Simplistic

What Simplistic does

Simplistic is a Shopify-focused e-commerce agency founded in 2014 and headquartered in New York, specializing exclusively in Shopify Plus design, development, and optimization. The firm serves mid-market and enterprise direct-to-consumer (DTC) and B2B/Wholesale brands across verticals including beauty, wellness, fashion, food & beverage, home goods, and fitness, with 200+ site launches completed since becoming a Shopify Plus partner in 2015. Its core technology stack centers on the proprietary UNO Shopify foundation — a pre-built high-performance framework with modular A/B testing components and MarTech integration hooks — deployed alongside Shopify Hydrogen (headless commerce), Klaviyo (email/SMS), Recharge (subscriptions), and integrations with Scrunch (AI search visibility) and 40rty (catalog readiness for AI agent selection).

The company's service portfolio spans Shopify Design & Development (builds, migrations from Adobe Commerce/SFCC/WooCommerce/BigCommerce), CRO/Data Analytics & Site Management, Retention & Lifecycle Marketing, SEO & AI Search, and Agentic Commerce. Revenue mechanics combine project-based professional services for builds and migrations with recurring monthly retainers for CRO, retention, and SEO programs. Simplistic has earned Top 2025 Shopify Platinum Partner status and Klaviyo Master Platinum status, leveraging partner referrals as a primary channel alongside direct outreach and content marketing via the 'Shopify Made Simple' blog.

In 2025, Simplistic received a strategic investment from Rallyday Partners and acquired Sidekick (a retention marketing agency), while bringing in Scott Webb as CEO with founder Greg Merrell transitioning to an advisory role. The firm employs 100+ people and claims to manage $1B+ in annual client GMV. Its forward strategy emphasizes expansion into data & analytics, performance marketing, and agentic commerce — positioning it as a full-service commerce growth partner rather than a build-only agency.

Name

Simplistic

Legal name

Simplistic

Website

http://simplistic.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Simplistic is a Shopify-focused e-commerce agency providing design, development, CRO, retention marketing, and AI commerce services to mid-market and enterprise DTC and B2B/Wholesale brands on Shopify Plus, leveraging its proprietary UNO foundation and 100+ person team.

Ownership category

akta.pro rank

Product category

Shopify Plus E-commerce Agency Services

NAICS

Advertising Material Distribution Services (541870), Direct Mail Advertising (541860)

SIC

Retail-Nonstore Retailers (5960), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Promotional Product Distribution & Fulfillment (BPAFAMAB)

akta.pro secondary industries

Subscription Box & Recurring Order Fulfillment (TLAIADAH), Omnichannel Retail Fulfillment (BOPIS/Ship-from-Store Support) (TLAIADAB)

Keywords

• Shopify Plus development
• E-commerce design services
• Conversion rate optimization
• Retention marketing services
• Shopify platform migration

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Shopify Design & Development Services: Project-based professional services for Shopify Plus store design, development, migration, and custom theme/app builds. Engagements include platform migrations (Adobe Commerce, SFCC, WooCommerce, BigCommerce to Shopify Plus), custom theme development, and UNO foundation implementations.
2. CRO, Analytics & Site Management Retainers: Ongoing retainer engagements for conversion rate optimization programs, A/B testing roadmaps, analytics infrastructure, and outsourced site management. Continuous programs designed to compound over time.
3. Retention & Lifecycle Marketing: Managed Email & SMS retention programs on Klaviyo and Attentive, including flow architecture, segmentation, creative, loyalty programs, and subscription optimization. Retainer-based with ongoing optimization.
4. SEO & AI Search Programs: Ongoing SEO and AI search optimization programs combining technical SEO, content strategy, and GEO (Generative Engine Optimization) for Shopify Plus brands. Monthly retainer model.
5. Agentic Commerce Enablement: Five-stage paid engagement to enable Shopify brands for AI-driven commerce. Includes eligibility audits, catalog optimization, knowledge control, GEO, and measurement infrastructure.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Simplistic is a Shopify-exclusive e-commerce agency that designs, builds, and optimizes Shopify Plus stores for DTC and B2B/Wholesale brands. Its offerings span Design & Development (including migrations from Adobe Commerce, SFCC, WooCommerce, and BigCommerce), CRO and Site Management retainers, Retention & Lifecycle Marketing (Klaviyo/Attentive), SEO & AI Search programs, and a five-stage Agentic Commerce enablement program. Deliveries are built on their proprietary UNO custom Shopify foundation and supported by deep ecosystem partnerships with Klaviyo, Recharge, Scrunch, and 40rty.

Product overview

Simplistic is a Shopify-focused e-commerce agency offering a unified portfolio of services built around their proprietary UNO Shopify foundation. The core offering spans Shopify Design & Development (store builds, migrations, custom development using UNO), supported by specialized service modules: CRO/Data Analytics & Site Management, Retention & Lifecycle Marketing (email/SMS on Klaviyo/Attentive), SEO & AI Search optimization, and Agentic Commerce preparation services. Simplistic operates as a single-agency partner model where all services are delivered by their internal 100+ person team.

