GOb2b
GOb2b is a UK-based B2B eCommerce SaaS platform serving wholesalers, distributors, and manufacturers with native accounting/ERP integrations (Sage, Pegasus, Microsoft Dynamics) for trade-specific ordering, pricing, and stock synchronization.
- Company typePrivate
- Founded2004
- HeadquartersKingsbridge, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What GOb2b does
GOb2b is a UK-based B2B eCommerce SaaS platform that serves wholesalers, distributors, and manufacturers across the United Kingdom and Ireland, providing purpose-built trade storefronts with native, middleware-free integration to major accounting and ERP systems including Sage 50, Sage 200, Sage 1000, Pegasus Opera, Pegasus Opera SE, Microsoft Dynamics 365 Business Central, Xero, Profit4, and Apex Interprise Suite, plus Punchout for procurement-system connectivity. The platform handles complex B2B-specific requirements — up to 350+ customer-specific price lists, Bill of Materials support, backorder management, agent/rep ordering, pallet and volumetric shipping, multi-currency localization, and live bidirectional sync of orders, pricing, and stock into the customer's Sales Order Processing. The company reports 100+ customers across at least 17 industry verticals (Tools, Health & Safety, Manufacturing, Food & Beverage, Pet, Automotive, Electronics, Sports, Healthcare, and others), with multi-year client tenures including 11+ year relationships such as FloMAX. Headcount is in the 11-50 range, headquarters are in Kingsbridge (Devon), and the registered office is at 107 Cheapside, London (GOb2b Ltd, company number 3678831).
The core technology stack centers on live bidirectional ERP/accounting synchronization, complemented by proprietary sub-products including GOb2bPay (embedded payments, Stripe-powered with 24/7 fraud monitoring), the GOb2b Customer App, the GOb2b Sales Agent App, and a built-in CMS for SEO and content management. The platform is ISO 27001:2022 certified and GDPR-compliant. Revenue is generated through three annual subscription tiers — Grow (entry-level, with an additional 2% transaction fee on net order value), Professional, and Advanced — each inclusive of hosting, integration, all features, updates, and support, with unlimited users, stock items, and transactions. Go-to-market is direct via the company website, supported by 14-day trials, 20-minute demo bookings, an interactive savings calculator, and content marketing anchored by a sponsored B2B eCommerce MasterPlan guide; secondary distribution runs through Microsoft App Source (since August 2024) and ClearCourse's SME customer cross-sell motion.
GOb2b was acquired by ClearCourse Partnership Holdings Limited in October 2024 and continues to operate as a distinct brand within the UK SME software and payments group. Founded circa 2004 (with firmographic data referencing 1999), the company combines 20+ years of B2B specialization with technology infrastructure backed by CloudFlare (CDN), HubSpot (marketing automation), and Stripe (payments). Registered trademarks include GOb2b and GOb2bPay.
GOb2b firmographics
Firmographics- Name
- GOb2b
- Legal name
- GOb2b Ltd
- Website
- https://gob2b.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GOb2b is a UK-based B2B eCommerce SaaS platform serving wholesalers, distributors, and manufacturers with native accounting/ERP integrations (Sage, Pegasus, Microsoft Dynamics) for trade-specific ordering, pricing, and stock synchronization.
- Ownership category
- akta.pro rank
GOb2b industry classification
Industry- Product category
- B2B Ecommerce Platform
- NAICS
- Computer Systems Design and Related Services (54151)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- B2B/EDI & Partner Integration (BPAMAOAJ)
Keywords
Where GOb2b is headquartered
LocationHeadquarters
- HQ city
- Kingsbridge
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
GOb2b business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Platform Fee): GOb2b operates as a subscription-based SaaS platform with three main packages (Grow, Professional, Advanced). All packages include hosting, live integration, all features, software updates, and ongoing support. No startup costs. Unlimited users, stock items, and transactions regardless of package tier.
- Transaction-based fees (Grow package): The Grow package includes an additional 2% charge on the net value of all orders placed through GOb2b, invoiced monthly. This adds a usage-based component to the base subscription for the entry-level tier.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Annual | Grow - Entry-level B2B eCommerce package with core features |
| Subscription | Annual | Professional - Mid-tier package with enhanced capabilities |
| Subscription | Annual | Advanced - Full-featured enterprise B2B eCommerce package |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
GOb2b product offering
Product offeringCore offering
GOb2b provides a B2B eCommerce SaaS platform purpose-built for wholesalers, distributors, and manufacturers. The platform integrates natively with accounting systems (Sage 50/200/1000, Pegasus Opera, Microsoft Dynamics 365 Business Central, Xero, Profit4, Apex Interprise Suite) to provide live bidirectional sync of orders, pricing, and stock without middleware. It is complemented by embedded payments (GOb2bPay), customer and sales agent mobile apps, and built-in CMS.
