Cart32

What Cart32 does

Cart32, operated by McMurtrey/Whitaker & Associates, Inc., is a privately held e-commerce platform company founded in 1989 and headquartered in Springfield, Missouri. The company's core product is a Windows-based shopping cart platform built on VB6/CGI architecture running on Windows Servers with IIS, supporting Classic ASP, ASP.NET Core 2.x, PHP, and Microsoft SQL Server. Cart32 serves SMB e-commerce merchants worldwide who sell physical or digital goods, with stated order volumes ranging from $1,000 to $1,000,000 per month. The platform has evolved through eight major versions since its 1996 v1.0 launch, with v8.0 released in 2017 featuring a redesigned interface.

Cart32 generates revenue through multiple streams: perpetual software licensing (1, 5, 10, and unlimited client tiers), monthly/annual hosted solutions subscriptions ($19.95-$700/month across tiers), annual support plans ($49.95/incident to $399.95/year extended), and its proprietary MAS payment gateway ($10/month plus $0.10/transaction). The platform integrates with 50+ payment gateways and merchant accounts, real-time shipping rate APIs (UPS, FedEx, USPS), and add-on services (QuickBooks, Avalara, Constant Contact, VIPparcel, Google Analytics). Distribution occurs via self-serve website signup with a 10-day free trial, direct phone sales, and web hosting reseller channels.

The company has expanded beyond core e-commerce into adjacent offerings including custom development services (cart32.dev for mobile apps and web applications), dedicated and bare metal server hosting, managed/unmanaged WordPress hosting, and game server hosting for Hytale, Palworld, Minecraft, and Satisfactory. The company remains founder-owned with no external funding, employing 1-10 people under president Shannon McMurtrey and co-founder Bryan Whitaker.

Name

Cart32

Legal name

McMurtrey/Whitaker & Associates, Inc.

Website

https://cart32.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Cart32 is a Springfield, Missouri-based e-commerce platform provider offering Windows-based shopping cart software, PCI-compliant hosting, payment processing, and custom development services to SMB e-commerce merchants worldwide, operating since 1996 with a bootstrapped, founder-owned structure.

Ownership category

akta.pro rank

Product category

E-commerce Software

NAICS

Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)

akta.pro secondary industries

Parcel Shipping, Labeling & Rate Shopping Platforms (CRAFAMAF), Merchant Services Aggregators & SMB Acquirers (FSAMABAK)

Keywords

• Shopping cart software
• E-commerce platform
• Web hosting services
• Payment gateway services
• Custom web development

Headquarters

HQ city

Springfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing: Cart32 sells perpetual software licenses for their e-commerce shopping cart platform. Licenses are available in tiers: 1-client, 5-client, 10-client, and unlimited client versions. Customers can purchase a license and host the software on their own Windows servers.
2. Hosted E-Commerce Solutions: Monthly and annual subscription plans where Cart32 hosts the shopping cart software on their servers. Includes free support, unlimited products, and automatic PCI compliance management. Plans range from Standard Web Hosting ($29.95/mo) to Bare Metal Server Hosting ($700/mo).
3. Support Plan Subscriptions: Annual support plans including Per Incident ($49.95/incident), Annual Plan ($99/year), and Extended Support ($99.95-$399.95/year based on client count). Extended support includes license upgrades, installations, database repairs, cart checkups, and priority support.
4. Payment Gateway Services (MAS): Cart32 offers their own payment gateway service (MAS) with merchant account services. Gateway pricing includes $10/month plus $0.10/transaction for payment processing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cart32 sells an e-commerce shopping cart platform available as either a self-hosted perpetual software license (Cart32 SBE and Cart32 ENT editions) or a fully managed PCI-compliant hosted solution running on Cart32's servers. The platform covers product catalog, cart, checkout, order management, and payment processing, and integrates with 50+ payment gateways, UPS/USPS/FedEx shipping, QuickBooks, Constant Contact, and Avalara. Cart32 also bundles web hosting, game server hosting, the in-house MAS payment gateway, and custom website and mobile app development services for SMB merchants.

Product overview

Cart32 is a comprehensive e-commerce platform offering the Cart32 Shopping Cart Software as its core product, available as either a licensed solution (for self-hosting on Windows servers) or a hosted solution (managed by Cart32). The platform has evolved through versions v1.0 through v8.0 since 1996. The product portfolio includes the core shopping cart, various hosting tiers (Standard Web Hosting, Everything Hosting, WordPress Hosting, Dedicated Servers, Bare Metal Servers), game server hosting (Hytale, Palworld, Minecraft, Satisfactory), and custom development services. Add-on modules include Merchant Services/MAS Payment Gateway, QuickBooks integration, VIPparcel for discounted USPS rates, Constant Contact email marketing, and Avalara tax calculation. The platform integrates with over 50 payment processors and supports multiple shipping carriers (UPS, USPS, FedEx). Support tiers include Per Incident ($49.95), Annual ($99/year), and Extended Support plans. PCI-compliant hosted solutions are available for merchants requiring secure payment processing.

