ShopRoller

What ShopRoller does

ShopRoller is a Tallinn-based, privately held cloud-based e-commerce SaaS platform founded in 2012 that enables Estonian and regional merchants to create, launch, and operate online stores. The product is a self-serve platform sold through a five-tier monthly subscription (XS at €11/month to XL at €155/month, plus VAT) with a 30-day free trial, differentiated by product count, language support (1 to 6+ languages), and included features. Built-in capabilities include website design and hosting, integrated SEO, free marketing analytics, and a 30-day free trial; the platform also exposes an extensive integration layer covering 13+ payment methods (Esto, EveryPay, Swedpank, SEB, LHV, Luminor, Maksekeskus, Paytrail, Coop, Visa/MasterCard, m-Tasku, e-arveldaja) and 7 installment providers (including Telia/Liisi, TF Bank, LHV, Bigbank, Indivi), as well as native connections to Estonian accounting platforms (Erply, Directo, SmartAccounts, Standard Books) and marketplaces (Osta.ee, Kaup24, Facebook Shop, Google Shopping) plus Google Analytics.

The business model is product-led growth: customers sign up online, configure a store themselves, and can launch within a day, with optional paid professional services (ShopRoller+ e-commerce launch service, "e-poe käivitamise teenus") and add-on marketing packages ("Turunduspaketid") for merchants who want hands-on setup or campaign support. The customer base is predominantly Estonian SMBs, with some mid-market and a handful of enterprise merchants (e.g., Auto 100 AS, which has run 6+ stores on the platform since 2012), and the company positions itself as "Estonia's most popular cloud-based e-commerce platform." The firm operates with a very small team (1–10 employees), is bootstrapped (no disclosed funding rounds, no institutional investors), and is geographically concentrated in Estonia with limited documented activity outside the domestic market.

Operationally, ShopRoller monetizes through a combination of recurring SaaS subscription revenue, one-time professional services revenue from store setup, and agency-style revenue from marketing packages. Distribution is primarily self-serve via the website (shoproller.ee) with an Estonian-language interface and an English version, supplemented by content marketing (articles, help guides), SEO, and an affiliate/referral program. The company maintains strategic positioning within the Estonian startup ecosystem via partnerships with Enterprise Estonia (EAS) and the Estonian Business Incubator. No AI/ML capabilities, patents, M&A activity, leadership hires, or revenue figures are disclosed in the source data.

Name

ShopRoller

Legal name

ShopRoller

Website

https://ShopRoller.ee

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

ShopRoller is a Tallinn-based, bootstrapped SaaS company operating Estonia's self-described most popular cloud-based e-commerce platform, offering subscription-based online store creation (€11–€155/month) to Estonian SMBs and mid-market merchants, with deep local payment, accounting, and marketplace integrations.

Ownership category

akta.pro rank

Product category

E-commerce Platform Software

akta.pro primary industry

App Monetization & Subscription Management Platforms (BPAMADAI)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Cloud e-commerce platform
• Online store builder
• SaaS ecommerce software
• E-commerce subscription platform
• Estonian online store software

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, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription: Tiered monthly subscription model with plans ranging from XS (11€/month) to XL (155€/month) based on product count and language support. Includes 30-day free trial.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

ShopRoller provides a cloud-based SaaS e-commerce platform that enables businesses to design, launch, and manage their own online stores. The offering includes multi-language storefronts (up to 6+ languages), 13 integrated payment methods and 7 installment options, native accounting software integrations (Erply, Directo, SmartAccounts, Standard Books), built-in SEO and marketing analytics, and automatic product feed synchronization to Baltic and international marketplaces (Osta.ee, Kaup24.ee, Facebook Shop, Google Shopping). The platform is sold through five tiered monthly subscriptions (€11–€155/month) with a 30-day free trial, complemented by paid setup and digital marketing services.

Product overview

ShopRoller is a cloud-based e-commerce platform offering a unified ecosystem for creating and managing online stores. The core product is the ShopRoller Platform, which is complemented by the ShopRoller Maksed payment module, e-poe käivitamise teenus (store launch service), and Turunduspaketid (marketing packages). The platform is offered through five pricing tiers (XS through XL) differentiated by product limits, language support, and monthly costs, with the L Plan designated as the most popular option. All tiers include built-in SEO, marketing tools, analytics, and integration with accounting software and marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• ShopRoller Platform Cloud-based e-commerce SaaS platform enabling businesses to create, design, and manage their own online stores. Includes multi-language storefronts (up to 6+ languages depending on tier), built-in SEO tools, marketing analytics, and access to payment and accounting integrations. Sold via tiered monthly subscriptions (XS–XL).
• ShopRoller Maksed Integrated payment processing module for ShopRoller stores supporting local Estonian payment methods and international card payments through 13 payment methods and 7 installment options (e.g., Esto, EveryPay, Swedpank, SEB, LHV, Luminor, Maksekeskus, Paytrail, Coop, Visa/MasterCard).
• E-poe käivitamise teenus (ShopRoller+) Done-for-you e-commerce setup service where ShopRoller experts configure the online store, add product information, set up marketing and related tools, and assist with the opening campaign. Includes store launch in one language; additional languages billed separately. Targeted at businesses wanting hands-on launch assistance.
• Turunduspaketid (Marketing Packages) Predefined digital marketing service packages that combine various online marketing activities to help existing ShopRoller customers reach new potential customers. Sold as add-on packages alongside the e-commerce subscription.

