What Toxic Interactive Solutions does

Toxic Interactive Solutions AB is a privately held Swedish digital agency founded in 1996 by Kalle Ekstrand and headquartered in Anderstorp, Sweden, with regional offices in Jönköping, Borås, and Göteborg. The firm operates horizontally across B2B e-commerce, corporate web platforms, system integration, UX/UI design, and digital marketing, serving Nordic mid-to-large enterprises across industries such as manufacturing, automotive, real estate, agriculture, logistics, and industrial equipment. Notable customer engagements include a 90-dealer-site Umbraco Cloud deployment for K.W. Bruun/Wismo Automotive, a Litium-based B2B e-commerce platform for Varsego, an accessibility and SEO program for SIA Glass that produced a +257% organic visibility uplift, and a Modular Finance–integrated investor-relations site for Vestum. Founded-owned leadership remains in place via founder/Chief Sales Officer Kalle Ekstrand, supported by CEO Daniel Eriksson and a 30–50-person team including recognized specialists such as Umbraco MVP 2026 Daniel Andersson. The firm is funded entirely by operating cash flow (no funding rounds, no parent company), is profitable, holds the highest creditworthiness rating from UC, and in 2025 was named a Di Gasell growth company.

Toxic's technical stack is anchored by partner platforms rather than proprietary infrastructure. Web delivery is built on Umbraco CMS (Platinum Partner since 2023, first in the Nordics, Contributing Platinum Partner 2025) and Sitevision; B2B e-commerce is built on Litium (Premium Solution Partner) and Norce; integration work is powered by EntityFlow, a proprietary middleware engine used to connect client ERPs (Monitor G5, Vitec, HiCore), PIMs, and e-commerce backends. Supporting capabilities include React/React Native for mobile apps (e.g., Dynocontrol explosives-tracking app),.NET backend services, Azure cloud hosting with headless architecture, and Elastic Search for product data. The model uses custom Umbraco frameworks capable of running multi-site estates (90 dealer sites in a single installation), a CPQ/product-configurator module, PunchOut procurement integration, and customer-portal modules. The proprietary EntityFlow integration engine is positioned as a differentiator for clients with complex system landscapes.

Revenue is generated primarily through professional services delivered on a project basis with multi-year framework agreements and ongoing management retainers. Pricing is consultative and quote-driven; the only publicly disclosed rate is a unit-priced accessibility-analysis package starting at 9,900 SEK. Go-to-market runs through direct sales with a layered team of a Key Account Manager, Business Area Managers for Web and E-commerce, and dedicated sales support from the CEO and founder, supported by a content-marketing engine (knowledge bank, case studies, SEO) and platform-vendor referrals from Umbraco and Litium. Customer count is reported as 300+ since 1996, with no parent company, external investors, or public listing.

Name

Toxic Interactive Solutions

Legal name

Toxic Interactive Solutions AB

Website

https://toxic.se

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Toxic Interactive Solutions is a Swedish digital agency founded in 1996 that builds B2B e-commerce platforms on Litium/Norce, corporate websites on Umbraco, and system integrations via its proprietary EntityFlow engine, primarily serving Nordic mid-to-large enterprises.

Ownership category

akta.pro rank

Product category

Digital Agency Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Graphic Design Services (541430)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising Agencies (7311)

akta.pro primary industry

Digital Experience Monitoring & Management (DEX/DEM, AIOps for EUC) (BPAEAIAF)

Keywords

• Digital agency services
• B2b ecommerce platforms
• Web development solutions
• System integration services
• Digital marketing agency

Headquarters

HQ city

Jönköping

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Web Development: Custom web development services including design, development, and deployment of websites on Umbraco and other platforms. Project-based engagement with discovery, design, development, testing, and launch phases.
2. Professional Services - E-commerce Solutions: B2B e-commerce implementation on Litium and Norce platforms, including PIM integration, product configurators, and B2B-specific features like PunchOut and customer portals.
3. System Integration Services: Custom integration development connecting client systems, ERPs, and business applications. Includes ongoing maintenance and support services.
4. Digital Marketing Services: SEO, Google Ads, Paid Social, and digital analytics services to drive client visibility and conversions. Ongoing retainer-based engagements.
5. UX/UI Design Services: User experience and interface design services for digital platforms, including visual identity and accessibility analysis.
6. Ongoing Management and Support: Continuous website management, updates, support, and further development after initial project launch. Framework agreements and retainer relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Toxic Interactive Solutions is a Swedish digital agency that builds custom B2B e-commerce platforms on Litium and Norce, develops websites and web platforms on Umbraco and Sitevision, designs UX/UI, and runs digital marketing campaigns. The firm also delivers system integration services via its proprietary EntityFlow engine, custom application and business system development, and ongoing managed services for digital platforms.

