Cart66
Cart66 (Reality66) was an all-in-one WordPress ecommerce plugin with PCI-compliant hosted payments, serving SMBs, creators, and non-profits selling physical, digital, and subscription products. Now retired following its acquisition by WP EasyCart.
- Company typePrivate
- Founded-
- HeadquartersRichmond, United States
- Headcount—
- GTM typeB2B
- OfferingSoftware
What Cart66 does
Cart66, legally operated as Reality66 and based in Richmond, Virginia, was an all-in-one WordPress ecommerce platform sold to small businesses, individual creators, and non-profits. The product combined a WordPress plugin with cloud-connected services, including a PCI-compliant hosted payment page (Page Slurp technology that cloned the merchant's WordPress theme onto checkout), a secure customer portal, recurring billing, inventory management, shipping tracking, customer reviews, and SendGrid-powered transactional email with Mad Mimi email marketing integration. Cart66 supported 100+ payment gateways including Stripe, PayPal, Authorize.net, and Braintree, and its hosted payment page architecture qualified merchants for SAQ A PCI compliance (13 questions) rather than the more onerous SAQ A-EP path.
The business monetized primarily through a SaaS subscription (Cart66 Cloud) starting at $19 per month with a 14-day free trial, supplemented by a perpetual/annual license option (Cart66 Pro) and per-merchant recurring billing for subscriptions and memberships. Distribution was product-led via the WordPress plugin directory and direct self-serve onboarding, targeting authors, coaches, freelancers, photographers, non-profits, churches, and small retailers selling physical goods, digital downloads, services, donations, or memberships. The legal entity Reality66 operated the product for over a decade. WP EasyCart subsequently acquired Cart66 and retired the standalone product, redirecting prospective users to WP EasyCart's WordPress ecommerce offering while continuing to serve existing Cart66 customers.
Cart66 firmographics
Firmographics- Name
- Cart66
- Legal name
- Reality66
- Website
- https://cart66.com
- Company type
- Private
- Operating status
- Acquired
- Short description
- Cart66 (Reality66) was an all-in-one WordPress ecommerce plugin with PCI-compliant hosted payments, serving SMBs, creators, and non-profits selling physical, digital, and subscription products. Now retired following its acquisition by WP EasyCart.
- Ownership category
- akta.pro rank
Where Cart66 is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Markets served
Cart66 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Cart66 Cloud Subscription: Monthly or annual SaaS subscription providing the WordPress ecommerce plugin plus secure cloud-connected services including PCI-compliant payment processing, hosted checkout, customer portal, and email marketing integration. Includes 14-day free trial.
- One-time Payments: Single purchase transactions for physical products, digital downloads, event tickets, or services without recurring billing.
- Recurring Subscriptions/Memberships: Merchant uses Cart66's built-in billing engine to collect recurring payments for memberships, subscriptions, maintenance plans, or retainer services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Plan starting at $19/month |
| Subscription | Monthly | Cart66 Cloud with connected services |
| One time/ perpetual license | Annual | Cart66 Pro annual license |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Cart66 product offering
Product offeringCore offering
Cart66 was an all-in-one WordPress shopping cart and ecommerce plugin that enabled site owners to sell physical goods, digital products, and recurring subscriptions directly from a WordPress site. It bundled PCI-compliant payment processing, order management, customer accounts, and content protection into a single WordPress-native solution with no additional transaction fees. Following acquisition, the offering was integrated into the WP EasyCart unified ecommerce platform.
Product overview
Cart66 was an all-in-one WordPress ecommerce platform comprising a WordPress plugin combined with cloud-connected services. The primary offering was Cart66 Cloud, which provided a hosted payment page with over 100 gateway integrations, secure customer portal, and SendGrid-powered transactional email. Additional products included Cart66 Pro (plugin-only option) and features like Customer Reviews, Inventory Management, Shipping & Package Tracking, Membership & Subscription Management, and Mad Mimi email marketing integration. Cart66 has been retired and acquired by WP EasyCart, which is now positioned as the successor solution.
Differentiator
Problem solved
Functional benefit
Brands
- Cart66 Cloud: The cloud-hosted version of Cart66 that includes a suite of secure connected services for PCI compliant payment processing.
- Cart66 Pro
Products and services
- Cart66 Pro Annual WordPress plugin license providing full ecommerce functionality including PCI-compliant payment processing, order management, customer accounts, and digital/physical product sales for self-hosted WordPress sites.
Quantifiable outcome
- PCI compliance without SSL certificate
- +1 more outcomes
Companies that use Cart66
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Cart66 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature13 records
Cart66 partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- Mad MimicoreEmail marketing platform integration built on Mad Mimi (GoDaddy's email service). Enables adding/removing customers to email lists based on purchase behavior, drip campaigns, email automation, and newsletter subscriptions directly from checkout. Designed for simplicity over feature complexity.
