what.digital
what.digital is a Zurich-based AI-enabled digital consultancy that designs, builds, and operates websites, Shopify Plus stores, and AI workflow automations for Swiss SMEs and DACH mid-market companies, delivering end-to-end implementation under a 50% co-investment discovery model.
- Company typePrivate
- Founded2015
- HeadquartersZürich, Switzerland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What what.digital does
what. AG (trading as what.digital) is a Zurich-headquartered, privately held digital consultancy and implementation agency founded in 2015. It targets Swiss SMEs and DACH mid-market companies, addressing disconnected tools, legacy software, and slow digital transformation through a three-phase engagement model: Discovery (data-driven audit with a 50% co-investment model), Design and Build (pilot programs over 3-6 months), and Optimise and Scale. The company describes itself as having 50+ specialists under a hybrid delivery model and claims a portfolio of 2,000+ WordPress projects, 200+ Shopify stores, and 100+ customers.
The core product portfolio spans four areas: Websites (assessment, relaunch, and development on WordPress, CraftCMS, Django CMS, Payload CMS, and Neos CMS), Shops (Shopify Plus design, migration, and custom connector development including Akeneo PIM, Emarsys CRM, MF Group, and Intelligix ERP integrations), Product-led Growth (scope workshops, MVP development, design sprints, growth hacking, and AI-enhanced branding), and AI Automation (custom AI agents, workflow automation, and tools integration). AI is applied by default across delivery using Claude Code for development acceleration and same-day prototyping, and the company also operates a Web3 service line that has supported token sales including a $2.1M raise for Cerebrum DAO.
The business model is professional services revenue plus one-time project licensing. Pricing is openly published and ranges from CHF 2,500 for one-pagers to CHF 200,000+ for web platforms and portals, with multi-year contracts on the largest builds. The go-to-market is sales-led via a website discovery quiz and free consultation booking, targeting enterprise and mid-market logos across biotech, fashion retail, manufacturing, food and beverage, blockchain, enterprise SaaS, financial services, and advertising. Notable customers include Anaplan, APG|SGA, Kendris, Laufen, BB Biotech, and Metro Boutique. In 2024 the company acquired Onebyte AG to strengthen WordPress and Shopify capacity. No revenue, funding, or ownership disclosures are available beyond the founder, Luke Szkudlarek, who leads growth strategy and previously managed digital marketing budgets at HSBC.
what.digital firmographics
Firmographics- Name
- what.digital
- Legal name
- what. AG
- Website
- https://what.digital
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- what.digital is a Zurich-based AI-enabled digital consultancy that designs, builds, and operates websites, Shopify Plus stores, and AI workflow automations for Swiss SMEs and DACH mid-market companies, delivering end-to-end implementation under a 50% co-investment discovery model.
- Ownership category
- akta.pro rank
what.digital industry classification
Industry- Product category
- Digital Transformation Consulting
- NAICS
- Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Customer Experience (CX) & Digital Experience (BPAHAEAC)
- akta.pro secondary industries
- Digital & Technology Transformation Consulting (BPAHACAH), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Enterprise Architecture & Technology Roadmapping (BPAEAAAC)
Keywords
Where what.digital is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
what.digital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Services / Consulting: Project-based consulting and implementation services for Swiss SMEs. Engagement model includes discovery assessment (co-invested at 50%), followed by design/build/implementation phases. Services span website development, e-commerce, AI automation, and digital transformation.
- Website & Digital Development: Website development, redesign, and migration services using various CMS platforms (WordPress, Django CMS, CraftCMS, Payload CMS). Pricing ranges from CHF 2,500 for one-pagers to CHF 200,000+ for web platforms.
