Rollo
Rollo operates a free multi-carrier shipping platform (Rollo Ship) and designs thermal label printers, serving 500K+ e-commerce sellers, small businesses, and individual shippers across the U.S. and Canada. Revenue is generated through hardware sales, consumables, and per-label platform fees.
- Company typePrivate
- Founded2016
- HeadquartersLas Vegas, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rollo does
Rollo, operated by Nelu, LLC (Nevada), is a multi-carrier shipping platform paired with proprietary thermal label printing hardware. The company's core products are Rollo Ship—a free, self-serve web, iOS, and Android platform that lets users compare and purchase discounted labels across USPS, UPS, FedEx, Canada Post, and Purolator, sync orders from 16+ selling channels, schedule carrier pickups, and manage inventory—and the X1038 (USB) and X1040 (AirPrint/Wi-Fi) direct thermal label printers, which are protected by two U.S. design patents (D815198 and D946651). The X1040 prints one 4x6 label per second at 150mm/s, supports over-the-air updates, and is rated for 650,000+ labels. Supporting offerings include the Rollo Label Designer (web and mobile label-creation tool), the five-tier Rollo Rewards loyalty program, FSC-certified consumable labels, shipping scales, mailers, tape, and extended warranties.
Rollo's business model is product-led and horizontally distributed: the platform is free with no monthly fees, and revenue is generated through one-time hardware sales ($199.99–$299.99), recurring consumable purchases (labels, packaging, tape), per-label platform fees (5¢ per label after the first 200 free, decreasing to 1¢ at the VIP tier), and funding transaction fees (3% + $0.10 on credit card top-ups). The company claims a 500K+ active user base in the U.S. and Canada, supported by native integrations with Shopify, Amazon, eBay, Walmart, WooCommerce, BigCommerce, Square, TikTok Shop, and 11+ additional selling channels, alongside 5 carrier integrations. Distribution is direct-to-consumer via rollo.com and Amazon.ca, with no traditional sales team. Additional operations include a refurbishment and packaging facility in Pahrump, Nevada, and an active product roadmap evidenced by 2025–2026 launches (Label Designer app, Canada Post promo tools, Best Buy integration, AI Shipping Automation, Rollo Rewards).
Rollo firmographics
Firmographics- Name
- Rollo
- Legal name
- Nelu, LLC
- Website
- https://rollo.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rollo operates a free multi-carrier shipping platform (Rollo Ship) and designs thermal label printers, serving 500K+ e-commerce sellers, small businesses, and individual shippers across the U.S. and Canada. Revenue is generated through hardware sales, consumables, and per-label platform fees.
- Ownership category
- akta.pro rank
Rollo industry classification
Industry- Product category
- Thermal Label Printing and Shipping Equipment
- NAICS
- Packaging Machinery Manufacturing (333993), Packaging and Labeling Services (56191), Paper and Paper Product Merchant Wholesalers (4241)
- SIC
- Converted Paper & Paperboard Prods (No Contaners/Boxes) (2670)
- akta.pro primary industry
- Paperboard Sheet & Roll Converting (Slitting/Sheeting/Rewinding) (IMAMAFAM)
- akta.pro secondary industry
- Paper Converting Services (slitting, sheeting, coating, laminating, rewinding) (IMAMAHAJ)
Keywords
Where Rollo is headquartered
LocationHeadquarters
- HQ city
- Las Vegas
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rollo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales: Sale of thermal label printers (USB and wireless models), shipping scales, label holders, and packaging materials (poly mailers, bubble mailers, shipping tape). Printers are sold as one-time purchases with 30-day money-back guarantee and 1-year warranty.
- Label Sales: Sale of thermal shipping labels (4x6 stack and roll labels, barcode labels, circle labels) and packaging materials. Labels are consumable supplies purchased repeatedly.
- Platform Label Fees: Rollo Ship platform generates revenue through per-label fees: 5 cents per label after first 200 free labels. First 200 labels are free for new users. Label fees decrease through the Rollo Rewards tier system (down to 1 cent per label at VIP tier).
