The Etailers

What The Etailers does

The Etailers (Etailers Ecommerce, SL) is a Barcelona-based e-commerce implementation and outsourcing agency founded in 2010. The company designs, builds, and operates online storefronts for European consumer and industrial brands, with core expertise in Magento and Adobe Commerce platforms. Its stated client base spans more than 40 logos across FMCG (Danone, Schweppes, Affinity Petcare), consumer goods (Vileda, Haribo, Borges, Torres, Fontvella, Martiderm), eyewear (Luxottica), industrial supplies (Würth), protective cases (Peli Products), and NGO (Oxfam) segments, with service coverage across Spain, Germany, France, Italy, the Netherlands, and the United Kingdom. The company is co-founded by Didac Lee and Santiago Sánchez, with Sánchez serving as General Director; headcount is reported at 251–500 employees.

The company earns revenue through a combination of project-based implementation services, ongoing managed services, and an emerging portfolio of proprietary productized tools. Its product surface includes EcommGuard (an analytics and operations dashboard for e-commerce merchants), Picgenio (a generative AI tool for product image creation), and Hyvä Theme (a frontend implementation product for Magento/Adobe Commerce). The company holds partner certifications with Adobe (Solution Partner Bronze), BigCommerce, Google, and Connectif (Prime Partner), indicating a multi-platform ecosystem strategy rather than single-vendor commitment. Capital structure reflects a single 2012 venture round of approximately $502K from Criteria Venture Tech, with subsequent growth funded organically.

The business model is primarily services-led: implementation projects, retainer-based managed services, and cross-border rollouts (e.g., the Peli Products deployment across 15 European countries). The proprietary tools (EcommGuard, Picgenio, Hyvä Theme) represent an attempted evolution toward higher-margin, recurring product revenue, though the share of revenue derived from product versus services is not disclosed. Headcount, client mix, and product cadence suggest a stable mid-market services business executing a gradual productization pivot rather than a venture-scaled platform play.

Name

The Etailers

Legal name

Etailers Ecommerce, SL

Website

https://theetailers.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

The Etailers is a Barcelona-based e-commerce agency founded in 2010 that builds and operates Adobe Commerce and Magento storefronts for European brands across FMCG, consumer goods, industrial, and NGO verticals, with an emerging portfolio of proprietary analytics and AI tooling.

Ownership category

akta.pro rank

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Outsourcing Services: Comprehensive e-commerce outsourcing services including digital business strategy, technology implementation (Magento/Adobe Commerce), and operational support. Services encompass online strategy development, digital marketing (SEO, PPC, email marketing, automation, personalization), and integrated operational support reinforcing commercial processes.
2. EcommGuard Dashboard Solution: Proprietary reporting and analytics dashboard (EcommGuard) offered as part of their service portfolio, providing executive dashboards with real-time data integration from multiple sources.
3. International Expansion Services: B2B marketplace model implementation for international expansion, including merchant of record services for fiscal and legal compliance across European markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

The Etailers is an e-commerce outsourcing firm that creates, manages, and operates customized online stores for B2C and B2B clients, with deep specialization in Magento / Adobe Commerce platform development, headless storefronts, and omnichannel integrations. The offering combines strategy, technology (Magento/Adobe Commerce development, headless storefronts, Hyvå Theme), digital marketing (SEO, PPC, email, automation), and operations (order management, fulfillment, cross-border merchant of record services), supported by proprietary tools including the EcommGuard analytics dashboard and the Picgenio AI image generator.

Product overview

The Etailers is an e-commerce outsourcing company specializing in Magento/Adobe Commerce. Its offering is a platform-plus-services model centered on: (1) Magento/Adobe Commerce Development as the core e-commerce technology platform, including headless/composable storefronts (Adobe Commerce Storefront) and Hyvä Theme for modern frontend development; (2) EcommGuard, a proprietary omnichannel measurement and analytics dashboard that centralizes data from e-commerce, marketing, advertising, CRM, and ERP systems via APIs into PostgreSQL, visualized in Power BI or Looker Studio, with predictive analytics capabilities; (3) Picgenio, an AI image generator for creating product visuals, social media content, and advertising creatives integrated with major e-commerce platforms; (4) Connectif-powered marketing automation and personalization services; and (5) Digital Business Strategy and Operations services. The portfolio is designed for B2C and B2B brands seeking comprehensive e-commerce outsourcing from strategy through technology to day-to-day operations.

Differentiator

Problem solved

Functional benefit

Brands

• EcommGuard: Proprietary omnichannel analytics dashboard and reporting tool developed by The Etailers for e-commerce businesses to centralize online and offline data.
• Picgenio

Products and services

• E-commerce Outsourcing
• Magento / Adobe Commerce Development
• Digital Business Strategy
• Operations
• EcommGuard
• EcommGuard Analytics and Predictive Reports
• Hyvä Theme for Adobe Commerce
• Picgenio
• Adobe Commerce Storefront (Headless Implementation)
• Connectif Marketing Automation Service

Quantifiable outcome

• PELI Products expanded to 15 European countries through marketplace model
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability12 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• ConnectifcoreStrategic or Co-development Partner · 1 January 2025Prime Partner and Data First certified partner. Multi-year strategic partnership involving joint customer projects, co-hosted webinars (Data First ecommerce webinar), B2B personalization case studies, and ongoing platform collaboration. The Etailers implements Connectif marketing automation, CRM integration, and customer journey personalization for e-commerce clients.
• Adobe (Magento)coreTechnology or IntegrationAdobe Solution Partner Bronze status. The Etailers specializes in Magento/Adobe Commerce implementations, offering platform development, customization, and optimization services. Certified expertise in Adobe Commerce Cloud, headless commerce (Storefront), and Adobe Experience Manager integration.
• BigCommercecoreTechnology or IntegrationOfficial BigCommerce partner directory listing (partner ID 2000333). Provides BigCommerce platform implementation and development services as part of their e-commerce outsourcing offerings.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theetailers
• Facebookfacebook.com/theetailers
• LinkedInlinkedin.com/company/the-etailers

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 The Etailers