Product overview
GOb2b is a B2B eCommerce SaaS platform designed specifically for wholesalers, distributors, and manufacturers. The core GOb2b eCommerce Platform integrates natively with major accounting systems (Sage 50/200/1000, Pegasus Opera, Microsoft Dynamics 365 Business Central, Xero, Profit4, and Apex Interprise Suite) providing live bidirectional sync of orders, pricing, and stock data without middleware. The platform is complemented by GOb2bPay (proprietary embedded payments solution), mobile apps for customers and sales agents (GOb2b Customer App and GOb2b Sales Agent App), and a built-in CMS for website management. Three pricing tiers are offered: Grow, Professional, and Advanced packages, with all plans including hosting, live integration, all features, software updates, and ongoing support. GOb2b is part of ClearCourse Partnership Holdings Limited, acquired in October 2024.
Differentiator
Problem solved
Functional benefit
Brands
- GOb2bPay: Purpose-built payments product embedded into GOb2b eCommerce stores for secure online transactions.
- GOb2b Customer App
- GOb2b Sales Agent App
Products and services
- GOb2b eCommerce Platform A B2B eCommerce SaaS platform built for wholesalers, distributors, and manufacturers. It provides live bidirectional sync of orders, pricing, and stock with accounting systems (Sage, Pegasus, Microsoft Dynamics 365 Business Central) without middleware required, supporting large product volumes, multiple price lists, customer-specific pricing, agent/sales team functionality, and payments on account as well as card payments.
- GOb2bPay Purpose-built embedded payments product integrated directly into GOb2b eCommerce stores. Features robust security, 24/7 online fraud monitoring, UK-based support, simplified reconciliation and reporting, and accepts account, credit card, and bank transfer payments.
- GOb2b Customer App Mobile application for trade customers of GOb2b-powered B2B websites, customized to the customer's branding, integrating seamlessly with the GOb2b website and accounting systems to enable convenient ordering from any device.
- GOb2b Sales Agent App Mobile application designed for sales teams and reps to manage multiple customer accounts, access real-time customer data, pricing, and place orders on behalf of customers from anywhere.
- GOb2b CMS Built-in content management system providing full control over website content, URLs, SEO settings (keywords, title tags, Alt tags), Google Analytics integration, and multi-currency localization capabilities.
Quantifiable outcome
- Reduces order processing costs with estimated 20 minutes saved per order at minimum wage (£13/hr = £4.33 per order)
- +3 more outcomes
Companies that use GOb2b
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles2 records
GOb2b technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature9 records
GOb2b partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, supporting and minor.
- SagecoreNative out-of-the-box integration with Sage 50, Sage 200, and Sage 1000 accounting systems. Provides bidirectional flows of information between eCommerce and accounting, including live sync of orders, pricing, stock, and customer data without middleware.
- Pegasus OperacoreIntegration with Pegasus Opera 3 and Pegasus Opera SE accounting systems. Enables coordinated eCommerce functionality with accounting data synchronization.
- Microsoft Dynamics 365 Business CentralcoreNative integration with Microsoft Dynamics 365 Business Central through GOb2b's listing on Microsoft App Source platform. Provides enterprise customers with integrated B2B eCommerce capabilities.
- Apex Interprise SuitesupportingIntegration partnership announced for Apex Interprise Suite ERP system. Expands GOb2b's integration capabilities to another enterprise accounting platform.
- XerosupportingeCommerce integration for Xero accounting software, providing options for Xero users to connect their B2B eCommerce with accounting.
- Profit4 (OGL)supportingIntegration with Profit4 ERP system from OGL, expanding integration options for GOb2b customers using this accounting platform.
- PunchoutsupportingPunchout integration capability allowing GOb2b to work with Punchout-compliant procurement systems for enterprise B2B purchasing workflows.
- StripecoreStripe used as the payment processing provider for GOb2b stores. Provides fraud prevention (stripe_mid, stripe_sid cookies) and secure payment processing.
- CloudFlaresupportingCloudFlare CDN services used for content distribution network to improve website performance and security.
- HubSpotsupportingHubSpot marketing automation platform used for marketing campaigns, email automation, and visitor tracking. hubspotutk cookie stores visitor identity for 13 months.
