What We Are Pentagon does

We Are Pentagon (also trading as Pentagon Commerce) is a UK-based managed services provider that operates eCommerce brands' storefronts across 80+ online marketplaces, including Amazon, eBay, TikTok Shop, John Lewis, ASOS, B&Q, Zalando, La Redoute, SHEIN, Temu, and Secret Sales. Founded in 2009, the company has served more than 200 brands — including Puma, Hoover, F&F, NEXT, OLPRO, and ISN — generating well over £1 billion in gross merchandise value since inception. Pentagon's primary operating geography is the United Kingdom, with international expansion support delivered through its multilingual, multi-marketplace model. The group operates under We Are Pentagon Group Limited as its parent, with wholly-owned subsidiary Arcade Retail Limited (Merchant of Record) and sister company Warehow (fulfilment, spun out in late 2021).

Pentagon's core offering is end-to-end marketplace store management built on a proprietary integration platform that supports simultaneous selling across 80+ online marketplaces, with stock management, reporting, and integration enhancements. The platform is augmented by AI and machine learning for data optimisation, localisation, and dynamic pricing. Service capabilities span listing creation and optimisation, trading, design merchandising, financial reconciliation, multilingual customer service in 6 languages with vertical-specific expertise, returns handling, and fulfilment. The company is a certified TikTok Shop Partner and provides dedicated social commerce services including live shopping production, affiliate management, and advertising. Fulfilment is delivered via Warehow, which operates four warehouse units across two East Midlands sites (Langwith and Worksop) and was spun out in 2021 before closing a Series A round in 2023 led by the Midlands Engine Investment Fund II (British Business Bank) via Mercia Ventures.

The revenue model is dominated by managed services fees on end-to-end marketplace contracts, with additional revenue from Warehow fulfilment fees, Merchant of Record product sales through Arcade Retail Limited, and event/conference revenue from Retail Without Borders (positioned as Europe's largest marketplace conference). Pricing is custom and not publicly disclosed, with contracts typically billed annually and tailored to brand requirements, marketplace scope, and service level. Go-to-market is anchored on direct enterprise and mid-market field sales, the flagship Retail Without Borders conference, invite-only Breakfast Briefings with marketplace partners (John Lewis, B&Q, Debenhams, TikTok, Temu), and partnerships that generate referrals. The company is led by founder Laurence Guy (Founder & Group CEO), with Al Gerrie as a Non-Executive Director and a senior team spanning Operations, Finance, Client Services, Business Development, and Group Legal.

Name

We Are Pentagon

Legal name

We Are Pentagon Limited

Website

https://wearepentagon.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

We Are Pentagon is a UK-based marketplace management outsourcer serving 200+ brands across 80+ online marketplaces including Amazon, eBay, and TikTok Shop. Founded in 2009, it offers integration, listing optimization, multilingual customer service, and fulfilment via sister company Warehow.

Ownership category

akta.pro rank

Headquarters

HQ city

Thames Ditton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketplace Store Management: End-to-end management of brand store presence on marketplaces including integration, listing optimisation, trading, customer service, and returns handling. Operates as a managed services fee model.
2. Fulfilment Services via Warehow: Storage, picking, packing, and despatch services for marketplace orders through sister company Warehow, which recently closed a Series A funding round. Capital-light, low-risk, quick-to-market 3PL solution.
3. Merchant of Record Services: Arcade Retail Limited operates Merchant of Record accounts on online marketplaces, selling diverse products sourced from suppliers — providing an additional revenue stream through product sales.
4. Event & Industry Insights (Retail Without Borders): Pentagon runs Retail Without Borders, the largest marketplace conference in Europe, generating revenue through ticket sales and industry engagement while also serving as a GTM channel for their managed services.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

We Are Pentagon provides outsourced, end-to-end marketplace management for eCommerce brands, covering store setup, integration, listing optimisation, trading, multilingual customer service, returns, and fulfilment across 80+ global online marketplaces including Amazon, eBay, TikTok Shop, John Lewis, and B&Q. Brands can engage Pentagon for modular services or full end-to-end outsourcing, with TikTok Shop services delivered through certified partner status and back-end fulfilment handled by sister company Warehow.