Differentiator

Problem solved

Functional benefit

Brands

• Cart32 SBE: Shopping cart software product variant - Small Business Edition
• Cart32 ENT
• Cart32 Hosting
• Store Manager
• Cart32 Hosting - Standard Web Hosting
• Cart32 Hosting - Everything Hosting
• Bare Metal Server Hosting
• WordPress Hosting
• Game Server Hosting
• Ozarks Online

Products and services

• Cart32 Shopping Cart Software Cart32's flagship e-commerce shopping cart platform, available as either a perpetual self-hosted software license (Cart32 SBE for small businesses and Cart32 ENT for enterprises) or as a hosted solution. Handles product catalogs, cart, checkout, order management, and payment processing, with multi-client license architecture (1, 5, 10, or unlimited clients), customizable HTML checkout templates, flexible product options, and integration with 50+ payment gateways.
• Cart32 Hosted E-Commerce Solution

Quantifiable outcome

• Platform processes orders from $1,000/month to $1,000,000/month
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• PayPalcoreTechnology or IntegrationPayPal integration with three options: PayPal Classic (redirect to PayPal), PayPal Express (real-time communication with cart), and PayPal Direct Payment (real-time credit card processing). PayPal and Venmo partnership enables Venmo as additional payment option without merchant configuration changes.
• Authorize.NetcoreTechnology or IntegrationIntegrated merchant service provider for processing credit cards. Supports transaction key authentication (required for accounts created after 6/1/2006) and legacy password authentication.
• BluePay 2.0coreTechnology or IntegrationBluePay 2.0 integration for credit card processing through enterprise real-time card processing.
• CybersourcecoreTechnology or IntegrationCybersource integrated as payment option since October 2003. Requires certificate key files for secure credit card processing. Also processes Bank of America credit card transactions.
• 50+ Payment GatewayscoreTechnology or IntegrationCart32 integrates with over 50 different merchant accounts including Virtual Merchant, Verisign PayFlow, RBS Lynk Systems, Merchant e-Solutions, Link-Point/YourPay, Viaklix, and Cardinal Commerce for Verified By Visa/Mastercard SecureCode.
• UPScoreTechnology or IntegrationReal-time UPS shipping rate calculation integrated into Cart32. Requires UPS Oauth API credentials from UPS Developer site.
• FedExcoreTechnology or IntegrationFedEx tracking number integration for order shipments. Tracking URLs configurable in tracking.ini file.
• USPScoreTechnology or IntegrationUSPS shipping rates integration. Note: USPS shipping to Canada was suspended as of 11/29/24 due to Canada Post strike.
• Constant ContactminorGTM or Marketing PartnerIntegration with Constant Contact for email marketing and customer list management. Cart32 provides user data export for Constant Contact campaigns.
• Google AnalyticscoreTechnology or IntegrationGoogle Analytics e-commerce tracking integration. Cart32 automatically handles e-commerce transaction tracking when Google Analytics is enabled in cart settings.
• Cardinal CommercecoreTechnology or IntegrationCardinal Commerce integration enables Verified By Visa and Mastercard SecureCode for additional credit card security during checkout.
• WordPresscoreTechnology or IntegrationDedicated WordPress plugin and one-click WordPress site emulation for checkout pages. Managed and unmanaged WordPress hosting available.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Squarespace: Squarespace is a hosted website builder with integrated e-commerce capabilities (Squarespace Commerce) targeting creators, small brands, and SMBs. It competes with Cart32 for SMB merchants seeking polished storefronts with built-in checkout, positioning as a broad incumbent design-led alternative.
• Magento (Adobe Commerce): Magento / Adobe Commerce is an enterprise-grade e-commerce platform with both open-source and hosted editions. Although focused upmarket, it competes with Cart32's enterprise (ENT) tier and represents the broader open-source shopping cart category Cart32 operates in.
• Shopify: Shopify is the dominant SaaS shopping cart and commerce platform for SMBs worldwide, offering cart, hosting, payments (Shopify Payments), and a massive app ecosystem. While vastly larger, Shopify competes for the same small and mid-sized e-commerce merchants Cart32 targets, making it the most relevant broad incumbent comparison.
• Wix: Wix is a website builder with built-in e-commerce (Wix Stores) serving small businesses, including hosted cart, payments, and templates. It competes with Cart32 on the DIY/SMB website-plus-storefront axis and offers a much broader feature set as a broad incumbent.

Direct peers

• PrestaShop: PrestaShop is an open-source shopping cart platform distributed for free with paid add-ons and hosted services, primarily used by SMB e-commerce merchants. Its licensed-and-hosted model and SMB positioning make it a direct peer to Cart32's shopping cart business.
• Shift4Shop (formerly 3dcart): Shift4Shop is an SMB-focused e-commerce shopping cart platform offering hosted storefronts, PCI compliance, and built-in payment processing through Shift4 — a near-exact match for Cart32's cart-plus-payment-gateway positioning for small merchants.
• BigCommerce: BigCommerce is a SaaS e-commerce platform targeting SMB and mid-market merchants with hosted, PCI-compliant checkout, multi-channel selling, and integrated payment processing. Its hosted-cart-plus-payments model directly parallels Cart32's hosted solution plus MAS payment gateway.
• OpenCart: OpenCart is a free open-source PHP-based shopping cart platform used by SMB merchants globally, with paid extensions, themes, and hosting partner arrangements. It is a direct peer to Cart32's open-installer licensed shopping cart model, especially for the self-hosted SMB segment.
• WooCommerce: WooCommerce is the leading open-source WordPress-based shopping cart plugin used by SMB e-commerce merchants globally. It is closely comparable to Cart32's self-hosted licensed shopping cart model and similarly targets small merchants, making it the most direct open-source peer.
• Ecwid: Ecwid (now Lightspeed eCommerce) is a SaaS shopping cart that integrates into existing websites (WordPress, Wix, etc.), targeting small businesses with hosted checkout, payment gateway integrations, and PCI compliance — directly comparable to Cart32's hosted cart offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cart32
• Facebookfacebook.com/cart32

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Cart32