Marcando
Marcando is a Belgian SaaS platform that provides ERP-integrated B2B/B2C e-commerce solutions for SMEs, with native connectors to eight major Benelux ERP systems enabling real-time order and inventory synchronization.
- Company typePrivate
- Founded2021
- HeadquartersTorhout, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Marcando does
Marcando BV is a Belgian SaaS provider, founded in 2021 and headquartered in Torhout, Belgium, that sells an ERP-integrated B2B and B2C e-commerce platform targeting small and medium-sized wholesalers, distributors, and manufacturers in the Benelux region. The platform's core technical proposition is a set of pre-built, native, real-time integrations with eight major regional ERP systems — Exact, AFAS, Microsoft Business Central, Odoo, Adsolut-Wolters Kluwer, Dave, Priority ERP, and Venice — that synchronize inventory, pricing, customer records, and orders bidirectionally without duplicate data entry. Layered on top are customer-specific catalogs and pricing, an online catalog and customer portal, a unified B2B/B2C storefront with OSS compliance, and an AI-powered Order Intake Agent (launched 2024) that converts incoming email and PDF orders into ERP-ready transactions; a Representatives Portal/CRM add-on (launched September 2024) extends the product into field-sales workflows.
Marcando firmographics
Firmographics- Name
- Marcando
- Legal name
- Marcando BV
- Website
- https://marcando.be
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marcando is a Belgian SaaS platform that provides ERP-integrated B2B/B2C e-commerce solutions for SMEs, with native connectors to eight major Benelux ERP systems enabling real-time order and inventory synchronization.
- Ownership category
- akta.pro rank
Where Marcando is headquartered
LocationHeadquarters
- HQ city
- Torhout
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Marcando business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscription - ERP Integrated: Monthly or annual subscription fees for the e-commerce platform with ERP integration. Tiers range from Connected (basic) to Connected Pro (advanced features). The platform is delivered as SaaS with predictable monthly costs.
- SaaS Subscription - Standalone: Subscription fees for standalone version without ERP integration, targeting businesses that want to centralize orders without existing ERP systems. Tiers from Standalone to Standalone Pro.
- Representative Module - Per User: Additional per-user monthly fee for the Representatives module, priced at €59/month per user. Available for both ERP-integrated and standalone customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Connected - Entry-level ERP-integrated platform |
| Subscription | Monthly | Connected Plus - Mid-tier with full ordering capabilities |
| Subscription | Annual | Connected Pro - Enterprise with maximum features |
| Subscription | Monthly | Standalone - Basic platform without ERP |
| Subscription | Monthly | Standalone Plus - Enhanced standalone platform |
| Subscription | Annual | Standalone Pro - Maximum standalone capabilities |
| Per seat | Monthly | Representatives Module - Add-on per user |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Marcando product offering
Product offeringCore offering
Marcando is a SaaS e-commerce platform with native, real-time integrations to eight major ERP systems, enabling SMEs (wholesalers, distributors, manufacturers) to run B2B and B2C online sales without duplicate data entry. It offers modules for B2B ordering, customer self-service portals, a representatives/field-sales module, an AI-powered email/PDF Order Intake Agent, and an integrated webshop, sold via tiered monthly/annual subscriptions plus a per-seat representatives add-on.
Product overview
Marcando is an online B2B/B2C sales platform designed specifically for wholesalers and manufacturing companies, featuring native ERP integrations with Exact, AFAS, Microsoft Business Central, Odoo, Adsolut-Wolters Kluwer, Venice, Dave, and Priority ERP. The platform is offered as a unified product with multiple pricing tiers (Connected/Connected Plus/Connected Pro for ERP-linked deployments and Standalone/Standalone Plus/Standalone Pro for standalone deployments), supplemented by specific use-case modules including a B2B Ordering Platform, Customer Portal, Representatives Portal, Integrated Webshop, Online Catalog, and a combined Business and Consumer Platform. Key capabilities include customer-specific pricing, real-time inventory synchronization, order automation, and the AI-powered Order Intake Agent that processes incoming email and PDF orders automatically.
