What Oxygen does

Oxygen A/S is a Danish digital commerce and software development consultancy founded in 2001 and headquartered in Odense, Denmark. The firm serves B2B mid-market industrial companies, manufacturers with multiple brands, wholesalers, associations, and select B2C commerce clients, delivering solutions including e-commerce platforms, customer self-service portals, PIM implementations, and internal workflow tools. Notable customers include Weilbach A/S (maritime), Danmarks Idrætsforbund (sports federation), Schneider Electric (industrial automation), Realdania (real estate), Marius Pedersen (waste management), and Odense Kommune (municipal government).

Oxygen's technical stack centers on the Microsoft ecosystem: 23 years of .NET expertise, Microsoft Azure cloud infrastructure, and Microsoft Partner status. The firm holds Umbraco Gold Partner and DynamicWeb Diamond Partner (since October 2025) certifications, and delivers composable architecture solutions incorporating CommerceLayer, Vue.js/Nuxt3, Clerk.io personalization, and integrations with Ergonode/Struct PIM and Aspect 4/Microsoft Dynamics 365 ERP systems. The company also operates a cybersecurity and data ethics practice, having obtained the Danish D-mærket certification in 2024 aligned with NIS2 requirements.

The business model is professional services, project-based consulting and implementation, typically structured as multi-year contracts. Go-to-market is sales-led and direct, targeting enterprise and mid-market buyers primarily in the Danish/Nordic region. With approximately 30 professionals, Oxygen operates as a privately held, bootstrapped firm with no disclosed funding rounds, owned by founding partners Christian Juel (CEO) and Thomas Mortensen (Founder). Revenue is not publicly disclosed; customer relationships are notably long-tenured, with the Weilbach partnership dating to 2007.

Name

Oxygen

Legal name

Oxygen A/S

Website

https://oxygen.dk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Oxygen A/S is a Danish digital commerce consultancy serving B2B mid-market industrial firms, manufacturers, wholesalers, and associations with composable e-commerce, customer portals, PIM, and ERP-integrated solutions built primarily on the Microsoft/.NET, Umbraco, and DynamicWeb platforms.

Ownership category

akta.pro rank

Product category

Digital Commerce Consulting

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Web Content Management (WCM) & Experience Platforms (Content Services) (HDAEAGAK)

akta.pro secondary industry

Enterprise Content Management (ECM) Suites (HDAEAGAB)

Keywords

• Digital commerce consulting
• E-commerce platform implementation
• B2B self-service portals
• Composable commerce development
• Umbraco CMS services

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Software Development: Bespoke software development services for digital commerce projects including websites, e-commerce solutions, customer portals, online self-service solutions, and PIM/product data implementations. Revenue is generated through project-based consulting engagements.
2. Digital Commerce Solutions: Delivery of end-to-end commerce solutions including strategy, UX design, development, and implementation. Projects range from B2B self-service portals to e-commerce platforms to internal workflow improvements.
3. Platform Partnerships and Implementation: Implementation and customization of platforms including Umbraco, DynamicWeb, and Commercelayer as part of their technology partnership agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Oxygen A/S is a Danish digital commerce consultancy that delivers strategy, UX design, custom software development, and platform implementation services for B2B and B2C clients. The firm builds e-commerce platforms, customer portals, self-service solutions, and PIM-based product data systems primarily on Umbraco (Gold Partner), DynamicWeb (Diamond Partner) and Commercelayer headless commerce, integrating with ERPs such as Microsoft Dynamics 365 and Aspect 4.