Quantifiable outcome

• Launch e-commerce store within one day
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

Feature5 records

Partnerships

18 partnerships are on record, tiered core and minor.

• EstocoreTechnology or IntegrationPayment solution partner providing payment processing and installment options (7 varieties) integrated into the ShopRoller platform.
• EveryPaycoreTechnology or IntegrationPayment processing partner integrated for transaction handling.
• SwedpankcoreTechnology or IntegrationBank payment solution integrated into the platform for local Estonian banking transactions.
• SEBcoreTechnology or IntegrationSEB bank payment integration for Estonian market.
• LHVcoreTechnology or IntegrationLHV bank payment and installment financing options integrated into ShopRoller.
• LuminorcoreTechnology or IntegrationBank payment solution partner for transaction processing.
• MaksekeskuscoreTechnology or IntegrationEstonian payment service provider integrated for local payment methods.
• PaytrailcoreTechnology or IntegrationFinnish payment service provider enabling cross-border payment processing.
• ErplycoreTechnology or IntegrationAccounting software integration for seamless financial management and inventory tracking.
• DirectocoreTechnology or IntegrationAccounting software integration with ShopRoller for automated financial processes.
• SmartAccountscoreTechnology or IntegrationAccounting software integration for automated bookkeeping.
• Google ShoppingcoreTechnology or IntegrationAutomatic product feed integration to Google Shopping for advertising and product visibility.
• Facebook ShopcoreTechnology or IntegrationSocial commerce integration for listing products on Facebook marketplace.
• Osta.eecoreTechnology or IntegrationEstonian marketplace integration for automated product listing and sales.
• Kaup24.eecoreTechnology or IntegrationEstonian marketplace integration for expanded sales reach.
• Google AnalyticscoreTechnology or IntegrationAnalytics integration for tracking e-commerce performance and customer behavior.
• Estonian Business Incubator (Eesti Ettevõtlusk Inkubaator)minorStrategic or Co-development PartnerFeatured as a partner/certified solution provider in Estonian startup ecosystem.
• Enterprise Estonia (EAS)minorStrategic or Co-development PartnerFeatured as partner/solution provider associated with Estonian business development agency.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Squarespace: Design-led website and commerce platform with subscription plans. Overlaps with ShopRoller's positioning on ease of launch and modern templates for SMB merchants.
• WooCommerce: Open-source e-commerce plugin for WordPress used widely by SMBs worldwide. Competes with ShopRoller for the same Estonian small-merchant segment on flexibility and price.
• Shopify: Global SaaS e-commerce platform provider offering tiered subscription plans, integrated payments, and multi-channel selling. Direct functional competitor to ShopRoller for Estonian merchants, just at vastly larger scale.
• Wix: Website builder with integrated e-commerce capabilities and tiered subscription pricing. Competes for self-serve merchants who want a fast, all-in-one online store.
• BigCommerce: SaaS e-commerce platform targeted at both SMB and mid-market merchants with multi-channel and headless capabilities. Competes for the larger end of ShopRoller's customer base.
• Ecwid: Lightweight e-commerce widget that can be added to existing sites, with multi-language support and POS integrations. Direct SMB-focused competitor to ShopRoller's value proposition.
• PrestaShop: Open-source e-commerce platform popular among European SMBs. Competes for the same Estonian/Baltic merchant base with free downloadable software and paid add-ons.
• Lightspeed eCommerce: Commerce platform with strong POS + online store integration, popular among retail merchants in Europe. Overlaps with ShopRoller's retail-focused Estonian merchant base.

Regional players

• Smartweb: Estonian e-commerce platform provider serving a similar SMB segment with local payment and accounting integrations. Most direct local market competitor to ShopRoller in Estonia.

Broad incumbents

• Adobe Commerce (Magento): Enterprise-grade e-commerce platform from Adobe. Competes for ShopRoller's larger XL-tier customers (e.g., Auto 100 AS) seeking more advanced customization and scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ShopRoller
• LinkedInlinkedin.com/company/shoproller

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 ShopRoller