Differentiator

Problem solved

Functional benefit

Products and services

• Shopify Design & Development Design and build of Shopify Plus experiences for DTC and B2B/Wholesale merchants, including platform migrations from Adobe Commerce, SFCC, WooCommerce, and BigCommerce to Shopify Plus, custom Shopify 2.0 theme development, UI/UX design, ERP integration, technical SEO implementation, data migration, and accessibility compliance. Deliveries are built on Simplistic's proprietary UNO custom Shopify foundation for accelerated launch.
• CRO, Analytics and Site Management

Quantifiable outcome

• 200+ successful site launches since 2015 as Shopify Plus Partner
• +7 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• ShopifyflagshipStrategic or Co-development PartnerSimplistic is a Top 2025 Shopify Platinum Partner (one of only a handful globally) and an original founding member since 2015. They work directly with Shopify on building out agentic commerce infrastructure, including involvement in the Universal Commerce Protocol (UCP) co-developed by Shopify and Google. Shopify Agentic Storefronts are core to Simplistic's service offerings.
• KlaviyocoreTechnology or IntegrationSimplistic is a Klaviyo Master Platinum Partner — among the most credentialed Klaviyo partners globally. This partnership provides direct access to Klaviyo's roadmap, beta features, and partner support. Simplistic delivers full-service Klaviyo retention programs for Shopify Plus brands.
• ScrunchcoreTechnology or IntegrationScrunch is Simplistic's technology partner for AI search visibility and GEO (Generative Engine Optimization). Simplistic uses Scrunch in client work to track which AI platforms cite brands, identify gaps, and measure citation performance. Scrunch's framework for brand authority informs Simplistic's GEO programs.
• 40rtycoreTechnology or Integration40rty is Simplistic's technology partner for catalog readiness and agent selection in the Shopify ecosystem. Simplistic uses 40rty's tooling to help brands achieve 'selection' (actual AI recommendation) beyond mere 'connection' (being in the database). 40rty's insight — 'Infrastructure does not equal strategy' — frames Simplistic's agentic commerce positioning.
• SidekickflagshipStrategic or Co-development PartnerSimplistic acquired Sidekick, a leading retention marketing agency for high-growth Shopify brands. Sidekick's team and clients (Neuro, GOODLES, TRX) were fully integrated into Simplistic. Sidekick Co-Founder & CEO Zac Cherin became Simplistic's Vice President. The acquisition expands Simplistic's retention marketing capabilities to include fully-managed email/SMS, subscription/loyalty programs, and direct mail.

Scale indicators23 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dept: Global digital agency delivering end-to-end creative, technology, and data services including e-commerce builds. Competes with Simplistic for enterprise digital transformation and commerce engagements at a much larger scale.
• Adobe Commerce (Magento): Competing enterprise e-commerce platform whose customers are direct migration candidates for Simplistic. While a platform rather than an agency, it shapes the broader ecosystem in which Simplistic operates.
• Power Digital Marketing: US-based full-service digital marketing agency with strong e-commerce practice spanning performance marketing, SEO, CRO, and lifecycle. Broad incumbent competing for some of the same Shopify Plus brand budgets.
• Tinuiti: Large US-based digital marketing agency offering paid media, SEO, CRO, and lifecycle marketing services across e-commerce. Overlaps with Simplistic's retention, SEO, and CRO offerings at a broader scale.

Direct peers

• We Make Websites: UK-based Shopify Plus Partner agency providing design, development, and growth services for enterprise and DTC brands. Direct competitor for global Shopify Plus implementations and platform migrations.
• Eastside Co: UK-based Shopify Plus Partner agency providing design, development, and growth services for DTC and B2B brands. Direct competitor in Shopify Plus build and optimization work.
• Trellis: US-based e-commerce agency focused on Shopify Plus implementations for enterprise merchants. Similar positioning in design, development, and platform migrations for high-growth brands.
• Fuel Made: US-based Shopify Plus agency specializing in design, development, and CRO for premium DTC brands. Comparable service portfolio and customer segment to Simplistic.
• Aero Commerce: UK-based e-commerce agency delivering Shopify Plus builds, migrations, and CRO. Comparable mid-market/enterprise Shopify Plus service offering and customer profile.

Emerging players

• Optimizely: Digital experience platform providing experimentation, CRO, and personalization tools that overlap with Simplistic's CRO service line. Represents a potential productized alternative or complement to Simplistic's CRO retainer services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gregmerrellsimplistic
• Instagraminstagram.com/simplistic.team
• Xx.com/simplisticshops
• Facebookfacebook.com/smplstc

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simplistic