Hertwill

What Hertwill does

Hertwill OÜ is a Tallinn, Estonia-based dropshipping-as-a-service platform, founded in 2022, that connects Shopify and WooCommerce merchants with a curated catalog of 200+ European and US brands for resale without inventory holding. Its core product is a native app/plugin integration that allows one-click product addition, automated real-time inventory synchronization, and automated order fulfillment from EU and US warehouses. Eighty percent of products are manufactured in Europe or the US, and the platform explicitly distinguishes itself from Asia-sourced dropshipping competitors on quality, fast shipping, returns handling, and warranty support. Distribution relies on the Shopify App Store and WordPress Plugin Directory, supplemented by country-dedicated SEO destinations, organic social, and content marketing; the average rating across app stores is 4.9/5.

The company monetizes via a wholesale-margin / take-rate model: merchants purchase at wholesale prices through Hertwill, set their own retail prices, and Hertwill captures the spread between wholesale and retail. Pricing is quote-based and not publicly disclosed, with a free trial available without credit card. The merchant base is SMB-focused, with reported scale of 1,500-1,800 stores (the platform itself cites 1,500+, third-party sources cite 1,800+), and the company points to outcomes including top stores exceeding €1M in sales and a case study of growth from €0 to €300K. Customers are predominantly quality-focused small merchants in verticals including apparel, footwear, beauty, kids' items, home and garden, bags, and jewellery across 10+ European countries plus the United States.

Hertwill is privately held and backed by Finnish venture capital firm Icebreaker VC. It was co-founded by Roland Kriibi (former ML/Data Lead at Pipedrive), Annamari Kenk (former UI/UX designer at Single Earth), and Joosep Sibul (former Product Manager of Digital Channels at Omniva). The lean team of 1-10 employees operates from Peetri 12, Tallinn 10415, with company number 16216305. Product surface has expanded beyond the core platform to include BuildWill AI (an AI-assisted store management feature) and a public developer API available at /docs.

Name

Hertwill

Legal name

Hertwill OÜ

Website

https://hertwill.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Hertwill OÜ is an Estonian-based automated dropshipping platform for Shopify and WooCommerce merchants, offering products from 200+ exclusive European and US brands with one-click integration, automated inventory sync, and EU/US warehouse fulfillment for 1,500-1,800 small online merchants.

Ownership category

akta.pro rank

Product category

Dropshipping & E-commerce Fulfilment Platform

NAICS

Apparel, Piece Goods, and Notions Merchant Wholesalers (4243)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYCRAFAMAJ

Dropshipping & Supplier Fulfillment Services

Consumer Products & Retail/E-commerce & Marketplaces/E-commerce Fulfillment and Logistics Services

SECONDARYCRAFAHAO

Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Wholesale/B2B E-commerce Marketplaces

SECONDARYCRAFAJAD

Cross-border Dropshipping & Sourcing Platforms

Consumer Products & Retail/E-commerce & Marketplaces/Cross-border & International E-commerce

Keywords

• Automated dropshipping platform
• Shopify dropshipping app
• WooCommerce dropshipping plugin
• European brand sourcing
• Ecommerce fulfilment automation

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Dropshipping Margin/Take Rate: Hertwill earns revenue by taking a margin on wholesale prices charged to merchants. Merchants purchase at wholesale rates and set their own retail prices, with the difference representing Hertwill's revenue. The platform handles fulfillment while merchants handle sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Hertwill operates an automated dropshipping platform that connects Shopify and WooCommerce merchants with products from more than 200 European and US brands. Merchants add products with one click and Hertwill handles real-time inventory synchronization and order fulfillment from EU or US warehouses. The platform differentiates itself through premium, locally-made brands (80% manufactured in Europe or the US) unavailable on mainstream dropshipping marketplaces like Amazon or AliExpress, with returns, exchanges, and warranty support included.

Product overview

Hertwill is a premium dropshipping platform that operates as a unified marketplace connecting Shopify and WooCommerce merchants with over 200 European and US brands. The core product consists of the Hertwill Dropshipping Platform, complemented by native integrations through the Hertwill Shopify App and Hertwill WooCommerce Plugin, which enable merchants to connect their e-commerce stores, browse and sync thousands of products, and automate order fulfillment. Additional offerings include the BuildWill AI tool for AI-powered store management. The platform emphasizes quality products made locally, with 80% of items manufactured in Europe or the US, and features brands across categories including apparel, footwear, bags, beauty, home & garden, jewellery, and kids' products. The platform is headquartered in Estonia with over 1,500 stores currently using the service.