- Rewards Program Funding Fees: When users fund their Rollo Ship account, processing fees are applied: 3% + $0.10 for credit card funding, with bank transfer (ACH) earning 3x points per dollar.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free platform with per-label fees |
| One time/ perpetual license | Pay-as-you-go | Rollo USB Label Printer |
| One time/ perpetual license | Pay-as-you-go | Rollo Wireless Label Printer |
| One time/ perpetual license | Pay-as-you-go | Rollo Bundle |
| One time/ perpetual license | Pay-as-you-go | Shipping Scale |
| Unit Pricing | Pay-as-you-go | 4x6 Stack Label |
| Unit Pricing | Pay-as-you-go | Poly Mailer |
| Unit Pricing | Pay-as-you-go | Bubble Mailer |
| Unit Pricing | Pay-as-you-go | 2x1 Barcode Label |
| Unit Pricing | Pay-as-you-go | No Noise Shipping Tape |
| Hybrid | Monthly | Rollo Rewards Tiers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Rollo product offering
Product offeringCore offering
Rollo sells direct thermal label printers (Wireless X1040 and USB X1038), shipping labels, and packaging supplies, bundled with a free multi-carrier shipping software platform (Rollo Ship) that compares rates across USPS, UPS, FedEx, Canada Post, and Purolator and applies negotiated discounts of up to 90% off retail rates. The platform integrates with 16+ e-commerce sales channels and is offered alongside a free Rollo Label Designer and a tiered Rollo Rewards loyalty program.
Product overview
Rollo is a multi-product shipping and label printing company offering a platform-plus-hardware business model. The core offering consists of Rollo Ship, a free multi-carrier shipping software platform that enables rate comparison and label generation across USPS, UPS, FedEx, Canada Post, and Purolator (with discounted rates up to 90% off), paired with Rollo's thermal label printer hardware (Wireless X1040 and USB X1038 models). Supporting products include the free Rollo Label Designer web/mobile app for creating custom labels, the Rollo Rewards loyalty program with tiered benefits, and consumables/accessories including FSC-certified labels, shipping scales, packaging materials, and extended warranties. The ecosystem connects to 16+ sales channels including Amazon, Shopify, eBay, Walmart, and various marketplaces, providing an end-to-end shipping solution for small businesses and e-commerce sellers in the U.S. and Canada.
Differentiator
Problem solved
Functional benefit
Brands
- Rollo Ship: Free multi-carrier shipping platform for U.S. and Canada that enables rate comparison, label printing, and shipment management across USPS, UPS, FedEx, Canada Post, and Purolator.
- Rollo Design
- Rollo Rewards
Products and services
- Rollo Ship Free multi-carrier shipping software platform for the U.S. and Canada that lets users compare rates across USPS, UPS, FedEx, Canada Post, and Purolator, generate and print shipping labels, manage orders from multiple sales channels, and access discounted shipping rates up to 90% off. Available on web, iOS, and Android with no monthly fees.
- Rollo Wireless Label Printer (X1040) AirPrint-certified, Wi-Fi-enabled direct thermal label printer that prints 4x6 shipping labels at one label per second, supports multiple label sizes, automatically detects label format, and offers over-the-air firmware updates without driver installation. Print lifespan of 650,000+ labels.
- Rollo USB Label Printer (X1038) USB-only direct thermal label printer that prints 4x6 shipping labels at one label per second and is compatible with Windows, Mac, and Linux via USB connection.
Quantifiable outcome
- Save up to 90% on USPS shipping rates
- +5 more outcomes
Companies that use Rollo
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Rollo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration25 records
AI capability1 record
Feature5 records
Rollo partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- ShopifycoreDeep integration allowing Shopify merchants to automatically sync orders, compare shipping rates, and print labels directly through Rollo Ship platform.
- AmazoncoreIntegration enabling Amazon sellers to sync orders and generate shipping labels through Rollo Ship.
- eBaycoreIntegration allowing eBay sellers to import orders and print shipping labels via Rollo.
- WalmartcoreWalmart marketplace integration for order sync and label generation through Rollo Ship.
- WooCommercecoreWordPress/WooCommerce integration for order management and shipping label printing.
- USPScoreIntegrated carrier providing discounted shipping rates up to 90% off through Rollo Ship platform.
- UPScoreIntegrated carrier with negotiated discounts up to 85% off international rates. Rollo provides UPS Paperless Invoice integration for international shipments.
- FedExcoreIntegrated carrier allowing users to connect their FedEx accounts and ship with negotiated rates through Rollo Ship.
- Canada PostcoreIntegrated Canadian carrier for domestic and international shipping from Canada.
