Above The Fray Design

What Above The Fray Design does

Above The Fray Design is an integrated ecommerce agency delivering end-to-end digital commerce services for growth-ready B2B and B2C merchants. Headquartered in Portland, Oregon with three additional offices in the Netherlands, UK, and Italy, the firm fields a team of designers, developers, solution strategists, and marketers (11-50 employees) and operates certified practices across seven major ecommerce platforms: BigCommerce, Shopify, Shopware, Adobe Commerce/Magento, Hyvä, Ultra Commerce, and Jane Roots. Core delivery spans strategy, consulting, custom development, systems integration (ERP/CRM/PIM/DAM/SSO/POS/OMS/IMS), UX/UI design, branding, SEO/PPC/social/email/SMS marketing, marketing automation, managed services, and 24/7 site monitoring and security. Above The Fray productizes parts of its delivery into four proprietary offerings: a B2B Dealer Portal with configurable quoting and ERP integration, a Fig 3D Product Configurator for product visualization, a Rapid Deployment Solution for Magento 2 store launches, and a Shopable Lookbook for editorial commerce. The firm monetizes via three primary pricing motions — monthly retainer managed services with not-to-exceed budgets and 30-day cancellation, time-and-materials engagements using tiered onshore/nearshore/offshore rate cards, and phased scope-based project work. New revenue is sourced through a consultative direct-sales motion supported by partner referral channels from BigCommerce, Shopify, Shopware, Adobe, and others, plus content marketing via their 'Threads' knowledge articles. Vertical focus is concentrated on Manufacturing and B2B, with secondary practices in Food & Beverage, Sports & Outdoor, Healthcare/Medical Supply, Jewelry, Retail, and emerging exposure to cannabis retail via the Jane Roots partnership. Notable logo evidence spans both enterprise B2B manufacturers (L.H. Dottie, gearUp Sports, GloryBee, B&B Manufacturing, Eagle Crusher, Liberty Sport) and mid-market/SMB merchants (Oddball, VERO, Jugs Sports, Colsen Fire Pit, Malka Diamonds).

Name

Above The Fray Design

Legal name

Above The Fray Design, Inc.

Website

https://abovethefray.io

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Above The Fray Design is an integrated ecommerce agency delivering end-to-end digital commerce services — strategy, design, custom development, systems integration, and digital marketing — across BigCommerce, Shopify, Shopware, Adobe Commerce, and other platforms for B2B manufacturers and growth-ready B2C brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Ecommerce Agency Services: Full-service agency providing strategy, design, development, and support services for digital commerce implementations across multiple platforms. Services include consulting, custom development, systems integration, UX/UI design, branding, SEO, PPC, social media marketing, email/SMS marketing, and managed services.
2. Time & Materials Engagements: Not-to-exceed, time & materials billing model with transparent reporting including initiative-based, resource-based, and ticket-based tracking. Uses tiered rate card with onshore, nearshore (LATAM & EU), offshore (APAC & EMEA), and specialist rates.
3. Monthly Retainer Contracts: Predictable monthly billing with set budget that cannot be exceeded without written approval. Flexible 30-day notice cancellation policy with no long-term lock-in.
4. Scoped Project Work: Sprint-based project work for larger implementations like new site builds or custom development, estimated per phase (Discovery, Design, Build) with billing for actual hours worked and overage absorption on agreed scope.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Above The Fray Design is an integrated ecommerce agency that delivers end-to-end digital commerce services including custom development, systems integration, UX/UI design, branding, and digital marketing (SEO, PPC, social, email/SMS, marketing automation). The firm holds certified partner status across BigCommerce, Shopify, Shopware, Adobe Commerce (Magento), Hyvä, Ultra Commerce, and Jane Roots, building custom storefronts, B2B portals, product configurators, and migrations for manufacturers, OEMs, B2B distributors, and B2C brands. Four proprietary products (Dealer Portal, Fig 3D Product Configurator, Rapid Deployment Solution for Magento 2, Shopable Lookbook) complement the service portfolio.

