Fooman
Fooman is a New Zealand-based Magento extensions developer offering 16+ premium modules for Magento 2 ecommerce stores. Trusted by 6 in 10 Magento Solution Partners across 160+ countries, the company serves merchants, developers, and agencies with developer-friendly, unencrypted, best-practice code.
- Company typePrivate
- Founded2008
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Fooman does
Fooman Limited is a New Zealand-based Magento extensions developer founded in 2008 by Kristof Ringleff and headquartered at 17b Farnham Street, Parnell, Auckland. The company builds and sells a portfolio of 16+ premium extensions for Magento 1 and Magento 2 ecommerce platforms, with the Magento 2 portfolio as the current commercial focus. Core products center on backend ecommerce efficiency: Fooman Order Manager for order processing, Fooman Pdf Customiser and Fooman Pdf Picking List for document generation and warehouse fulfillment workflows, Fooman Xero Integration for accounting software connectivity, and Fooman Speedster for performance optimization. Extensions ship with unencrypted, developer-friendly code following Magento 2 best practices, no core class overwrites, no core database modifications, composer installation support, and comprehensive unit, integration, and functional testing verified by the Magento Marketplace.
The underlying technology is purpose-built Magento module code rather than a generalized platform, and product differentiation is anchored in code quality, adherence to Magento customization standards, and tight integration with backend commerce workflows. Fooman monetizes through a combination of one-time extension licenses and subscription-based update releases, with a 30-day money-back guarantee on all extensions. Pricing is not publicly disclosed. Distribution is layered across three channels: direct sales via fooman.com, the official Magento Marketplace, and a global agency partner program covering Europe, the UK, North America, and Asia Pacific. Primary customer segments are Magento agencies and developers (with merchants as a secondary segment), reached through a horizontal segmentation approach.
The company is a founding member of ExtDN (the Magento Extension Developers Network, founded by Ringleff in 2016) and is trusted by 6 in 10 Magento Solution Partners globally. Fooman reports 200K+ worldwide downloads across 160+ countries, with 96% of customers rating service and support as expected or better and 97% reporting satisfaction or high satisfaction with extensions. The team is small (1–10 employees), the company is founder-owned, operates without external venture or private equity investment, and shows no evidence of acquisition, IPO, or leadership change.
Fooman firmographics
Firmographics- Name
- Fooman
- Legal name
- Fooman Limited
- Website
- https://fooman.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fooman is a New Zealand-based Magento extensions developer offering 16+ premium modules for Magento 2 ecommerce stores. Trusted by 6 in 10 Magento Solution Partners across 160+ countries, the company serves merchants, developers, and agencies with developer-friendly, unencrypted, best-practice code.
- Ownership category
- akta.pro rank
Fooman industry classification
Industry- Product category
- Magento E-commerce Extensions
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- ERP Extensions & Add-ons (CPQ, Billing, Revenue Management) (HDAEAEAO)
Keywords
Where Fooman is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Fooman business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Magento Extensions: Fooman generates revenue from selling Magento extensions. Extensions provide increased efficiency for managing Magento and delivering great Magento experiences. They offer both paid and free extensions for Magento 1 and Magento 2.
- Extension Updates and Releases: Regular extension updates and releases as part of the product offering, ensuring compatibility with new Magento versions.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Fooman product offering
Product offeringCore offering
Fooman develops and sells premium Magento extensions for Magento 1 and Magento 2 platforms. The portfolio includes 16+ paid and free extensions covering order management, PDF customization (invoices, picking lists), performance optimization, and third-party integrations such as Xero accounting. Extensions feature unencrypted, developer-friendly code, composer installation, and are distributed via the Magento Marketplace and direct sales.
Product overview
Fooman is a Magento extension development company offering a portfolio of 16+ premium extensions for both Magento 1 and Magento 2 platforms. The product portfolio centers around backend efficiency tools including Fooman Order Manager for order processing, Fooman Pdf Customiser and Fooman Pdf Picking List for document generation, Fooman Xero Integration for accounting software connectivity, and Fooman Speedster for performance optimization. Extensions are available as paid products with a 30-day money-back guarantee, plus a selection of free extensions. All extensions feature unencrypted code following Magento 2 best practices, rigorous testing, and composer installation.
Differentiator
Problem solved
Functional benefit
Products and services
- Fooman Pdf Customiser
Quantifiable outcome
- 200K+ worldwide downloads
- +4 more outcomes
Companies that use Fooman
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
Fooman technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Fooman partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- ExtDN (Magento Extension Developers Network)coreKristof Ringleff founded ExtDN in 2016. ExtDN is dedicated to promoting good practice in extension coding standards and maximising compatibility between member Magento extensions. Fooman is a founding member of this organization.
- CTI DigitalcoreLeading Magento agency and global industry partner using and trusting Fooman extensions. CTI Digital is part of Fooman's global network of agency partners.
