direct2florist
Direct2florist is a family-owned online marketplace founded in 2007 that connects consumers with a global network of 3,500+ independent local florists across 14+ countries for same-day and international flower delivery, generating revenue through florist membership subscriptions and relay commissions.
- Company typePrivate
- Founded2007
- HeadquartersAnnapolis, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What direct2florist does
Direct2florist, operated by Florist2Florist.com Limited (Company Number 04540923), is a family-owned online marketplace founded in February 2007 that connects consumers with independent local florists for same-day and next-day flower delivery. The platform operates across 14+ countries with a network of 3,500+ florists globally, of which 1,500+ are based in the USA, and supports international relay orders between member florists. The core technology stack includes a proprietary consumer-facing marketplace website with country-specific localized domains, plus a suite of florist-facing tools: the D2F Florist Manager software for order and customer database management, the D2F Delivery App for mobile order notifications and delivery photo confirmation, D2F Checkout for integrated payment processing, and bespoke mobile-friendly florist websites with SEO optimization.
The business operates a two-sided model. On the supply side, Direct2florist charges florists tiered annual membership subscriptions ranging from $200+ VAT for basic platform access to $649+ VAT for full membership plus a bespoke website, and takes a 10% commission on international relay orders. On the demand side, the platform processes consumer payments and claims to pass 100% of flower value directly to florists, generating revenue primarily through membership fees and relay commissions rather than per-transaction consumer markups. Customer acquisition is driven by organic SEO, country-specific domains, email, and the Feefo verified review platform, where the business maintains 40,000+ reviews at a 97% approval rating. The platform has been recognized with BFA Service Provider of the Year (2018, 2019) and BFA Flower Sender of the Year (2020, 2021) awards.
Direct2florist is a privately held, family-operated business headquartered at 2 Ormrod Street, Farnworth, Bolton, UK, with 51-100 employees and no disclosed institutional investors, funding rounds, or M&A activity. There is no AI/ML capability disclosed in the product stack, and growth has been incremental and organic over the company's 17-year history, focused on expanding country coverage, deepening the florist software ecosystem, and reinforcing trust signals through awards and verified reviews rather than venture-scale expansion.
direct2florist firmographics
Firmographics- Name
- direct2florist
- Legal name
- Florist2Florist.com Limited
- Website
- https://direct2florist.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Direct2florist is a family-owned online marketplace founded in 2007 that connects consumers with a global network of 3,500+ independent local florists across 14+ countries for same-day and international flower delivery, generating revenue through florist membership subscriptions and relay commissions.
- Ownership category
- akta.pro rank
direct2florist industry classification
Industry- Product category
- Online Flower Marketplace
- NAICS
- Florists (459310)
- akta.pro primary industry
- Booking Engines & Direct Web Booking (THALACAD)
Keywords
Where direct2florist is headquartered
LocationHeadquarters
- HQ city
- Annapolis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
direct2florist business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Florist Membership Fees: Annual subscription fees charged to florists for platform membership. Three tiers available: Full Membership ($200+ VAT), Full Membership+ with bespoke website ($649+ VAT), and Member Website for existing members ($479+ VAT).
- International Relay Commission: 90%/10% commission split on relay orders where florists send orders to other member florists worldwide. Platform takes 10% commission.
- Consumer Transaction Processing: Platform processes consumer payments for floral orders. While the company states 100% of flower value goes to florists, the platform earns revenue through membership fees and relay commissions rather than per-transaction consumer fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Membership - Basic platform access |
| Subscription | Multi-year contract | Full Membership+ with Bespoke Website |
| Subscription | Multi-year contract | Member Website - Existing Members Upgrade |
| Unit Pricing | Pay-as-you-go | Consumer Flower Products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
direct2florist product offering
Product offeringCore offering
Direct2florist operates an online marketplace connecting individual flower buyers with local member florists for same-day and next-day flower delivery in 14+ countries. The platform processes consumer orders and routes them to nearby florists for hand delivery, and provides florists with membership subscriptions, order management software, a delivery mobile app, payment processing, bespoke website builds, and an international relay network for cross-border orders.
Product overview
Direct2florist operates a marketplace platform connecting consumers with local florists worldwide for flower delivery. The core product is the Direct2florist Marketplace, complemented by a suite of florist-facing tools including D2F Software (Florist Manager) for order and customer database management, the D2F Delivery App for mobile order notifications and photo confirmations, D2F Checkout for payment processing, Bespoke Member Websites for SEO-optimized florist web presence, International Relay for cross-border order sharing, POS Pack materials, and Feefo Reviews Integration for customer feedback. The platform enables same-day delivery when ordered by 2pm local time and covers 14+ countries with 3500+ member florists worldwide and 1500+ in the USA.
Differentiator
Problem solved
Functional benefit
Products and services
- Direct2florist Marketplace Online marketplace platform connecting individual consumers with local member florists in 14+ countries for same-day (order by 2pm local time) and next-day flower delivery, with 1500+ USA florists and 3500+ worldwide.