- E-commerce Solutions: Shopify Plus design, development, and migration services. Includes custom connector development, payment integration, and ongoing optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | One time/ perpetual license | Website Assessment - Co-invested |
| One time/ perpetual license | One time/ perpetual license | Onepager - Basic Website |
| One time/ perpetual license | One time/ perpetual license | Small Single-language Website |
| One time/ perpetual license | One time/ perpetual license | Medium Multilingual Website |
| One time/ perpetual license | One time/ perpetual license | Large Complex Multilingual Website |
| One time/ perpetual license | Multi-year contract | Web Platform / Portal Solution |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
what.digital product offering
Product offeringCore offering
what.digital is a Zurich-based digital consultancy and implementation agency that transforms Swiss SMEs into AI-enabled businesses. It designs and builds AI-enabled workflows, websites (on WordPress, CraftCMS, Django CMS, Payload CMS, Neos CMS), Shopify Plus e-commerce stores, payment/ERP/PIM integrations, and product-led growth programs, owning delivery end-to-end through a Discovery, Design & Build, and Optimise & Scale methodology with a 50% co-investment model on assessments.
Product overview
what.digital is an AI-enabled business transformation consultancy and implementation agency for Swiss SMEs. The company offers a unified portfolio spanning four interconnected areas: Websites (assessment, relaunch, and development on WordPress, CraftCMS, Django CMS, and Payload CMS), Shops (Shopify Plus stores, ERP integration, and payment integrations including CRIF, Ideal Payment, Abilita, and MF Group), Product-led Growth (scope workshop, MVP development, design sprint, growth hacking, and AI-enhanced branding), and AI Automation (custom AI agents, workflow automation, tools integration, and AI-assisted development). The engagement model follows a three-phase approach: Discovery (data-driven audit with 50% co-investment), Design & Build (pilot programs over 3–6 months), and Optimise & Scale. AI is applied by default across all delivery to accelerate analysis, raise quality, and enable leaner execution. The company owns implementation end-to-end through a hybrid delivery model with a Zurich HQ and 50+ specialists.
Differentiator
Problem solved
Functional benefit
Products and services
- Website Assessment Multi-angle website audit evaluating UX, user behavior data, competitive benchmarking, SEO, marketing channel performance, and conversion potential, delivered as a prioritised roadmap in approximately 4 weeks by senior specialists under a 50% co-investment pricing model.
- Website Relaunch End-to-end website redesign and migration service covering strategy, UX design, content migration, technical development, QA testing, and post-launch optimization across WordPress, CraftCMS, Django CMS, Payload CMS, and other CMS platforms.
- Shopify Stores Bespoke Shopify Plus and Shopify store design, development, migration, and scaling service with capabilities spanning storefront design, checkout customisation, app development, and platform migration; what. is a leading Shopify Plus agency in Switzerland with 200+ completed stores.
- AI Agents and Workflow Automation AI automation consulting that designs and implements intelligent workflows and custom AI agents, including AI-assisted processes and autonomous workflow systems for business operations, customer onboarding, marketing campaigns, and platform modernization.
- Product-led Growth Go-to-market strategy and product growth service covering scope workshop, MVP development, design sprint, growth hacking, assessment, and AI-enhanced branding as a structured engagement from concept validation through scaling.
- Web3 and Crypto Consulting Web3 consulting and development service for blockchain projects, including dApps, DAOs, NFT platforms, and decentralised science applications, supporting token sales, community building, and Web3 transformation for both new and existing brands.
Quantifiable outcome
- 55% TCO savings over 5 years
- +4 more outcomes
Companies that use what.digital
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
what.digital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability8 records
Feature3 records
what.digital partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- AkeneocorePIM system used by Metro Boutique. what. built a custom connector for Akeneo integration with Shopify Plus after the existing vendor connector proved inadequate for the client's specific data structure.
- EmarsyscoreCRM, email automation, and loyalty program (M-Coins) integration retained during Metro Boutique Shopify Plus migration.
