Straightsell

What Straightsell does

Straightsell is a privately held, wholly Australian-owned and operated eCommerce integration platform headquartered in Adelaide, South Australia, serving businesses across Australia and New Zealand. The company provides cloud-hosted B2B and B2C webstores built on AWS infrastructure in Sydney, with pre-built, configurable integrations to twelve major ERP and accounting systems - SAP Business One (including the SAP HANA version), MYOB AccountRight, MYOB Acumatica, MYOB Exo, MYOB Advanced, NetSuite ERP, Microsoft Dynamics 365 Business Central, Sage 300cloud, HARMONiQ Micronet, Jcurve ERP, Access Attache, and Reckon Accounts Hosted - plus a Straightsell Universal Text File connector for legacy systems. These integrations synchronise product data, inventory, customer details, special pricing, and invoices bidirectionally with customers' back-office systems.

The core product suite comprises two feature sets (B2B Login Portal and B2B & B2C webstore) that can be tailored with a configurable add-on catalogue covering payment providers (FatZebra, PayPal, Afterpay, Zip Pay), freight platforms (Shippit, Starshipit, MachShip, SmartFreight, Cario, AFS MoveIT, Interparcel), marketing automation (Klaviyo, Mailchimp, Google Shopping Feed, Facebook/Instagram Shop Feed), dealer locators, address validation, security (Cloudflare, Google reCAPTCHA v3), and live chat (HubSpot). Customisation services support bespoke feature development for both website and integration when off-the-shelf options do not fit. Sales is quote-based, conducted directly through the company website with phone support for Australia and New Zealand and a self-service demo webstore; pricing is not publicly disclosed and contracts are annual subscriptions with optional add-ons and professional services revenue.

The go-to-market emphasises content marketing through customer case studies, news articles, and a publicly accessible portfolio of live customer websites filterable by integration, industry, and country. The customer base spans mid-market and enterprise B2B distributors and manufacturers across verticals including food and beverage, industrial supplies, cleaning, dental, automotive, agriculture, home fragrance, jewellery, and pharmaceuticals. In the twelve months to June 2026, customers processed 432,345 orders worth $417.9 million through Straightsell-integrated sites (17.5% YoY in value, 11.8% in volume, average order value $966.77), up from $181.6M five years earlier. The company has no disclosed external funding, no parent or subsidiary relationships, and operates exclusively in the ANZ region.

Name

Straightsell

Legal name

Straightsell

Website

https://straightsell.com.au

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Straightsell is a privately held Australian-owned eCommerce integration platform that provides cloud-hosted B2B and B2C webstores with pre-built integrations to twelve major ANZ ERP and accounting systems, serving mid-market and enterprise distributors and manufacturers across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

eCommerce Integration Platform

NAICS

Software Publishers (5132), Custom Computer Programming Services (541511)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• Ecommerce integration
• ERP integration
• B2B webstore
• Online ordering portal
• Ecommerce platform

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. eCommerce Platform Subscription: Straightsell provides eCommerce integration platform services with ongoing support included. The platform offers B2B Login Portal or B2B & B2C webstore feature sets with configurable add-ons.
2. Custom Development and Integration Services: Custom functionality development and customisation services for both website and integrations when off-the-shelf features don't meet specific business requirements.
3. Add-on Features: Additional features from a comprehensive list of standard add-ons including payment processing, freight management, marketing automation, security, and SEO tools.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Straightsell provides a cloud-based eCommerce webstore platform with pre-built, configurable integrations to twelve ERP and accounting systems used by Australian and New Zealand businesses. The platform synchronises product data, inventory, customer records, special pricing, and invoices between the webstore and back-office systems, and supports both B2B Login Portal and combined B2B & B2C feature sets. Customers can extend the platform through a suite of add-ons covering payments, freight, marketing, dealer locators, address validation, security, and live chat, or commission custom development when off-the-shelf features are insufficient.

Product overview

Straightsell is an Australian-owned eCommerce integration platform that provides a unified B2B and B2C webstore platform integrated with multiple ERP and accounting systems. The core product consists of the Straightsell eCommerce Platform with pre-built integrations to major ERP systems (SAP Business One, MYOB Acumatica/Exo/AccountRight, NetSuite, Dynamics 365 Business Central, Sage 300cloud, Reckon Accounts Hosted, HARMONiQ Micronet, Jcurve ERP, Access Attache). The platform is supplemented by the Straightsell Add-ons suite covering payments (FatZebra, PayPal, Afterpay, Zip Pay), freight management (Shippit, Starshipit, MachShip, SmartFreight, Cario, AFS MoveIT, Interparcel), marketing (Google Shopping, Klaviyo, Mailchimp, Facebook/Instagram), dealer locators, address validation, and security. Additional offerings include Custom Design eCommerce Websites for businesses requiring unique branding, Customisation Services for bespoke feature development, and the Straightsell Universal Text File Integration for legacy system connectivity.