- PurolatorcoreIntegrated Canadian carrier for domestic shipping within Canada.
Scale indicators8 records
Recent moves5 records
Expansion highlights6 records
Rollo competitors and assessment
Company assessmentDirect peers
- ShipStation (Auctane): ShipStation is the leading multi-carrier shipping platform for SMBs and e-commerce sellers, offering label printing, rate comparison, and integrations with major carriers and marketplaces. It is Rollo's most direct head-to-head competitor in the US SMB shipping software market.
- Shippo: Shippo provides a cloud-based multi-carrier shipping platform and API serving SMBs and developers with discounted USPS, UPS, and FedEx rates. Its freemium model and carrier-aggregated approach directly mirror Rollo Ship's positioning.
- Pirate Ship: Pirate Ship offers deeply discounted USPS and UPS shipping rates to small shippers through a free, simple interface. Its aggressive carrier pricing on USPS specifically targets the same SMB segment as Rollo Ship.
- EasyPost: EasyPost provides a shipping API and rate aggregation platform serving SMBs through enterprise developers, with support for 100+ carriers. It overlaps with Rollo Ship's multi-carrier rate comparison and label-generation capabilities, especially for e-commerce sellers.
- Ordoro: Ordoro offers shipping, inventory, and dropshipping management software targeting SMB e-commerce sellers. It competes with Rollo Ship on multi-carrier label printing and order management workflows.
- ShippingEasy: ShippingEasy is a cloud-based shipping and marketing platform for SMB e-commerce merchants, offering discounted USPS, UPS, and FedEx rates plus multi-channel integration. It directly competes with Rollo Ship for small e-commerce shippers.
Broad incumbents
- DYMO (Newell Brands): DYMO manufactures the LabelWriter line of thermal label printers widely used by SMBs and individuals for shipping and mailing labels. It is a primary hardware competitor to Rollo's thermal printer products.
- Zebra Technologies: Zebra Technologies is a global leader in industrial and commercial thermal printing hardware, including desktop label printers used in shipping and logistics. It competes with Rollo in the thermal label printer market, primarily at the higher end.
- Stamps.com (Auctane): Stamps.com is a long-established USPS-focused shipping platform for small businesses, now part of Auctane. It overlaps with Rollo in serving SMB shippers with USPS and UPS integrations, but offers a broader portfolio of mailing and shipping solutions.
Emerging players
- Munbyn: Munbyn is a fast-growing direct-to-consumer thermal label printer brand selling on Amazon and its own site, targeting the same SMB and individual shipper segment as Rollo. It represents the low-cost Asian OEM threat to Rollo's hardware business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Rollo social profiles
Digital presenceRollo compliance and trust
Trust signalCompliance1 record
Rollo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rollo leadership team
Management profileNumber of profiles
Profiles1 record
Rollo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rollo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rollo
What does Rollo do?
Rollo sells direct thermal label printers (Wireless X1040 and USB X1038), shipping labels, and packaging supplies, bundled with a free multi-carrier shipping software platform (Rollo Ship) that compares rates across USPS, UPS, FedEx, Canada Post, and Purolator and applies negotiated discounts of up to 90% off retail rates. The platform integrates with 16+ e-commerce sales channels and is offered alongside a free Rollo Label Designer and a tiered Rollo Rewards loyalty program.
Is Rollo a public or private company?
Rollo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rollo founded?
Rollo was founded in 2016. It employs 11 to 50 people.
Where is Rollo based?
Rollo is headquartered in Las Vegas, United States, in the North America region.
How does Rollo make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are label Sales, platform Label Fees and rewards Program Funding Fees.
Who are Rollo's main competitors?
Direct peers on record are ShipStation (Auctane), Shippo, Pirate Ship, EasyPost, Ordoro and ShippingEasy. Broad incumbents are DYMO (Newell Brands), Zebra Technologies and Stamps.com (Auctane). Munbyn is listed as an emerging player.
Does Rollo have an API?
No public API is recorded for Rollo.
What industry is Rollo in?
Rollo's product category is Thermal Label Printing and Shipping Equipment. Its primary akta.pro industry code is IMAMAFAM, Paperboard Sheet & Roll Converting (Slitting/Sheeting/Rewinding), with a secondary code of IMAMAHAJ, Paper Converting Services (slitting, sheeting, coating, laminating, rewinding). Its NAICS code is 333993 and its SIC code is 2670.