- MF Group / PowerpaycoreBuy on account payment solution integrated for Metro Boutique Shopify store. Custom payment method built for physical gift card validation via external payment provider.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
what.digital competitors and assessment
Company assessmentDirect peers
- AOE: German digital agency with comparable enterprise CMS, e-commerce platform and digital transformation offerings for mid-market and enterprise clients across DACH.
- Unic: Zurich-headquartered digital agency with comparable end-to-end web, e-commerce, and digital transformation services for Swiss enterprise and mid-market clients. Direct overlap in CMS and platform engineering.
- Srape: Swiss digital agency specializing in Shopify Plus, web platforms and digital commerce — directly comparable to what.'s Shopify practice and e-commerce migration offering for Swiss/DACH retailers.
- Liip: Swiss digital agency based in Zurich/Fribourg with similar full-service web, e-commerce and CMS expertise. Closely comparable on Swiss SME focus, headcount scale, and service portfolio (WordPress, Shopify, custom web platforms).
Broad incumbents
- Elca: Swiss IT services and software company with significant digital/website practice. Overlaps with what. on enterprise web development, CMS implementation, and digital transformation consulting.
- Dept: Global digital agency with a strong DACH footprint (including the acquired Netcentric Swiss operation) competing for similar website, e-commerce and digital experience mandates. Larger scale but overlapping service portfolio.
- Namics (Merkle DACH): Swiss-origin digital agency, now part of Merkle/Dentsu, with deep enterprise CMS, e-commerce and platform engineering practices. Comparable on technology stack and DACH enterprise client base.
- Valantic: DACH-focused digital consulting and solutions firm with adjacent e-commerce, CRM, and digital transformation practices. Comparable on Swiss/DACH mid-market client profile.
Regional players
- Novomind: Hamburg-based e-commerce and digital commerce specialist with strong Shopify Plus and PIM/ERP integration capabilities. Comparable on the Shopify Plus migration and integration work that anchors what.'s ecommerce practice.
Others
- Elementary Robotics (Workreap) — replaced with: yuhuanna / Elbconnect: Swiss-headquartered design and digital agency (head.) competing for similar brand, website and digital experience mandates from Swiss SMEs and enterprise clients. Comparable on Swiss-market focus and design-led engagement model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
what.digital social profiles
Digital presencewhat.digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
what.digital leadership team
Management profileNumber of profiles
Profiles11 records
what.digital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
what.digital 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 what.digital
What does what.digital do?
what.digital is a Zurich-based digital consultancy and implementation agency that transforms Swiss SMEs into AI-enabled businesses. It designs and builds AI-enabled workflows, websites (on WordPress, CraftCMS, Django CMS, Payload CMS, Neos CMS), Shopify Plus e-commerce stores, payment/ERP/PIM integrations, and product-led growth programs, owning delivery end-to-end through a Discovery, Design & Build, and Optimise & Scale methodology with a 50% co-investment model on assessments.
Is what.digital a public or private company?
what.digital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was what.digital founded?
what.digital was founded in 2015. It employs 11 to 50 people.
Where is what.digital based?
what.digital is headquartered in Zürich, Switzerland, in the Europe region.
How does what.digital make money?
Three revenue lines are on record. Professional Services / Consulting is the primary driver. The others are website & Digital Development and E-commerce Solutions.
Who are what.digital's main competitors?
Direct peers on record are AOE, Unic, Srape and Liip. Broad incumbents are Elca, Dept, Namics (Merkle DACH) and Valantic. Novomind is listed as a regional player. Elementary Robotics (Workreap) — replaced with: yuhuanna / Elbconnect is listed as an others.
Does what.digital have an API?
No public API is recorded for what.digital.
What industry is what.digital in?
what.digital's product category is Digital Transformation Consulting. Its primary akta.pro industry code is BPAHAEAC, Customer Experience (CX) & Digital Experience, with a secondary code of BPAHACAH, Digital & Technology Transformation Consulting. Its NAICS code is 541512 and its SIC code is 7371.