CounterTrade Products, Inc.

What CounterTrade Products, Inc. does

CounterTrade Products, Inc. is a privately held IT value-added reseller and solutions provider founded in 1985 in Arvada, Colorado, and operating under second-generation leadership with Sharon Norwell as CEO. The company procures, integrates, and deploys IT hardware, software, security, storage, satellite communications, and investigative solutions for federal civilian and defense agencies, state and local governments, K-12 and higher education institutions, and select commercial clients, distributing more than 1 million products from over 2,200 manufacturers.

Its core technology asset is a proprietary, client-branded e-procurement portal (epro.countertrade.com) that delivers real-time catalogs, automated order confirmations, user access controls, and procurement tracking adapted to each buyer's workflow, supplemented by vertical-specific micro-sites for Apple, Dell, and Verkada. The company owns and operates its own data center, holds CMMC Final Level 2 and NIST SP 800-171 compliance, ISO 9001:2015, ISO/IEC 20243:2023 (O-TTPS), and WOSB certification, and provides white-glove deployment, certified PMP-led project management, and SATCOM/law enforcement investigative services.

CounterTrade monetizes primarily as a take-rate reseller and integrator through pre-competed government-wide acquisition contracts — NASA SEWP V/VI, NIH CIO-CS, Army ITES-4H ($10B ceiling), Army ITES-SW2 ($13B ceiling), GSA MAS IT, and SLED cooperatives (1GPA, CES, Mohave, TIPS) — earning pass-through fees (SEWP 0.34%, CIO-CS 0.35%, GSA 0.0075%) plus professional services and project management. Distribution is via dedicated account representatives, a toll-free sales line, and the self-serve e-procurement portal.

Name

CounterTrade Products, Inc.

Legal name

CounterTrade Products, Inc.

Website

https://countertrade.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

CounterTrade Products is a privately held IT value-added reseller founded in 1985 that procures and integrates hardware, software, and services for federal, state, local, and education clients through government-wide acquisition contracts and a proprietary e-procurement portal.

Ownership category

akta.pro rank

Product category

Government IT Procurement Services

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)

akta.pro secondary industries

Catalog & eProcurement Enablement (Punchout, Item Master) (BPAAAJAI), Procurement Platforms, Catalogs & Contract Purchasing (Co-ops, GPOs, eProcurement) (EDAEAIAO)

Keywords

• IT hardware procurement
• Government IT solutions
• Value-added IT reseller
• E-procurement services
• Federal contract vehicles

Headquarters

HQ city

Arvada

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. IT Hardware Sales: CounterTrade resells computer hardware, servers, storage systems, networking equipment, peripherals, and related IT products from over 2,200 manufacturers. Products are sold through pre-competed government contract vehicles and direct commercial sales. The company provides commodity and complex IT hardware solutions to federal, state, local, and education clients.
2. Software Sales and Maintenance: The company sells commercial-off-the-shelf software products and related maintenance services across 14 product categories through contracts like ITES-SW2. This includes software for application development, security, modeling and simulation, multimedia, design, and program management. Related incidental services and hardware are also provided.
3. Professional Services: Services include white glove delivery (asset tagging, imaging, enrolling), project management with certified PMPs, installation services, maintenance contracts, emergency services, cabling solutions, and technical support. These are provided through various contract vehicles for government and education clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels11 records

Marketing channels7 records

Core offering

CounterTrade Products, Inc. is an IT value-added reseller and solutions provider that supplies IT hardware, software, and complementary professional services to federal, state, local, and education (SLED) buyers and commercial clients. The company procures products from more than 2,200 manufacturers through its proprietary customized e-procurement portal and resells them under major government-wide acquisition contracts (GWACs) including NASA SEWP V, NIH CIO-CS, ITES-4H, ITES-SW2, and GSA Schedule 70. It also delivers white-glove deployment, project management, and specialized solutions in storage, security, AI, and satellite communications.