Product overview

Above The Fray Design is an integrated ecommerce agency offering end-to-end digital commerce services. The company combines proprietary innovation products with platform-specific services: four internal products (Rapid Deployment Solution for Magento 2, Fig 3D Product Configurator, Dealer Portal, and Shopable Lookbook) complement a portfolio of 14 service offerings (Custom Development, Systems Integration, Consulting, Site Audit, Software Project Rescue, UX/UI Design, Branding, SEO & Content, PPC, Social Media Marketing, Email & SMS Marketing, Marketing Automation, Managed Services, Website Security, Site Monitoring, and Outsource Staffing). Platform specialization spans seven major ecommerce platforms: Shopify, BigCommerce, Shopware, Adobe Commerce (Magento), Ultra Commerce, Jane Roots (cannabis), and Hyva (Magento frontend), plus Magento 1 to 2 migration services.

Differentiator

Problem solved

Functional benefit

Products and services

• Rapid Deployment Solution for Magento 2 A proprietary rapid deployment solution for Magento 2 that accelerates implementation and launch timelines for Adobe Commerce storefronts, used by Above The Fray to deliver Adobe Commerce projects faster.
• Fig 3D Product Configurator An interactive 3D product configurator that enables customers to customize and visualize products before purchase, used to support B2B2C and complex product offerings.
• Dealer Portal A commerce-enabled B2B portal platform for manufacturers and OEMs that delivers B2B ecommerce, interactive product configurators, ERP and CRM integrations, sales calculators, and a marketing and training materials library.
• Shopable Lookbook An interactive shopping format combining editorial content with ecommerce functionality, enabling visual discovery and direct purchasing from a lookbook-style experience.
• Custom Ecommerce Development Custom development services building modules, extensions, and software applications when out-of-box functionality reaches its limits; the firm has built hundreds of custom solutions across major ecommerce platforms.
• Systems Integration Integration services that connect ecommerce platforms with ERP, CRM, ESP, DAM, SSO, POS, OMS, IMS, and other business systems to unify operations and eliminate data silos.
• Consulting Business analysis and technical consulting engagements with onsite discovery to map current and to-be processes before ecommerce implementation.
• Site Audit Expert site analysis providing growth-driving recommendations and diagnostic insights into underperforming ecommerce sites.
• Software Project Rescue Analysis, diagnosis, and recovery roadmap for failing software projects, helping revive stalled or troubled ecommerce implementations.
• UX/UI Design Design services creating conversion-optimized, brand-aligned interfaces that attract, retain, and streamline user experiences across ecommerce touchpoints.
• Branding Brand identity development that distills company vision into a unique digital fingerprint for ecommerce brands.
• SEO & Content Search engine optimization and content strategy services to improve organic visibility and search rankings for ecommerce sites.
• PPC Pay-per-click advertising campaign management for driving targeted traffic and conversions to ecommerce storefronts.
• Social Media Marketing Social media strategy and marketing services to build brand presence and engagement across platforms for ecommerce brands.
• Email & SMS Marketing Multi-channel customer communication through email and SMS campaigns for nurturing and conversion of ecommerce customers.
• Marketing Automation Marketing automation workflows that streamline lead nurturing and conversion processes for ecommerce operations.
• Managed Services Custom-tailored support plans for ongoing site maintenance and continuous improvement of ecommerce storefronts, typically on a monthly retainer basis.
• Website Security Website security services including uptime monitoring and malware scanning to protect ecommerce sites from threats.
• Site Monitoring 24/7 site monitoring for downtime and performance issues with proactive alerting for ecommerce sites.
• AXL Outsourced Labor AXL staffing service that recruits, hires, trains, and manages dedicated teams of top-tier ecommerce professionals for clients.
• Shopify Development Full suite of Shopify development solutions including new builds, existing migrations, roadmapped projects, and ongoing support for Shopify and Shopify Plus merchants.
• BigCommerce Development BigCommerce design and development services specializing in B2B and B2C merchants, with certified BigDev and B2B Edition developers, including custom builds, migrations, and complex integrations.
• Shopware Development End-to-end Shopware agency services including design, development, migration, apps, and ongoing support for Shopware 6 merchants.
• Adobe Commerce (Magento) Development Full custom builds, Magento to Adobe Commerce migration, web design, systems integration, extension development, managed care, and security services for Adobe Commerce and Magento.
• Ultra Commerce Development Ultra Commerce implementation services for enterprise businesses, leveraging the all-in-one platform with B2B, D2C, Marketplace, OMS, CMS, and PIM features.
• Jane Roots Development Headless ecommerce solution development for the cannabis retail industry, featuring custom branded user experiences, Algolia-powered search, and streamlined checkout.
• Hyvä Theme Development Hyvä frontend theme development for Magento 2, offering custom design, compatible module development, maintenance, support, and page speed optimization services.
• Magento 1 to Magento 2 Migration Migration services from Magento 1 end-of-life to Magento 2, leveraging expanded functionality and industry-leading B2B features.