Differentiator

Problem solved

Functional benefit

Products and services

• Straightsell eCommerce Platform Cloud-based B2B and B2C eCommerce webstore platform with pre-built ERP/accounting integrations, configurable add-ons, contract pricing overrides managed through CMS, and ongoing support — sold on a quote-based annual subscription to ANZ businesses.
• Straightsell Customisation Services Custom development service for building bespoke website features and integration customisations on top of the Straightsell eCommerce Platform when off-the-shelf options do not meet a customer's requirements.
• Straightsell Custom Design eCommerce Website Bespoke website design service in which Straightsell's designers create a unique storefront tailored to the customer's brand, incorporating the full eCommerce feature set plus any required custom functionality.

Quantifiable outcome

• 17.5% year-over-year increase in total order value (July 2025 - June 2026)
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration33 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core.

• SAPcoreTechnology or IntegrationPre-built integration to SAP Business One and SAP Business One version for SAP HANA, enabling automatic transfer of product data, inventory, customer details, special pricing, invoices, and seamless flow of web orders and payments
• MYOBcoreTechnology or IntegrationPre-built integrations to multiple MYOB products including AccountRight, Acumatica, Exo, and MYOB Advanced. Enables automatic synchronisation of product data, inventory, customer details, special pricing, invoices, and web order/payment flows
• NetSuite (Oracle)coreTechnology or IntegrationPre-built integration to NetSuite ERP enabling seamless eCommerce connectivity
• Microsoft Dynamics 365 Business CentralcoreTechnology or IntegrationPre-built integration to Dynamics 365 Business Central for enterprise customers
• HARMONiQ MicronetcoreTechnology or IntegrationPre-built integration to HARMONiQ Micronet ERP system
• Jcurve ERPcoreTechnology or IntegrationPre-built integration to Jcurve ERP
• Access AttachecoreTechnology or IntegrationPre-built integration to Access Attache accounting software
• Reckon Accounts HostedcoreTechnology or IntegrationPre-built integration to Reckon Accounts Hosted
• Sage 300cloudcoreTechnology or IntegrationPre-built integration to Sage 300cloud ERP
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud hosting infrastructure provider. Websites hosted on AWS out of Sydney with in-house administration

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sana Commerce: ERP-native B2B eCommerce platform with deep integrations to Microsoft Dynamics, SAP, and Acumatica. Closest direct competitor to Straightsell in terms of ERP-integrated B2B commerce, though serving global rather than ANZ market.
• WooCommerce: Open-source WordPress-based eCommerce platform with extensive ERP/accounting integration plugins. Competes with Straightsell for ANZ merchants willing to manage technical infrastructure, offering a lower-cost alternative to managed ERP-integrated commerce.
• BigCommerce: Headless eCommerce platform with open API architecture and ERP integration partners. Competes with Straightsell for B2B and mid-market merchants requiring ERP-connected storefronts, though with global rather than ANZ focus.
• Maropost Commerce Cloud (formerly Neto): All-in-one eCommerce platform with strong ANZ (especially Australian) heritage via Neto. Competes with Straightsell in the Australian market for integrated B2B/B2C storefronts, though as a broader commerce suite rather than pure ERP integration layer.
• k-eCommerce: eCommerce solution built natively on Microsoft Dynamics ERP (Business Central, AX, NAV, D365 F&O). Competes directly with Straightsell's Microsoft Dynamics integration offering for B2B/B2C merchants requiring ERP-connected storefronts.

Broad incumbents

• Shopify: Global eCommerce platform with ERP integration capabilities (Shopify Plus, Shopify Markets, B2B features). Direct competitor to Straightsell for ANZ merchants seeking integrated webstores, but serves a much broader customer base globally.
• Salesforce Commerce Cloud: Enterprise commerce platform within the Salesforce ecosystem, with B2B Commerce offering. Competes for large ANZ enterprises requiring integrated commerce with back-office systems, though typically a much heavier implementation.
• Adobe Commerce (Magento): Enterprise-grade eCommerce platform from Adobe with extensive ERP integration ecosystem. Competes with Straightsell for larger ANZ merchants needing customisable commerce with ERP connectivity, though at higher price points and complexity.

Emerging players

• Expandly: Multi-channel eCommerce integration platform focused on SMBs connecting to accounting/ERP systems (Xero, QuickBooks, Sage). Adjacent competitor to Straightsell in the ERP-integrated commerce space, though focused on smaller merchants and different ERP systems.

Regional players

• eCorner: Australia-based eCommerce platform providing integrated webstore solutions, including ERP/accounting integrations. Directly competes with Straightsell in the ANZ B2B market with comparable feature set and regional focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Straightsell

Compliance1 record

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 Straightsell