Differentiator
Problem solved
Functional benefit
Products and services
- Marcando Platform Core SaaS platform that integrates e-commerce with ERP systems, enabling real-time synchronization of inventory, prices, customer data, and orders for B2B and B2C businesses (wholesalers, distributors, manufacturers).
- B2B Ordering Platform B2B-focused ordering module that lets business customers place orders independently with customer-specific pricing and real-time ERP synchronization.
- Customer Portal Self-service portal that lets customers place and manage orders, view order history, access documents, and manage their own account information.
- Representatives Portal ERP-linked CRM portal for sales representatives with dashboards for appointments, overdue invoices, orders and turnover, customer overview, note management, and order management with customer-specific rates.
- Integrated Webshop Fully ERP-integrated online store that automatically synchronizes sales and inventory with the customer's ERP system in real time.
- Online Catalog Always-up-to-date online product catalog that relieves internal staff by giving customers real-time product information, prices, and availability.
- Business and Consumer Platform Unified platform that supports both B2B and B2C sales with customer-specific pricing, per-segment offers, and OSS (One Stop Shop) regulatory compliance for cross-border EU sales.
- Order Intake Agent AI-powered agent that automatically reads incoming emails and PDF order forms, recognizes customers, retrieves relevant data, and converts everything into ready-made ERP orders without manual intervention.
- Representatives Module (per-seat add-on) Per-seat add-on module for sales teams with ERP-linked day planning, customer-specific catalogs, always-available customer data, and barcode scanner, priced at €59/month per user.
Quantifiable outcome
- 80% cost reduction in order processing with existing customers
- +5 more outcomes
Companies that use Marcando
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Marcando technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability4 records
Feature5 records
Marcando partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- Adsolut - Wolters KluwercoreNative ERP integration partnership. Adsolut is a Wolters Kluwer SME management solution. Marcando synchronizes with Adsolut for real-time inventory, prices, customers and orders. Joint webinars and marketing activities conducted.
- AFAS SoftwarecoreNative ERP integration with AFAS Software ERP system. Marcando connects to AFAS for seamless data synchronization.
- ExactcoreNative ERP integration with Exact Online. Marcando synchronizes with Exact for inventory, pricing, customer data and order management.
- Microsoft Business CentralcoreNative ERP integration with Microsoft Business Central. Marcando connects to Business Central as standard SaaS solution for real-time data sync.
- OdoocoreNative ERP integration with Odoo ERP system. Marcando provides seamless connection to Odoo for data synchronization.
- DavecoreNative ERP integration partnership with Dave ERP system.
- Priority ERPcoreNative ERP integration with Priority ERP system.
- VenicecoreNative ERP integration with Venice ERP system.
- OBS SolutionsminorOdoo implementation expert offering digitization and automation services. Located in Belgium.
- ConXionminorGuides and inspires companies in digital transformation. Specializes in Microsoft Business Central. Based in Belgium.
- 4 Business SoftwareminorIT partner for SMEs specializing in Exact ERP implementations. Located in Belgium.
- One-ITminorIT partner for SMEs providing services aligned with business goals. Specializes in Exact. Based in Belgium.
- AxiansminorDigital transformation partner specializing in Venice and Microsoft Business Central. Located in Belgium.
- KomexominorGroundbreaking approach to production process. Specializes in Priority ERP and Exact. Located in Netherlands.
- Savacominor30+ years of expertise in customized, high-quality IT solutions. Specializes in Microsoft Business Central. Based in Belgium.
- AFAS SoftwareminorAFAS Inspire Partner helping businesses achieve better results with AFAS software.
- ExactminorExact Business Partner providing complete insight into business with Exact Online.
- Wolters KluwerminorGlobal provider of professional information, software solutions and services. Partner for Adsolut SME software.
- IrisoftminorStrategic IT for SMEs. Specializes in Venice ERP. Located in Belgium.
- ScaptaminorLeading ICT company facilitating business management using Microsoft technology. Based in Belgium.
- AnnexeminorEfficient digitization services. Specializes in Venice ERP. Based in Belgium.