Product overview

Toxic Interactive Solutions is a digital agency offering integrated digital business solutions across e-commerce, web development, system integration, design/UX, and digital marketing. The core offering is structured around four main service areas: (1) Digital Business (E-commerce on Litium and Norce platforms, including customer portals, PIM, product configurators/CPQ, and PunchOut; Web solutions on Umbraco and Sitevision, including accessibility optimization and IR-web); (2) Tailored Solutions (System integration via proprietary EntityFlow engine, application development, system development, and business-customized systems); (3) Design & UX (UX/UI design, digital design, and visual identity); and (4) Digital Marketing (SEO, Google Ads, Paid Social, digital analysis, and web analytics). The company operates as a Platinum Partner to Umbraco and Premium Solution Partner to Litium.

Differentiator

Problem solved

Functional benefit

Products and services

• E-handel (B2B E-commerce Solutions) B2B e-commerce solutions that streamline buying journeys, integrate with business systems (ERP, PIM), and support business growth. Developed on Litium and Norce platforms for manufacturing, wholesale, and distribution clients.
• Kundportal (Customer Portal) Customer portal solution enabling B2B customers to access personalized content, orders, pricing, and account information within the e-commerce ecosystem.
• PIM-system (Product Information Management) Product Information Management system for managing product data, catalogs, and digital assets across multiple sales channels.
• Produktkonfigurator och CPQ (Product Configurator and CPQ) Product configurator and Configure, Price, Quote solution for complex B2B products with variant selection, pricing rules, and quote generation.
• PunchOut PunchOut catalog integration enabling B2B procurement workflows where customers access supplier catalogs directly from their procurement systems.
• Webbplatser (Websites) User-friendly, SEO-optimized websites built on Umbraco and Sitevision, designed to meet business goals with creative design and advanced technology.
• Tillgänglighetsanpassning (Accessibility Optimization) Accessibility analysis and optimization services ensuring websites and digital platforms meet WCAG requirements and provide better user experience for all.
• IR-webb (Investor Relations Web) Web solutions for investor relations, including automated financial information publishing, stock data integration, and corporate governance content.
• EntityFlow Integration Engine Toxic's proprietary integration engine for connecting data, processes, and business flows across systems. Used for ERP integrations, data synchronization, and automated workflows.
• Systemintegration (System Integration) System integration services connecting disparate business systems, enabling data flow and process automation across organizational infrastructure.
• Applikationsutveckling (Application Development) Custom application development services building web and mobile applications tailored to specific business needs.
• Systemutveckling (System Development) System development services creating custom software solutions and business systems.
• Verksamhetsanpassade system (Business-Customized Systems) Customized business systems developed to meet specific organizational requirements and workflows.
• UX/UI-design User experience and interface design services creating digital experiences that are engaging, brand-strengthening, and sales-driving.
• Digital Design Digital design services for creating visual design across digital platforms and touchpoints.
• Grafisk identitet (Visual Identity) Graphic identity and brand identity design services for consistent visual communication across all channels.
• SEO (Search Engine Optimization) Search engine optimization services increasing visibility and driving organic traffic through technical and content optimization.
• Google Ads Google Ads management services for paid search campaigns targeting specific audiences and driving conversions.
• Paid Social