- Redbox DigitalcoreLeading Magento agency and global industry partner using and trusting Fooman extensions. Part of Fooman's global network of agency partners.
- TrinoscoreMagento agency partner using and trusting Fooman extensions. Part of Fooman's global network of agency partners.
- Blue Acorn iCicoreLeading Magento agency and global industry partner using and trusting Fooman extensions.
- Classy LlamacoreMagento agency partner using and trusting Fooman extensions.
- WagentocoreMagento agency partner and Chief Magento Evangelist Brent Peterson has been working with Fooman since 2009, recommending their high quality, well thought out extensions.
- YounifycoreEuropean Magento agency partner using Fooman extensions to offer customers useful functionality which would be much more expensive to develop in-house.
- HypershopcoreMagento agency partner using and trusting Fooman extensions.
- iCUBEcoreAsia Pacific Magento agency partner that built Body Shop Indonesia site using Fooman Pdf Customiser and Fooman Pdf Picking List.
- Best Response MediacoreUK Magento agency partner with great experiences with Fooman extensions, praising their code quality.
- PinpointcoreUK Magento agency partner using Fooman Order Manager and Fooman Xero Integration for clients.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Fooman competitors and assessment
Company assessmentDirect peers
- Webkul: Multi-platform e-commerce extension and app developer with strong Magento presence alongside Shopify, PrestaShop, and other platforms. Comparable to Fooman in product model (extension developer), channel (marketplaces), and customer base.
- Mageworx: Magento extension developer focused on store-merchandising and backend efficiency modules. Comparable to Fooman in business model (paid extensions sold via marketplace), customer segments (merchants and agencies), and product categories.
- Mageplaza: Major Magento extension developer with a large portfolio of paid and free Magento 2 modules distributed via the Magento Marketplace. Directly competes with Fooman for the same agency and merchant buyers across overlapping extension categories.
- Amasty: One of the largest independent Magento extension developers, offering a broad catalog of premium Magento 2 modules for merchants and agencies. Most directly comparable to Fooman in product category, target buyer (agencies and merchants), and distribution through the Magento Marketplace.
- Magefan: Magento extension developer with a portfolio of free and paid modules targeting merchants and agencies. Comparable to Fooman in distribution model, customer segments, and product structure.
- BSS Commerce: Magento extension developer and agency offering a broad catalog of paid Magento 2 extensions. Directly comparable to Fooman in distribution model (Magento Marketplace), target segments (agencies and merchants), and product categories.
- Wyomind: Magento extension developer offering paid modules distributed through the Magento Marketplace. Comparable to Fooman in business model, customer segments, and extension categories.
- Aheadworks: Long-standing Magento extension developer offering premium modules for merchants and agencies. Directly comparable to Fooman in target market, distribution channel (Magento Marketplace), and product positioning.
Emerging players
- Bold Commerce: Extension and customization platform for Shopify merchants offering modular add-ons for checkout, subscriptions, and product customization. Comparable to Fooman in business model (platform-specific extension developer serving merchants and agencies) but on a different commerce platform.
Broad incumbents
- Adobe: Owner of the Magento/Adobe Commerce platform on which Fooman's entire product catalog depends. As the platform incumbent, Adobe sets marketplace rules, pricing economics, and roadmap priorities that directly shape Fooman's opportunity and risks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Fooman social profiles
Digital presenceFooman financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fooman leadership team
Management profileNumber of profiles
Profiles1 record
Fooman funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fooman 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 Fooman
What does Fooman do?
Fooman develops and sells premium Magento extensions for Magento 1 and Magento 2 platforms. The portfolio includes 16+ paid and free extensions covering order management, PDF customization (invoices, picking lists), performance optimization, and third-party integrations such as Xero accounting. Extensions feature unencrypted, developer-friendly code, composer installation, and are distributed via the Magento Marketplace and direct sales.
Is Fooman a public or private company?
Fooman is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fooman founded?
Fooman was founded in 2008. It employs 1 to 10 people.
Where is Fooman based?
Fooman is headquartered in Auckland, New Zealand, in the Oceania region.
How does Fooman make money?
Two revenue lines are on record. Magento Extensions are the primary driver. The others are extension Updates and Releases.
Who are Fooman's main competitors?
Direct peers on record are Webkul, Mageworx, Mageplaza, Amasty, Magefan, BSS Commerce, Wyomind and Aheadworks. Bold Commerce is listed as an emerging player. Adobe is listed as a broad incumbent.
Does Fooman have an API?
No public API is recorded for Fooman.
What industry is Fooman in?
Fooman's product category is Magento E-commerce Extensions. Its primary akta.pro industry code is HDAEAEAO, ERP Extensions & Add-ons (CPQ, Billing, Revenue Management). Its NAICS code is 5132 and its SIC code is 7371.