Product overview

We Are Pentagon (Pentagon Commerce) is a marketplace and social commerce managed services provider offering a modular, end-to-end solution for eCommerce brands. The core offering consists of Store Management (covering marketplace integration across 80+ platforms, data optimisation and localisation, multilingual customer service, logistics and returns), TikTok Shop Services (full store management, live shopping production, advertising, affiliate management), and a sister fulfilment brand called Warehow. Clients can engage Pentagon for standalone services (e.g., one-off store management or fulfilment only) or as a complete integrated solution combining front-end store management and merchant of record expertise with Warehow's back-end operational fulfilment expertise.

Differentiator

Problem solved

Functional benefit

Brands

• Warehow: Low complexity marketplace fulfilment solution providing receipt, storage, pick, pack and despatch services for online marketplaces

Products and services

• Store Management Full end-to-end marketplace store management covering integration, data optimisation, localisation, multilingual customer service, logistics, and returns across 80+ online marketplaces, offered to eCommerce brands and retailers as a managed service.
• TikTok Shop Services Certified TikTok Shop Partner service providing full store management, live shopping production, advertising and media spend, performance tracking, affiliate management, and customer service and moderation for TikTok Shop sellers.
• Warehow Fulfilment Sister-company fulfilment service providing receipt, storage, pick, pack and despatch services for online marketplaces, supporting businesses from hundreds to thousands of orders per day across 3PL, dropshipping, micro warehousing, and white-label partnership models.

Quantifiable outcome

• Generated over £1 billion in GMV for more than 200 well-known high-street retailers and global brands
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• WarehowcoreStrategic or Co-development Partner · 1 January 2021Warehow was spun out from Pentagon in late 2021 as a standalone fulfilment company. It provides storage, picking, packing, and despatch services for marketplace sellers, combining with Pentagon's front-end store management for an integrated experience. Warehow is based in the East Midlands across 4 units in Langwith and Worksop.
• TikTok ShopcoreChannel Partner/ Reseller/ DistributorPentagon is a certified TikTok Shop Partner, hosting exclusive Breakfast Briefings with TikTok Shop and managing TikTok Shop stores for leading brands including Puma UK and Sports Direct. They offer full end-to-end TikTok Shop management including store setup, live shopping, advertising, affiliate management, and fulfilment.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Profitero: Profitero is an analytics and optimisation platform purpose-built for brands selling on Amazon and other marketplaces, overlapping with Pentagon's data optimisation, localisation, and performance tracking capabilities.
• Webinterpret: Webinterpret provides cross-border ecommerce and marketplace localisation services, enabling brands to expand across international marketplaces — directly comparable to Pentagon's multilingual listing and customer-service localisation capabilities.
• ChannelEngine: ChannelEngine is a Netherlands-headquartered marketplace integration platform connecting brands and retailers to 200+ marketplaces globally, with managed services and feed management that overlap Pentagon's integration and store management offering.
• Salest.io: Salest.io (formerly Salestio) provides marketplace integration connectors for ecommerce platforms, helping merchants synchronise product catalogues and orders across Amazon, eBay, and other marketplaces — comparable to Pentagon's integration technology layer.
• Lengoo: Lengoo delivers AI-powered translation and localisation services tailored to ecommerce and marketplace listings — directly comparable to Pentagon's multilingual customer service and product data localisation differentiators across 6 languages.
• Neteven: Neteven offers a marketplace management platform and managed services for brands and retailers across European marketplaces, with comparable feed management, listing optimisation, and seller back-office capabilities to Pentagon's managed services offering.
• Pattern: Pattern is a US-based ecommerce accelerator that partners with brands to drive marketplace sales acceleration on Amazon and other channels under a managed-services model — closely matching Pentagon's outsourced marketplace management approach.

Broad incumbents

• BigCommerce: BigCommerce is a US-based ecommerce platform with built-in multi-channel marketplace connections (Amazon, eBay, Walmart) that competes indirectly with Pentagon by enabling brands to self-serve marketplace integration without outsourcing.
• Mirakl: Mirakl is a leading enterprise marketplace platform provider that helps retailers and brands launch and operate their own third-party marketplaces, operating at a broader enterprise-platform level than Pentagon's outsourced store-management services.
• Octopia: Octopia is the marketplace and ecommerce solutions arm of Cdiscount, providing seller services, fulfilment, and platform infrastructure on a broader scale than Pentagon, but with overlapping seller-management capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/we-are-pentagon
• Xx.com/wearepentagon
• Facebookfacebook.com/wearepentagongroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about We Are Pentagon