- SonicalminorProcess optimization and human talent enrichment. Specializes in Microsoft Business Central. Located in Belgium.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Marcando competitors and assessment
Company assessmentBroad incumbents
- Shopware: Shopware is a German-headquartered open e-commerce platform with growing B2B features (customer-specific pricing, ERP connectors). Comparable to Marcando in offering B2B webshop capabilities for European SMEs/mid-market, but as a much broader commerce suite rather than an ERP-pure-play.
- Spryker: Spryker is a composable commerce platform specializing in complex B2B and enterprise scenarios with ERP integrations. Comparable in B2B ordering workflows and ERP-linked architecture, though Spryker typically serves larger enterprises than Marcando's SME target.
- Odoo: Odoo is an open-source ERP suite with a native eCommerce module and customer-specific pricing. As one of Marcando's eight integrated ERPs and an all-in-one suite, Odoo is both a partner and a structural competitor that could disintermediate Marcando via its own commerce functionality.
- BigCommerce: BigCommerce is a global SaaS commerce platform with a dedicated B2B Edition offering ERP connectors, customer-specific pricing, and quote-to-order. It competes for the same SME/mid-market B2B buyers but as a broader, US-headquartered incumbent rather than an ERP-pure-play.
- Shopify (Plus / B2B): Shopify Plus and Shopify B2B offer ERP integrations and B2B-specific features (customer catalogs, price lists, net terms) for SMEs globally. While traditionally SMB-DTC, Shopify's expanding B2B suite makes it an incumbent threat to Marcando in the SME segment.
Direct peers
- Sana Commerce: Sana Commerce is a B2B e-commerce platform purpose-built on native ERP integrations (SAP, Microsoft Dynamics, Exact, etc.). It is the closest direct peer to Marcando in target customer (distributors/manufacturers), core proposition (ERP-linked B2B webshop), and go-to-market (ERP partner channel).
- Virto Commerce: Virto Commerce is an enterprise B2B e-commerce platform with deep ERP/PIM/CRM integrations and customer-specific catalog/pricing. It targets the same B2B ordering use case for distributors and manufacturers, although typically at larger enterprise scale than Marcando's SME focus.
- Afosto: Afosto is a Netherlands-based B2B e-commerce and order platform for wholesalers and brands, with ERP integrations and customer-specific pricing. Direct geographic overlap with Marcando in Benelux and a nearly identical buyer persona make it a tight head-to-head peer.
Regional players
- Vendus (Vendus B2B): Vendus is a Portugal-based B2B e-commerce/ordering platform serving wholesalers and distributors. Comparable in vertical (B2B distributors), use case (ERP-linked ordering portals), and customer size (SME), but operating in Iberia rather than Benelux.
Emerging players
- nopCommerce: nopCommerce is an open-source ASP.NET e-commerce platform with B2B features (customer-specific pricing, ERP connectors via extensions). It targets similar SME/manufacturer buyers but typically requires more in-house development than Marcando's turnkey ERP-linked SaaS.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Marcando social profiles
Digital presenceMarcando financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marcando leadership team
Management profileNumber of profiles
Marcando funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marcando 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 Marcando
What does Marcando do?
Marcando is a SaaS e-commerce platform with native, real-time integrations to eight major ERP systems, enabling SMEs (wholesalers, distributors, manufacturers) to run B2B and B2C online sales without duplicate data entry. It offers modules for B2B ordering, customer self-service portals, a representatives/field-sales module, an AI-powered email/PDF Order Intake Agent, and an integrated webshop, sold via tiered monthly/annual subscriptions plus a per-seat representatives add-on.
Is Marcando a public or private company?
Marcando is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Marcando founded?
Marcando was founded in 2021. It employs 11 to 50 people.
Where is Marcando based?
Marcando is headquartered in Torhout, Belgium, in the Europe region.
How does Marcando make money?
Three revenue lines are on record. SaaS Subscription - ERP Integrated is the primary driver. The others are saaS Subscription - Standalone and representative Module - Per User.
Who are Marcando's main competitors?
Broad incumbents on record are Shopware, Spryker, Odoo, BigCommerce and Shopify (Plus / B2B). Direct peers are Sana Commerce, Virto Commerce and Afosto. Vendus (Vendus B2B) is listed as a regional player. nopCommerce is listed as an emerging player.
Does Marcando have an API?
No public API is recorded for Marcando.