Product overview

Oxygen is a Danish digital commerce consultancy offering strategic consulting, UX/design, software development, and cybersecurity services. Their core offerings center on digital commerce solutions built on platforms including Umbraco (Gold Partner) and DynamicWeb (Diamond Partner, combining CMS, eCommerce, and PIM), complemented by composable solutions using CommerceLayer. They specialize in B2B and B2C commerce, customer portals, and AI-powered personalization through Clerk.io integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy, Analysis and Insights Strategic consulting for digital projects covering business goal alignment, user research, and data-driven decision making for B2B and B2C clients undertaking digital commerce transformations.
• UX & Design Services User experience and visual design services including user behavior analysis, accessibility compliance (e.g., EAA), design systems, and interface design for digital commerce and web projects.
• Software Development Custom web and commerce development of e-commerce platforms, websites, customer portals, self-service solutions, and PIM/product data systems on .NET, Vue.js/Nuxt3, Microsoft Azure, and partner platforms.
• Commerce Solutions End-to-end digital commerce services including B2B and B2C e-commerce solutions, self-service portals, product configuration, online purchasing experiences, and internal workflow optimization, primarily built on DynamicWeb and Commercelayer.
• Customer Portal Development B2B customer portal development providing self-service access to technical documentation, pricing, contracts, order status, support, and AI-powered digital advisor functionality available 24/7.
• Cybersecurity Services IT security and cybersecurity services covering GDPR compliance, software updates, monitoring, downtime handling, and NIS2 directive support, backed by D-mærket certification.

Quantifiable outcome

• Redaktørarbejde (editor work) became 40% faster after new website launch
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• DynamicWebcoreTechnology or IntegrationDynamicWeb Diamond Partner - highest partnership level. DynamicWeb provides a cloud-based suite combining CMS, eCommerce and PIM, integrated with Microsoft Dynamics 365. Oxygen implements this platform for B2B mid-market companies, particularly in industrial sector.
• UmbracocoreTechnology or IntegrationUmbraco Gold Partner. Umbraco is a flexible and scalable content management system. Oxygen implements Umbraco solutions for clients requiring content management and digital platforms.
• MicrosoftcoreTechnology or IntegrationMicrosoft Partner providing solutions using .NET framework (23 years experience), Azure cloud computing, and SharePoint document management. Microsoft technologies form the core technical foundation.
• CommercelayercoreTechnology or IntegrationHeadless commerce platform used for building flexible and scalable e-commerce solutions. Separates frontend and backend allowing integration of different technologies.
• People of Talent ApSminorImplementation/ SI/ Consulting PartnerExternal recruitment agency used for hiring processes. May receive access to contact information when relevant for recruitment assessment.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Knowit: Nordic digital and tech consultancy operating across Sweden, Norway, Denmark, and Finland with commerce, e-business, and digital experience practices that overlap with Oxygen's B2B commerce focus.
• Valtech: Global digital commerce agency and platform integrator with a strong commerce practice in the Nordics, serving similar enterprise B2B buyers on composable commerce and CMS programs.
• Columbus Global: Danish ERP, CRM, and e-commerce consultancy with Microsoft Dynamics and Dynamics 365 Commerce focus - a peer for the enterprise ERP-integrated commerce work Oxygen delivers (e.g., Aspect 4, Dynamics).
• Netcompany: Large Danish-headquartered IT consultancy delivering digital platforms for public and private clients, including e-government and commerce work that overlaps with Oxygen's municipal and enterprise book.
• Deloitte Digital (Deloitte Denmark): Big-Four digital transformation practice with Danish presence, increasingly competing with boutique agencies like Oxygen for large enterprise and public-sector digital commerce mandates.

Regional players

• Siteimprove: Danish-founded digital content experience and accessibility platform company - an adjacent Danish peer addressing overlapping buyer needs (web accessibility, content governance) and competing for the same Danish CIO/CMO budget.

Direct peers

• Adapt: Norway-based digital commerce and marketing agency serving enterprise clients across the Nordics with similar composable commerce capability and comparable size to Oxygen.
• TwentyFour (24): Danish digital agency built around Umbraco and commerce platforms, directly competing with Oxygen for Umbraco CMS and DynamicWeb implementation work in Denmark.
• IMPACT A/S: Danish digital commerce agency with comparable B2B e-commerce implementation capabilities and similar enterprise client focus in the Danish market.
• Vaimo: Nordic-headquartered (Stockholm) digital commerce consultancy and system integrator covering Adobe Commerce, Salesforce, and other composable stacks. Most comparable peer to Oxygen given shared focus on enterprise B2B commerce implementations in Northern Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Oxygen