- SendGridcoreTransactional email service powering all ecommerce emails including customer receipts, follow-up emails, and order notifications. Provides reliable email deliverability statistics and bad address management.
- StripecorePayment gateway integration for processing credit card payments through the secure hosted payment page.
- PayPalcorePayment gateway integration for processing PayPal payments alongside credit cards through the secure hosted payment page.
- Authorize.netcorePayment gateway integration for processing credit card payments through the secure hosted payment page.
- BraintreecorePayment gateway integration for processing credit card payments through the secure hosted payment page.
- WP EasyCartflagshipWP EasyCart acquired Cart66 and now serves as the go-to solution for WordPress ecommerce. WP EasyCart offers the all-in-one ecommerce system at a lower price with new features. Cart66 users are redirected to WP EasyCart for new signups.
- TemplateMonsterminorTheme marketplace offering premium themes including Kustrix that work with Cart66. Provides affiliate commissions for Cart66 referrals.
Scale indicators1 record
Recent moves6 records
Expansion highlights3 records
Cart66 competitors and assessment
Company assessmentEmerging players
- SureCart: SureCart is a newer WordPress ecommerce plugin built for simplicity and modern UX, targeting the same non-developer SMB audience that Cart66 addresses. It is emerging as a streamlined WooCommerce alternative.
Broad incumbents
- Shopify: Shopify is the dominant hosted ecommerce platform serving SMBs globally. While not WordPress-native, it competes for the same end customers (authors, creators, small retailers) that Cart66 addresses, particularly those who outgrow self-hosted solutions.
- BigCommerce: BigCommerce is an established SaaS ecommerce platform with a WordPress integration that competes in the SMB ecommerce space. While broader in scope, it targets overlapping customers seeking hosted, PCI-compliant storefronts.
Direct peers
- MemberPress: MemberPress is a WordPress membership plugin that competes directly with Cart66's membership, subscription, and content restriction features. It targets course creators, coaches, and membership site operators in the same persona.
- Paid Memberships Pro: Paid Memberships Pro is a WordPress membership plugin competing with Cart66's recurring billing and content restriction capabilities. It serves a similar audience of content creators and SMBs monetizing via subscriptions.
- WP EasyCart: WP EasyCart acquired Cart66 and now operates as its successor for WordPress ecommerce SMBs. It targets the same non-developer, all-in-one segment and offers a similar feature set at a lower price point.
- WooCommerce: WooCommerce is the dominant open-source WordPress ecommerce plugin owned by Automattic. It directly competes with Cart66 in the same WordPress ecommerce category and is explicitly named in Cart66's marketing as the comparison point.
- Easy Digital Downloads: Easy Digital Downloads is a WordPress plugin specialized in selling digital products such as ebooks, courses, and software. It directly overlaps with Cart66's digital downloads and subscription use cases targeting creators and educators.
- Ecwid: Ecwid is an ecommerce solution that integrates with WordPress and targets SMBs seeking simple, hosted ecommerce. It competes with Cart66 on ease of use, PCI compliance, and SMB-friendly pricing.
- Restrict Content Pro: Restrict Content Pro is a WordPress membership plugin with built-in payments that competes with Cart66's membership and subscription management features for content creators and small membership sites.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights5 records
Customer concentration
Cart66 social profiles
Digital presenceCart66 compliance and trust
Trust signalCompliance2 records
Cart66 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cart66 leadership team
Management profileNumber of profiles
Cart66 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cart66 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 Cart66
What does Cart66 do?
Cart66 was an all-in-one WordPress shopping cart and ecommerce plugin that enabled site owners to sell physical goods, digital products, and recurring subscriptions directly from a WordPress site. It bundled PCI-compliant payment processing, order management, customer accounts, and content protection into a single WordPress-native solution with no additional transaction fees. Following acquisition, the offering was integrated into the WP EasyCart unified ecommerce platform.
Is Cart66 a public or private company?
Cart66 is a private company. It is classified as corporate owned and is currently acquired.
When was Cart66 founded?
Cart66 was founded in -1.
Where is Cart66 based?
Cart66 is headquartered in Richmond, United States, in the North America region.
How does Cart66 make money?
Three revenue lines are on record. Cart66 Cloud Subscription is the primary driver. The others are one-time Payments and recurring Subscriptions/Memberships.
Who are Cart66's main competitors?
SureCart is listed as an emerging player. Broad incumbents are Shopify and BigCommerce. Direct peers are MemberPress, Paid Memberships Pro, WP EasyCart, WooCommerce, Easy Digital Downloads, Ecwid and Restrict Content Pro.
Does Cart66 have an API?
No public API is recorded for Cart66.