Differentiator

Problem solved

Functional benefit

Products and services

• Hertwill Dropshipping Platform A premium automated dropshipping platform that connects Shopify and WooCommerce merchants with products from 200+ European and US brands. Handles product syncing, inventory management, automated shipping from local EU/US warehouses, returns and warranty support.
• Hertwill Shopify App Native Shopify application enabling merchants to browse and sync products from EU/US brands directly in their Shopify admin, with automated inventory updates and order fulfillment. Rated 4.9/5 on the Shopify App Store.
• Hertwill WooCommerce Plugin WordPress/WooCommerce plugin that integrates Hertwill's dropshipping catalog with WooCommerce stores, providing automated product syncing and fulfillment capabilities from EU and US warehouses.
• BuildWill AI An AI-powered tool referenced as 'Let AI run your store', offering automated store management and content-to-product conversion functionality on top of the Hertwill dropshipping platform.

Quantifiable outcome

• 4.9/5 average rating on Shopify and WooCommerce app stores
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationHertwill operates a Shopify App Store integration allowing Shopify merchants to connect their stores and access EU/US brands for dropshipping. The app is rated 4.9/5 on the Shopify App Store.
• WooCommerce/WordPresscoreTechnology or IntegrationHertwill offers a WooCommerce/WordPress plugin enabling WordPress store owners to access the dropshipping platform. Listed in the WordPress Plugin Directory with positive ratings.
• PipedriveminorOthersFounder Roland Kriibi previously served as Machine Learning and Data Lead at Estonian unicorn Pipedrive, establishing industry expertise.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Spocket: Spocket is a direct competitor offering automated dropshipping of US/EU suppliers integrated with Shopify and WooCommerce. It targets the same quality-focused merchant segment as Hertwill with similar catalog curation and local-warehouse fulfillment.
• Zendrop: Zendrop is a Shopify/WooCommerce dropshipping automation platform with on-demand fulfillment. It overlaps with Hertwill on automated product syncing and order routing, though its catalog skews more toward Asian suppliers.
• AutoDS: AutoDS provides automated dropshipping tools across multiple marketplaces and ecommerce platforms, including product importing, inventory sync, and automated order fulfillment — directly overlapping with Hertwill's core automation features.
• Yakkyofy: Yakkyofy is a fully automated dropshipping platform offering EU/US-based suppliers with Shopify and WooCommerce integration. It is comparable to Hertwill in automation, supplier geography, and SMB merchant target.
• Eprolo: Eprolo is a dropshipping platform with product sourcing, branding, and automated order fulfillment for Shopify stores. It is comparable in merchant automation but typically sources from a broader (often Asian) supplier base.
• Dropshipman: Dropshipman offers one-click product import and automated fulfillment for Shopify and WooCommerce stores, comparable in functionality and target merchant to Hertwill, though with different supplier geography.

Broad incumbents

• CJ Dropshipping: CJ Dropshipping is a large global dropshipping supplier and fulfillment network with broader geographic sourcing and a much larger catalog than Hertwill. It competes in automated fulfillment but from a scale-led, low-cost positioning.

Regional players

• Sellvia: Sellvia focuses on US-based dropshipping fulfillment for European merchants. It overlaps with Hertwill's premium-quality, fast-shipping positioning but is regional to the US-to-Europe lane.

Emerging players

• Printful: Printful is a print-on-demand and dropshipping platform integrated with Shopify and WooCommerce, with EU/US fulfillment centers. It overlaps with Hertwill on the integration layer and EU/US fulfillment but focuses on POD rather than multi-brand product sourcing.

Others

• ShipBob: ShipBob is a fulfillment and warehousing provider serving ecommerce merchants with EU/US warehouses. It is comparable as an enabling infrastructure player whose services could substitute or augment Hertwill's fulfillment stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Hertwill
• LinkedInlinkedin.com/company/hertwill
• Instagraminstagram.com/hertwill

Compliance4 records

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 Hertwill