Quantifiable outcome

• Custom-part orders reduced from 4 days to 5 minutes online (B&B Manufacturing)
• +11 more outcomes

Named customers18 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• BigCommercecoreTechnology or IntegrationCertified BigCommerce Agency Partner with BigDev and BigCommerce B2B Certified developers. Exclusive agency partner for BigCommerce B2B Quick Start Accelerator. Specializes in custom solutions for B2B and B2C merchants, complex integrations, and rapid deployment.
• ShopifycoreTechnology or IntegrationCertified Shopify development partner offering full suite of Shopify development solutions including new builds, migrations, roadmapped projects, and ongoing support.
• ShopwarecoreTechnology or IntegrationOne of the few Shopware agency partners in the US, offering end-to-end Shopware services including design, development, migration, apps, and support.
• Adobe Commerce (Magento)coreTechnology or IntegrationMagento & Adobe Certified agency with trained, experienced, and certified developers on Magento Commerce and Adobe Commerce Cloud.
• HyväcoreTechnology or IntegrationProud Hyvä partner with expertise in Hyvä theme development. Hyvä offers 100/100 Google Pagespeed scores and 13x faster checkout than default Luma.
• Ultra CommercecoreTechnology or IntegrationUltra Commerce partner helping enterprise businesses get up and running on the all-in-one ecommerce platform featuring B2B, D2C, Marketplace, OMS, CMS, and PIM capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BVA: Digital commerce agency and BigCommerce partner delivering custom ecommerce development, integrations, and replatforming - comparable in services portfolio and B2B/B2C client mix.
• Absolute Web: Full-service ecommerce agency offering design, development, and digital marketing across Shopify, BigCommerce, and Magento - overlapping with Above The Fray on multi-platform delivery and growth-ready mid-market focus.
• Groove Commerce: Certified BigCommerce partner agency of similar size, focused on B2B and B2C ecommerce implementations across multiple platforms - directly overlapping Above The Fray's core tech stack and mid-market positioning.
• SmartSites: Digital agency offering ecommerce design, development, SEO, and PPC services to mid-market clients - overlapping Above The Fray on full-service digital commerce and digital marketing offerings.
• Atwix: Magento/Adobe Commerce-focused agency with deep extension and integration expertise - most comparable to Above The Fray on custom development and complex enterprise integration work.
• NetSphere Strategies: BigCommerce Elite Partner specializing in complex B2B and B2C builds with custom integrations - directly comparable to Above The Fray's mid-market/enterprise service positioning.

Broad incumbents

• Blue Acorn (an iCIMS company): Larger Adobe/Magento-focused commerce agency serving enterprise clients across strategy, design, and technology - relevant incumbent in the same custom development and platform replatforming space.
• VML (VMLY&R Commerce): Global commerce agency within a larger marketing network offering enterprise-level ecommerce strategy and platform implementations - relevant as a scaled incumbent competing for the same mid-market and enterprise deals.

Others

• Jane Roots: Headless ecommerce platform partner (cannabis retail) for which Above The Fray is a partner agency - relevant ecosystem enabler rather than direct competitor.

Emerging players

• Trellis (formerly Codify): Magento/Adobe and Shopify agency delivering custom ecommerce builds with strong focus on integrations and platform migrations - similar niche but smaller-scale player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/neverfray
• Facebookfacebook.com/neverfray
• LinkedInlinkedin.com/company/above-the-fray-design-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Above The Fray Design