Product overview

CounterTrade Products, Inc. is an IT solutions provider and value-added reseller operating since 1985. The company offers a portfolio combining a core eProcurement portal platform with multiple specialized service offerings and government contract vehicles. The eProcurement Portal serves as the primary technology platform providing customized catalog-based ordering and workflow automation for clients. This core platform is supported by AI Solutions, Storage Solutions, Security Solutions, SATCOM Solutions, Investigative Services, Project Management Services, and White Glove Services. The company also maintains an extensive portfolio of government-wide acquisition contracts (GWACs) including SEWP V, CIO-CS, ITES-SW2, ITES-4H, and GSA MAS IT Schedule 70, along with state/local education contracts such as 1GPA, CES, Mohave Cooperative, and TIPS. CounterTrade distributes products from over 1 million IT products and 2,200 manufacturers including Dell EMC, HP, Microsoft, Cisco, and Apple.

Differentiator

Problem solved

Functional benefit

Products and services

• CounterTrade eProcurement Portal Client-branded e-procurement platform with real-time product catalogs, automated order processing, client-specific workflow integration, simultaneous logins and transactions, robust reporting and alerts, and access to more than 1 million IT products for federal, state, local, education, and commercial buyers.
• Artificial Intelligence (AI) Solutions AI consulting and integration services enabling intelligent outcomes through data access, scale, and control across on-premises, cloud, and edge environments, supporting the full AI lifecycle for government, SLED, and commercial clients.
• Storage Solutions Data center and virtualization strategy services including storage upgrades, data backup, archive, and disaster recovery solutions tailored to client workloads.
• Security Solutions Physical, endpoint, and cybersecurity services including digital risk management, data protection, threat monitoring, and hybrid environment security across boundaries, drawing on Verkada, Cisco, Thales, and other partner offerings.
• Satellite Communications (SATCOM) Solutions End-to-end satellite communications procurement and deployment including satellite terminals, tactical baseband solutions, line-of-sight communications, antenna/modem kits, CONUS/OCONUS training, and extended maintenance plans for defense and federal customers.
• Investigative Services Law enforcement equipment procurement including mobile interview systems, body worn cameras, in-car recording solutions, evidence management software, ballistic shields, and CCTV cameras, deployed across more than 15 countries.
• Project Management Services Certified PMP-led project oversight with documentation, engagement tracking, and ISO-certified quality management practices for IT transformation and deployment projects.
• White Glove Services Custom delivery services including asset tagging, imaging, device enrollment, TAA compliance, and CONUS/OCONUS deployment for schools and federal agencies.

Quantifiable outcome

• ITES-4H contract ceiling: $10 billion over 10 years
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

21 partnerships are on record, tiered core, minor and strategic.

