What Propeller does

Propeller B.V. is a Netherlands-headquartered (Amsterdam) software company that provides an AI-driven, composable B2B commerce platform for companies with complex sales processes, multi-region operations, and contract-based pricing. Founded in 2019, the company operates with 11–50 employees and maintains a secondary operational office in Skopje, North Macedonia. The platform targets B2B companies in industrial machinery, manufacturing, and other sectors requiring customer-specific catalogs, negotiated pricing, and approval workflows that exceed standard B2C ecommerce functionality.

The product portfolio is anchored by two core products: Commerce Hub, an API-first, headless/composable B2B commerce backend managing catalogs, pricing, promotions, orders, and OMS functions across multi-channel storefronts; and AI Sales Hub, an AI-agent-driven sales automation layer that automates quote processing, opportunity prediction, deal risk assessment, margin validation, and email/chat-to-order conversion with human-in-the-loop approvals. Supporting modules include Spare Parts Commerce (with 3D exploded-assembly visualization and installed-base view by serial/BOM), the Storefront SDK (JavaScript/TypeScript with React and Vue UI libraries and Next.js/Nuxt accelerators), and a WordPress plugin for rapid B2B portal deployment. The architecture is API-first with GraphQL and REST APIs, OAuth 2.0 authentication, and native integrations with SAP, Microsoft Dynamics, CPQ, PIM, CDP, and iPaaS connectors (Pipedream, Make, Zapier).

Propeller monetizes primarily through SaaS subscription fees billed annually for Commerce Cloud and Sales Portal products, with per-seat pricing for Sales Portal Professional and Enterprise tiers (locked at purchase quantity regardless of seat reduction), plus separate professional services for training and integration, a premium support tier, and add-on capacity packs. The company operates a hybrid go-to-market combining enterprise field sales with self-service developer access via documentation, SDKs, and open-source accelerators. No funding rounds, revenue figures, or institutional investors are disclosed in available materials; the company appears to operate as a privately held, founder/management-led entity governed by Dutch law.

Name

Propeller

Legal name

Propeller B.V.

Website

https://propeller-commerce.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Propeller is a Netherlands-based B2B SaaS company (founded 2019) providing an AI-driven, composable commerce platform that combines a headless Commerce Hub with AI Sales Hub agents for B2B companies requiring complex pricing, quote workflows, and spare parts commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Fees (Commerce Cloud, Sales Portal): SaaS subscription model for Commerce Cloud and Sales Portal products. Subscription fees remain fixed during the term unless limits are exceeded, upgrades occur, or additional features are added. Annual and multi-year billing options available.
2. Consulting Services: Professional services including training, installation, integration, and consulting. Can be purchased separately via Order Form. Recurring consulting services become part of subscription and renew accordingly.
3. Premium Support: Premium support tier with phone and ticket-based support in addition to standard ticket support, available during CET business hours.
4. Add-Ons and Capacity Packs: Additional product enhancements including limit increases, capacity packs, and other add-ons available for purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Propeller is an AI-driven B2B commerce platform that combines a headless, API-first commerce core (Commerce Hub) with an AI agent layer (AI Sales Hub) to manage catalogs, pricing, quotes, orders, and customer accounts. The platform enables B2B companies to launch storefronts with multi-channel customer-specific pricing and supports use cases including spare parts ecommerce, multi-region operations, and AI-powered sales automation with human-in-the-loop approvals.

Product overview

Propeller is an AI-driven B2B commerce platform delivered as a unified suite combining a composable headless commerce core with AI-powered sales automation. The portfolio consists of Commerce Hub (the operational backbone providing headless, API-first B2B commerce with multi-channel customer-specific catalogs and pricing) and AI Sales Hub (an AI agent platform that automates sales processes including quote processing, opportunity prediction, deal risk assessment, and margin validation, all with human-in-the-loop controls). Supporting modules include Spare Parts Commerce (3D visualization, installed-base-driven part selection), the Storefront SDK (JavaScript/TypeScript SDK with React and Vue UI libraries for custom storefronts), and a WordPress Plugin for rapid B2B portal deployment.

