On Tap
On Tap is a London-based, founder-led full-service eCommerce agency with 400+ professionals delivering development, migration, hosting, consultancy, AI, and digital marketing services across Magento, Adobe Commerce, Shopify, BigCommerce, WooCommerce, and Shopware for merchants and agencies worldwide.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What On Tap does
On Tap is a privately held, founder-led full-service eCommerce agency headquartered in London and operating as legal entity On Tap OÜ (Estonia), founded in 2006. It employs 400+ professionals across offices in the UK, Los Angeles, Estonia, Singapore, and Vietnam, and operates three service lines: direct-to-merchant services, whitelabel/outsourced services for other agencies, and app/plugin development for technology providers. Core platform expertise covers Magento/Adobe Commerce (where On Tap is among the first Magento Solution Partners globally and developed the Visual Merchandiser module now shipped in every Adobe Commerce installation), Shopify, BigCommerce, WooCommerce, and Shopware.
The company monetizes across professional services (custom development, migration, integration, consultancy, training, digital marketing), managed services (autoscaling hosting via On Tap Cloud with ML-driven observability), and proprietary productized offerings including Carbon Commerce (a Magento-based B2B/B2C accelerator enabling 4-week launches), AuditIQ (a monitoring SaaS performing 600 daily site checks), Integration Flow (an API-first integration platform), Evergreen (a free upgrade program that drives hosting/managed-services attachment), Hyvä theme development, PPC Saver, and an AI for Digital Commerce suite (AI Commerce Chatbot, Private ChatGPT, generative AI workflows). Named enterprise clients include Rentokil Initial, Temple Spa, Countrywide Healthcare, Simba Global, and Hela Brands, with products On Tap has built used by 30,000+ merchants and a cited 99% customer retention rate.
Revenue is generated via quote-based project work, managed-hosting subscriptions, product subscriptions (AuditIQ, Integration Flow, PPC Saver), training engagements, and whitelabel staffing; pricing is not publicly disclosed. Go-to-market combines direct enterprise consultative selling, industry-event presence (annual platinum sponsorship of Meet Magento UK), partner co-marketing with platform vendors, and channel partnerships via agencies. There is no disclosed external funding, parent company, or M&A activity in the source materials.
On Tap firmographics
Firmographics- Name
- On Tap
- Legal name
- On Tap OÜ
- Website
- https://ontapgroup.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- On Tap is a London-based, founder-led full-service eCommerce agency with 400+ professionals delivering development, migration, hosting, consultancy, AI, and digital marketing services across Magento, Adobe Commerce, Shopify, BigCommerce, WooCommerce, and Shopware for merchants and agencies worldwide.
- Ownership category
- akta.pro rank
On Tap industry classification
Industry- Product category
- Ecommerce Agency Services
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
Keywords
Where On Tap is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
On Tap business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Ecommerce Development Services: Custom website development, theme development, custom module/extension development, and mobile/PWA development across multiple platforms including Magento, Adobe Commerce, Shopify, BigCommerce, WooCommerce, and Shopware.
- Managed Hosting Services: Fully managed PaaS hosting with auto-scaling capabilities, 24x7 support, security monitoring, and dedicated private Slack channel. Includes AuditIQ monitoring as part of the service.
- Training Services: Bespoke ecommerce training for merchants and developers on Magento, Adobe Commerce, Shopware, BigCommerce, and Shopify platforms. Delivered on-site, in London/Los Angeles classrooms, or remotely.
- Consultancy Services: Ecommerce consultancy including platform selection, growth acceleration, website optimization, B2B digital transformation, and regulatory compliance guidance (DMCC Act 2024, European Accessibility Act).
- Digital Marketing Services: SEO, PPC management, content marketing, and Amazon seller services. Includes PPC Saver tool for automatic keyword bidding optimization.
- AI for Digital Commerce: AI chatbot development, Private ChatGPT for staff, and generative AI solutions built on company knowledge and legacy data.
- Whitelabel Services for Agencies: Outsourced development, QA, DevOps, and training services provided to other agencies under their own brand. Staff can be embedded with agency teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Training services - pricing varies by delivery format |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
On Tap product offering
Product offeringCore offering
On Tap is a full-service ecommerce agency that designs, develops, hosts, migrates, integrates, trains, and supports online stores for merchants and other digital agencies across Magento/Adobe Commerce, Shopify, BigCommerce, WooCommerce, and Shopware platforms. It also operates a whitelabel delivery division through which it builds, supports, and hosts ecommerce projects on behalf of other agencies, complemented by proprietary products such as Carbon Commerce, AuditIQ, Integration Flow, and the Evergreen maintenance program.
Product overview
On Tap is a full-service eCommerce agency headquartered in London with 19+ years of experience, operating as part of a business ecosystem with over 400 professionals globally. The company offers a portfolio of interconnected products and services organized into three main categories: Direct Services for Merchants (development, hosting, consultancy, training, digital marketing, AI, systems integration, and platform migration), Agency Services (whitelabel development, outsourced DevOps, outsourced QA, and whitelabel training), and Technology Provider Services (app/plug-in development). Core proprietary products include Carbon Commerce (rapid Magento-based eCommerce platform accelerator enabling 4-week launches), AuditIQ (360-degree website monitoring with 600 daily checks), Integration Flow (managed API-first integration platform), and Evergreen (free Magento upgrade program). The company specializes in Magento/Adobe Commerce with official partner status, and also supports Shopify, BigCommerce, WooCommerce, and Shopware. Hyvä theme development services are offered as an official Hyvä Silver Partner. AI capabilities include AI Commerce Chatbot, Private ChatGPT, and Generative AI solutions for content workflows, all built on a 'company brain' knowledge system.