• ApplecoreChannel Partner/ Reseller/ DistributorCounterTrade is an Apple Authorized Reseller, providing Apple products and offerings to government and education clients through dedicated portal (apple.countertrade.com).
• Dell TechnologiescoreChannel Partner/ Reseller/ DistributorKey technology partner providing servers, storage, client solutions, and AI solutions. CounterTrade received Dell Technologies 2023 'Excellence in Client Sales' Federal Partner Award with 191% CSG business growth. Also featured as Most Trusted Dell Solution Provider-2022.
• VerkadacoreChannel Partner/ Reseller/ DistributorSecurity solutions partner providing physical security, access control, and video security solutions through dedicated portal (verkada.countertrade.com).
• HP Inc.coreChannel Partner/ Reseller/ DistributorHP Inc. Gold Partner (since 2009) authorized to sell Personal and Printing Systems (PPS) and Enterprise Group (EG) products including servers, networking, and HP Converged Systems through NASPO ValuePoint and HP Direct Fulfillment Programs.
• HPE NetworkscoreChannel Partner/ Reseller/ DistributorHPE Networks Gold Partner authorized to provide networking equipment and solutions. Partner since 2009 with positions on HP Advisory Board and HP Public Sector Advisory Board.
• CiscocoreChannel Partner/ Reseller/ DistributorNetworking and communications equipment partner providing routers, switches, and unified communications solutions.
• MicrosoftcoreChannel Partner/ Reseller/ DistributorSoftware and cloud solutions partner providing Microsoft products and services to government clients.
• ServiceNowminorChannel Partner/ Reseller/ DistributorEnterprise service management and workflow automation solutions partner.
• DocuSigncoreChannel Partner/ Reseller/ DistributorElectronic signature and agreement cloud solutions. CounterTrade secured Department of Commerce 5-year $9.9M catalog award for DocuSign Agreement Cloud products and services under NASA SEWP V.
• CitrixminorChannel Partner/ Reseller/ DistributorVirtualization and remote work solutions partner.
• CanonminorChannel Partner/ Reseller/ DistributorImaging and document management solutions including printers and cameras.
• BoxminorChannel Partner/ Reseller/ DistributorCloud content management and collaboration platform partner.
• CienaminorChannel Partner/ Reseller/ DistributorNetworking infrastructure and optical transport solutions partner.
• Extreme NetworksminorChannel Partner/ Reseller/ DistributorNetwork switching and wireless solutions partner.
• ThalesminorChannel Partner/ Reseller/ DistributorSecurity and encryption technology solutions partner.
• PegaminorChannel Partner/ Reseller/ DistributorBusiness process management and customer engagement platform partner.
• Software AGminorChannel Partner/ Reseller/ DistributorEnterprise software and integration solutions partner.
• EpsonminorChannel Partner/ Reseller/ DistributorImaging and printing solutions partner.
• ORock TechnologiesminorChannel Partner/ Reseller/ DistributorCloud and technology solutions partner.
• AFCEAminorGTM or Marketing PartnerArmed Forces Communications and Electronics Association - professional association membership supporting government IT community.
• General John M. Murray (Ret.)strategicStrategic or Co-development PartnerRetired Four-Star General and former Commander of Army Futures Command joined as Strategic Consultant. Brings 4 decades of U.S. Army leadership experience in modernization, capability development, and operational readiness to support Department of War Division.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carahsoft Technology Corp. Carahsoft is one of the largest government IT value-added resellers, holding prime positions on most major federal contract vehicles (SEWP, CIO-CS, GSA, ITES) and aggregating software and hardware from thousands of OEMs. It is the closest direct competitor to CounterTrade in the federal IT procurement marketplace model.
• CDW Government (CDW-G): CDW-G is the dedicated federal/state/local government arm of CDW, offering hardware, software, and services across all major GWACs and cooperative contracts. It competes head-to-head with CounterTrade on SEWP, CIO-CS, GSA, ITES, and SLED cooperative vehicles.
• Insight Enterprises: Insight is a large global IT solutions provider with a substantial public-sector practice holding prime positions on NASA SEWP, NIH CIO-CS, GSA, and various DoD vehicles — directly comparable to CounterTrade's federal IT VAR and integrator model.
• immixGroup (TD SYNNEX Public Sector): immixGroup is a government IT value-added distributor and reseller holding prime positions on SEWP, GSA, and other federal vehicles. Acquired by TD SYNNEX, it serves software publishers and resellers targeting federal customers — closely matching CounterTrade's GWAC-based VAR model.
• Connection (Connection Enterprise Solutions): Connection is an enterprise IT solutions provider with a dedicated public-sector division holding prime positions on SEWP, CIO-CS, GSA, and DoD vehicles. It is closely comparable to CounterTrade in size and contract-vehicle footprint for federal IT procurement.
• EC America (a TD SYNNEX company): EC America is a government IT value-added reseller holding prime contractor positions on SEWP and other federal vehicles, focused on aggregating IT products and services for federal customers — directly analogous to CounterTrade's contract-vehicle-based VAR business.
• Four Inc. Four Inc. is a HUBZone-certified government IT value-added reseller that aggregates IT products and services for federal agencies via prime positions on GSA, SEWP, and DoD vehicles. Comparable to CounterTrade in being a mid-sized, contract-vehicle-anchored federal IT VAR.
• GovSmart: GovSmart is a small-business government IT VAR holding prime positions on SEWP, GSA, and other federal vehicles, focused on federal IT procurement for agencies. It is a close peer to CounterTrade in scale, contract-vehicle strategy, and small-business set-aside positioning.

Broad incumbents

• SHI International: SHI is one of the largest privately-held IT solutions providers with a sizable federal and SLED practice holding primes on multiple GWACs. It is broader than CounterTrade but competes on the same federal IT procurement vehicles and provides similar hardware, software, and services aggregation.

Regional players

• DLT Solutions (now part of TD SYNNEX Public Sector): DLT Solutions (now TD SYNNEX Public Sector) is a government-focused technology solutions aggregator serving federal agencies with software, security, and IT offerings. It is comparable in serving federal customers via contract vehicles and aggregating software/hardware from multiple OEMs.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/countertrade
• Facebookfacebook.com/countertrade
• LinkedInlinkedin.com/company/countertrade-products-inc-
• Instagraminstagram.com/countertrade_products_inc

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 CounterTrade Products, Inc.