- Chloe ThomasminoreCommerce author and advisor who co-created the B2B eCommerce MasterPlan book sponsored by GOb2b. Chloe Thomas is an International Speaker, Podcast Host, Bestselling Author and eCommerce Advisor working since 2003.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
GOb2b competitors and assessment
Company assessmentEmerging players
- WooCommerce: WooCommerce is the leading open-source WordPress commerce platform with a thriving extension marketplace including B2B plugins for quote management, price lists, and trade portals. It is a lower-end competing option for the SMB segment of GOb2b's target market.
- Vendure: Vendure is an open-source GraphQL-based commerce platform with B2B extensions for custom pricing, multi-warehouse, and trade workflows. It is an emerging specialist that targets the same B2B builder/mid-market segment as GOb2b.
- Shopware: Shopware is a DACH-headquartered open commerce platform with growing B2B features including price lists, business customer accounts, and ERP integration. It overlaps with GOb2b on European B2B trade use cases, particularly among German-speaking manufacturers and wholesalers.
Broad incumbents
- Shopify Plus: Shopify Plus has expanded into B2B via Shopify B2B and the Shop Pay wholesale features. It is a broad incumbent whose general commerce scale and brand recognition pressure specialist B2B players like GOb2b in the same mid-market trade segment.
- BigCommerce: BigCommerce is a broad SaaS commerce platform with a dedicated B2B Edition offering price lists, quote management, and ERP integrations. It competes with GOb2b on integrated B2B functionality but as part of a wider portfolio serving both B2C and B2B.
- Adobe Commerce (Magento): Adobe Commerce is an enterprise commerce platform with deep B2B functionality, custom pricing, and a broad integration ecosystem. It serves larger enterprises in the same wholesale and manufacturing space that GOb2b targets at the mid-market.
Direct peers
- Spryker: Spryker is an enterprise B2B commerce platform targeting complex trade scenarios with custom pricing, multi-channel, and integration capabilities. It overlaps with GOb2b in the higher end of the wholesale and manufacturing segment.
- OroCommerce: OroCommerce is a B2B-focused eCommerce platform built from the ground up for manufacturers, distributors, and wholesalers, with native CRM and ERP integration. It competes head-on with GOb2b's trade-specialist positioning.
- Kooomo: Kooomo is a UK/Ireland-headquartered B2B and B2C commerce platform with ERP connectors and multi-currency trade capabilities. It directly overlaps with GOb2b in the UK and Ireland mid-market trade segment.
- Sana Commerce: Sana Commerce is an ERP-native B2B eCommerce platform with deep SAP, Microsoft Dynamics, and Sage integrations. It directly competes with GOb2b in the same customer profile of wholesalers, distributors, and manufacturers seeking integrated trade storefronts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
GOb2b social profiles
Digital presenceGOb2b compliance and trust
Trust signalCompliance1 record
GOb2b financial estimates
Financial estimateRevenue estimate
Valuation estimate
GOb2b leadership team
Management profileNumber of profiles
Profiles1 record
GOb2b funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GOb2b 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 GOb2b
What does GOb2b do?
GOb2b provides a B2B eCommerce SaaS platform purpose-built for wholesalers, distributors, and manufacturers. The platform integrates natively with accounting systems (Sage 50/200/1000, Pegasus Opera, Microsoft Dynamics 365 Business Central, Xero, Profit4, Apex Interprise Suite) to provide live bidirectional sync of orders, pricing, and stock without middleware. It is complemented by embedded payments (GOb2bPay), customer and sales agent mobile apps, and built-in CMS.
Is GOb2b a public or private company?
GOb2b is a private company. It is classified as corporate owned and is currently operating.
When was GOb2b founded?
GOb2b was founded in 2004. It employs 11 to 50 people.
Where is GOb2b based?
GOb2b is headquartered in Kingsbridge, United Kingdom, in the Europe region.
How does GOb2b make money?
Two revenue lines are on record. SaaS Subscription (Platform Fee) is the primary driver. The others are transaction-based fees (Grow package).
Who are GOb2b's main competitors?
Emerging players on record are WooCommerce, Vendure and Shopware. Broad incumbents are Shopify Plus, BigCommerce and Adobe Commerce (Magento). Direct peers are Spryker, OroCommerce, Kooomo and Sana Commerce.
Does GOb2b have an API?
No public API is recorded for GOb2b.
What industry is GOb2b in?
GOb2b's product category is B2B Ecommerce Platform. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of BPAMAOAJ, B2B/EDI & Partner Integration. Its NAICS code is 54151.