Differentiator

Problem solved

Functional benefit

Brands

• Commerce Hub: Enterprise B2B commerce platform with API-first composable architecture for managing catalogs, pricing, orders, and multi-channel customer-specific experiences.
• AI Sales Hub
• Sonar Cloud
• Sales Portal

Products and services

• Commerce Hub

Quantifiable outcome

• 70% of orders digitalized
• +3 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature13 records

Partnerships

Five partnerships are on record, tiered core.

• SAPcoreTechnology or IntegrationPre-built ERP integration enabling product, pricing, orders, and customer data synchronization between SAP and Propeller commerce platform.
• Microsoft DynamicscoreTechnology or IntegrationPre-built ERP integration with Microsoft Dynamics for seamless data exchange across commerce and enterprise systems.
• CPQ VendorscoreTechnology or IntegrationIntegration with Configure, Price, Quote systems for unified sales and commerce workflow.
• PIM (Product Information Management)coreTechnology or IntegrationProduct information management system integrations for centralized product data management.
• CDP (Customer Data Platform)coreTechnology or IntegrationCustomer data platform integrations for unified customer profile and behavior data.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BigCommerce: Headless, API-first B2B and B2C commerce SaaS with composable architecture and enterprise integrations. Closest direct peer given overlap in API-first composable model, mid-market and enterprise focus, and headless commerce positioning.
• commercetools: Composable, API-first commerce platform purpose-built for enterprise and B2B. Direct competitor to Commerce Hub on composable headless architecture, multi-channel catalogs, and enterprise integrations.
• Centra: Headless commerce platform targeting DTC and B2B brands with composable architecture and strong integrations. Comparable on API-first headless model and mid-market enterprise positioning.
• Sana Commerce: Pure-play B2B commerce platform tightly integrated with Microsoft Dynamics and SAP ERPs. Direct peer given similar B2B specialization, ERP-native positioning, and target market of mid-market and enterprise B2B manufacturers and distributors.
• Shopware: European-headquartered (German) composable commerce SaaS with strong B2B feature set and open-source heritage. Comparable on geographic origin (DACH/EU), composable architecture, and growing B2B mid-market focus.
• Spryker: Enterprise composable commerce platform with strong B2B capabilities (complex pricing, quote-to-order, multi-customer catalogs). Comparable on headless/composable architecture and enterprise B2B segment focus.

Broad incumbents

• Shopify (B2B / Shopify Plus): Mass-market commerce platform expanding aggressively into B2B via Shopify Plus and Shop Pay for B2B. Directly comparable as a multi-tier commerce SaaS targeting both SMB and enterprise, though less specialized in complex B2B quoting and spare-parts workflows.
• Salesforce Commerce Cloud (B2B): Salesforce's B2B commerce suite integrated with CRM, ERP, and Einstein AI. Broad incumbent competing for the same enterprise B2B workloads; AI bundling via Einstein is a direct comparator to Propeller's AI Sales Hub.
• SAP Commerce Cloud: Enterprise commerce suite deeply integrated with SAP ERP — exactly the back-office system Propeller integrates with. A broader incumbent that competes head-on in complex B2B, quoting, and contract-pricing workflows for large enterprises.

Emerging players

• Mirakl: Marketplace and dropship platform for enterprise retailers and B2B operators. Adjacent peer — competes for B2B digital-channel budget and shares SAP/Microsoft ecosystem footprint, but focuses on third-party marketplace models rather than first-party B2B commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• GitHubgithub.com/propeller-commerce
• Xx.com/Propeller_us
• Facebookfacebook.com/PropellerCommerce
• LinkedInlinkedin.com/company/propeller-commerce

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Propeller