Quantifiable outcome

• SIA Glass achieved +257% organic visibility increase and +154% e-commerce sales growth over 3 years
• +5 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• UmbracoflagshipTechnology or Integration · 1 January 2023Toxic is Nordic region's first Umbraco Platinum Partner since 2023, having held highest partnership level since 2018. They are also Umbraco Contributing Platinum Partner 2025, recognized for actively contributing to the Umbraco ecosystem. They have completed approximately 150 Umbraco projects and are the only Swedish agency nominated for Umbraco Awards four years in a row.
• LitiumflagshipTechnology or IntegrationToxic is Premium Solution Partner to Litium with expertise in B2B e-commerce implementations. They develop e-commerce solutions on Litium with focus on complex B2B features including PIM, product configurators, PunchOut, and ERP integration.
• NorcecoreTechnology or IntegrationToxic develops e-commerce solutions on Norce platform alongside Litium, offering modern e-commerce engine combined with Umbraco Storefront for flexible headless commerce.
• SitevisioncoreTechnology or IntegrationPartnership for web solutions on Sitevision CMS platform, offering alternative to Umbraco for certain client needs.
• ShopsprayminorChannel Partner/ Reseller/ DistributorPartner for e-commerce and PIM solutions, offering additional platform options for client projects.
• Modular FinancecoreTechnology or IntegrationTechnical partnership for investor relations and financial reporting integrations. Used in Vestum case for automated financial data publication and report management.
• HubSpotcoreTechnology or IntegrationHubSpot is used for marketing automation, cookie management, email personalization, and visitor tracking on Toxic's website for customized content delivery.
• GooglecoreTechnology or IntegrationGoogle Partner status for Google Ads management services, enabling certified digital advertising for clients.
• MetacoreTechnology or IntegrationMeta Business Partner for Facebook, Instagram, and advertising services, enabling social media advertising capabilities.
• ViteccoreTechnology or IntegrationIntegration with Vitec estate agency system for Länsförsäkringar Fastighetsförmedling project, enabling automatic property data synchronization.
• Monitor ERPcoreTechnology or IntegrationIntegration with Monitor G5 ERP system for Furhoffs B2B e-commerce project, enabling automated pricing, inventory, and customer-specific contract management.
• AzurecoreTechnology or IntegrationMicrosoft Azure cloud platform used for hosting Umbraco solutions with headless architecture and standalone Azure deployments.
• Elastic SearchcoreTechnology or IntegrationSearch technology integrated into e-commerce solutions for fast and reliable product data management and search functionality.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Netlight: Netlight is a Nordic management and IT consultancy with offices across Sweden, Norway, Denmark, Finland, and Germany. Overlaps with Toxic on digital transformation and technology consulting for enterprise clients, with a broader service portfolio.
• Knowit: Knowit is a larger Nordic IT and digital consultancy with offices across Sweden, Norway, Denmark, and Finland offering strategy, design, technology, and e-commerce services. Overlaps with Toxic's enterprise digital services but operates at significantly greater scale and breadth.
• Valtech: Valtech is a global digital agency with Nordic operations providing commerce, content, data, and experience services. Competes with Toxic for enterprise e-commerce and CMS mandates in the Nordics with significantly larger international resources.
• Bouvet: Bouvet is a Norwegian-listed Scandinavian consultancy providing IT, design, and communication services with strong Swedish operations. Comparable in Nordic enterprise client base and digital service breadth, but operates at larger scale than Toxic.
• Sigma IT Group: Sigma IT & Telecom is part of the larger Sigma Group, a Swedish IT consultancy providing digital solutions, system development, and consulting services. Competes with Toxic for Swedish enterprise digital mandates but at considerably larger scale.

Direct peers

• Geta: Geta is a Nordic Umbraco Gold Partner headquartered in Norway with Swedish operations, offering Umbraco development, e-commerce, and integration services to enterprise clients. Directly comparable to Toxic as a regional Umbraco specialist competing for the same Nordic enterprise CMS mandates.
• Conversionista: Conversionista is a Swedish conversion rate optimization and digital analytics agency serving enterprise clients with CRO, analytics, and experimentation services. Overlaps with Toxic's digital marketing and web analytics offerings.
• Vaimo: Vaimo is a Stockholm-headquartered global digital commerce agency specializing in Adobe Commerce, Magento, and headless commerce implementations. Comparable to Toxic's B2B e-commerce focus on Litium/Norce, with broader international scale.
• Curamando: Curamando is a Stockholm-based digital growth agency offering strategy, performance marketing, e-commerce, and analytics services. Comparable to Toxic's digital marketing and e-commerce service lines, particularly in B2B digital commerce enablement.
• Iteam: Iteam is a Stockholm-based digital agency offering custom web development, e-commerce, design, and digital transformation services to mid-market and enterprise clients. Directly comparable to Toxic in service mix, customer segment, and Swedish/Nordic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/toxic-interactive-solutions-ab
• Instagraminstagram.com/toxicinteractivesolutions
• Xx.com/toxicsolutions
• Facebookfacebook.com/toxicinteractivesolutions

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Toxic Interactive Solutions