Differentiator
Problem solved
Functional benefit
Brands
- Carbon Commerce: eCommerce platform accelerator that speeds up site launch to as fast as 4 weeks, built on Magento-based technology for B2B and B2C platforms.
- On Tap Cloud
- AuditIQ
- Evergreen
- Integration Flow
Products and services
- Magento / Adobe Commerce Development Design, build, customisation, and ongoing development of online stores on the Magento and Adobe Commerce platforms, for merchants and brands as well as on a whitelabel basis for other agencies.
- Shopify Development
- BigCommerce Development
- WooCommerce Development
- Shopware Development
- Ecommerce Platform Migration
- Managed Ecommerce Hosting
- Ecommerce Consultancy
- Ecommerce Training
- Digital Marketing Services
- AI Services
- Systems Integration
- Whitelabel Agency Services
- Carbon Commerce
- AuditIQ
- Integration Flow
- Evergreen Maintenance Program
Quantifiable outcome
- 100% migration success rate
- +7 more outcomes
Companies that use On Tap
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles2 records
On Tap technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability9 records
Feature5 records
On Tap partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- BSS CommercecoreEcosystem partner providing Magento extensions and modules that integrate with On Tap's development services.
- MagestorecoreEcosystem partner specializing in Magento extensions for B2B and inventory management.
- AitoccoreEcosystem partner providing Magento extensions and customization tools.
- HyväcoreOfficial Silver Partner for Hyvä theme development - a modern frontend framework for Magento 2 that simplifies development while improving performance.
- Adobe CommercecoreAdobe Bronze Solution Partner and Silver Technology Partner. One of the first certified Adobe Solution Partners globally with experience dating back to Adobe Commerce's initial beta versions.
- ShopifycoreOfficial Shopify Partner for development, migration, and consulting services across Shopify and Shopify Plus platforms.
- BigCommercecorePartner for BigCommerce development, migration, and B2B solutions.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
On Tap competitors and assessment
Company assessmentEmerging players
- DEITY: Headless commerce platform provider that competes with On Tap's composable commerce implementations. Targets similar merchants seeking modern storefront architectures but competes from the technology/product side rather than services.
- BSS Commerce: Magento extension and solutions provider listed by On Tap as an ecosystem partner. Overlaps on Magento migration services and B2B functionality and represents an emerging adjacent competitor for similar merchant needs.
Direct peers
- Wagento: Magento solutions partner focused on development, migration, and support. Comparable boutique agency competing for similar Adobe Commerce and Hyvä implementation projects.
- Blue Acorn iCi (Merkle): Adobe-specialist ecommerce agency (now part of Merkle/dentsu) historically focused on Magento implementations, CX, and data-driven commerce. Closest US-headquartered competitor for enterprise Adobe Commerce engagements.
- Elogic Commerce: Magento and Adobe Commerce development agency with nearshore delivery model. Direct competitor for outsourced development work and competes for similar enterprise merchants seeking cost-effective Magento builds.
- Something Digital: US-based Adobe/Magento solution partner providing design, development, and support services. Competes for mid-market and enterprise Adobe Commerce projects with a similar professional services model.
- Absolunet: North American ecommerce agency and Adobe Gold Solution Partner specializing in Adobe Commerce, Shopify Plus, and B2B commerce. Competes head-to-head for the same enterprise merchants and shares a similar full-service delivery model.
- Vaimo: Global Adobe/Magento-focused ecommerce agency with similar multi-platform and whitelabel capabilities. Direct competitor in enterprise Magento implementations, B2B commerce, and managed hosting — operates comparable geographies (EMEA, APAC, Americas).
Broad incumbents
- Accenture Song: Global digital agency within Accenture bundling commerce, marketing, and enterprise transformation. Competes for the largest enterprise ecommerce RFPs where On Tap also bids.
- Capgemini Engineering (Digital Commerce): Global systems integrator with Adobe/Salesforce/Shopify commerce practices. Competes for large multi-workstream transformation deals that include ecommerce alongside ERP and CRM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
On Tap social profiles
Digital presenceOn Tap compliance and trust
Trust signalCompliance7 records
On Tap financial estimates
Financial estimateRevenue estimate
Valuation estimate
On Tap leadership team
Management profileNumber of profiles
Profiles3 records
On Tap subsidiaries and ownership
Company hierarchySubsidiaries7 records
On Tap funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
On Tap 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 On Tap
What does On Tap do?
On Tap is a full-service ecommerce agency that designs, develops, hosts, migrates, integrates, trains, and supports online stores for merchants and other digital agencies across Magento/Adobe Commerce, Shopify, BigCommerce, WooCommerce, and Shopware platforms. It also operates a whitelabel delivery division through which it builds, supports, and hosts ecommerce projects on behalf of other agencies, complemented by proprietary products such as Carbon Commerce, AuditIQ, Integration Flow, and the Evergreen maintenance program.
Is On Tap a public or private company?
On Tap is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was On Tap founded?
On Tap was founded in 2006. It employs 251 to 500 people.
Where is On Tap based?
On Tap is headquartered in London, United Kingdom, in the Europe region.
How does On Tap make money?
Seven revenue lines are on record. Ecommerce Development Services are the primary driver. The others are managed Hosting Services, training Services, consultancy Services, digital Marketing Services, AI for Digital Commerce and whitelabel Services for Agencies.
Who are On Tap's main competitors?
Emerging players on record are DEITY and BSS Commerce. Direct peers are Wagento, Blue Acorn iCi (Merkle), Elogic Commerce, Something Digital, Absolunet and Vaimo. Broad incumbents are Accenture Song and Capgemini Engineering (Digital Commerce).
Does On Tap have an API?
No public API is recorded for On Tap.
What industry is On Tap in?
On Tap's product category is Ecommerce Agency Services. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms. Its NAICS code is 51821.