- D2F Florist Manager Software Proprietary order management and customer database software designed by florists for florists, used to manage local, collect, and international relay orders across member florists.
- D2F Delivery App Mobile application enabling member florists to receive instant order notifications, accept orders, photograph delivered flower products, and send delivery confirmation photos back to customers for review generation.
- D2F Checkout Integrated payment processing system for secure online consumer transactions, with direct 3-day BACS payments to member florists and integration into bespoke florist websites.
- Bespoke Member Website Custom florist website build and development service with mobile-friendly responsive design, SEO optimization, unlimited pages, dedicated web designer, logo design, and integrated D2F Checkout.
- International Relay Cross-border same-day relay network enabling member florists to send and receive orders to each other worldwide, with a 90%/10% commission split and GBP 4.25 relay fee for UK and worldwide.
- Florist Membership Subscriptions Three-tier annual subscription offering for florists: Full Membership ($200+ VAT), Full Membership+ with bespoke website ($649+ VAT), and Member Website upgrade ($479+ VAT), providing platform listing, relay network access, D2F tools, Selection Guide, and POS Pack.
Companies that use direct2florist
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
direct2florist technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
direct2florist partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Florist2Florist.com LimitedcoreParent company registered as Florist2Florist.com Limited t/a Direct2Florist (Company Number 04540923). Provides proprietary D2F software, Florist Manager, and delivery app technology enabling the marketplace operations.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
direct2florist competitors and assessment
Company assessmentDirect peers
- Interflora: Interflora is the largest international flower relay network, operating a florist-to-florist delivery model across dozens of countries. It is the most direct competitor to Direct2Florist's relay and marketplace offering, with overlapping geographic coverage and a similar B2B/B2C dual model.
- BloomNation: BloomNation is an online marketplace that connects consumers with local florists, with a strong focus on boutique and artisan florists. It is the closest US-native marketplace peer to Direct2Florist's local-florist-discovery model and competes for both florist memberships and consumer orders.
- Teleflora: Teleflora operates a US-based florist network similar to FTD, providing online flower ordering fulfilled by member local florists. It directly competes with Direct2Florist's marketplace model in the US, particularly for occasion-based flower delivery.
- FTD (Florists' Transworld Delivery): FTD is one of the largest US flower delivery networks connecting consumers with local florists. It is a direct competitor to Direct2Florist in the US marketplace model, with comparable network-driven fulfillment and overlapping consumer value proposition.
Broad incumbents
- BloomNet (a division of 1-800-Flowers): BloomNet is the florist network technology and services arm of 1-800-Flowers.com, providing POS systems, website services, and wire-service relay to member florists. It directly overlaps with Direct2Florist's B2B florist software offering (D2F Software, bespoke websites) but operates as part of a much larger parent organization.
- 1-800-Flowers.com: 1-800-Flowers.com is the largest publicly-traded flower and gifting retailer in the US, offering broad product range and multiple brands. It is a broad incumbent competitor with substantially greater scale, brand recognition, and marketing investment than Direct2Florist.
Emerging players
- UrbanStems: UrbanStems is a digital-native flower delivery brand targeting millennial and urban consumers with a curated design aesthetic. It overlaps with Direct2Florist on consumer-side flower delivery but focuses on direct-to-consumer brand building rather than florist marketplace aggregation.
- The Bouqs Company: The Bouqs is a venture-backed online flower delivery company focused on farm-to-doorstep sourcing. It represents a newer digital-native model in the same consumer flower delivery category, with overlapping target customer but a fundamentally different supply chain strategy.
Regional players
- FlowerAdvisor: FlowerAdvisor is an international online flower delivery platform headquartered in Asia with strong presence in Southeast Asia and the Middle East. It is a regional peer operating in the same international flower delivery category as Direct2Florist's relay business.
- eFlorist: eFlorist is a UK-based florist technology and network provider owned by Bluefield Solutions. It offers florist POS software and a B2B/B2C flower delivery platform comparable to Direct2Florist's D2F Software and Florist Manager stack, and competes in the same UK market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
direct2florist social profiles
Digital presencedirect2florist financial estimates
Financial estimateRevenue estimate
Valuation estimate
direct2florist leadership team
Management profileNumber of profiles
Profiles1 record
direct2florist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
direct2florist 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 direct2florist
What does direct2florist do?
Direct2florist operates an online marketplace connecting individual flower buyers with local member florists for same-day and next-day flower delivery in 14+ countries. The platform processes consumer orders and routes them to nearby florists for hand delivery, and provides florists with membership subscriptions, order management software, a delivery mobile app, payment processing, bespoke website builds, and an international relay network for cross-border orders.
Is direct2florist a public or private company?
direct2florist is a private company. It is classified as family owned and is currently operating.
When was direct2florist founded?
direct2florist was founded in 2007. It employs 51 to 100 people.
Where is direct2florist based?
direct2florist is headquartered in Annapolis, United States, in the North America region.
How does direct2florist make money?
Three revenue lines are on record. Florist Membership Fees are the primary driver. The others are international Relay Commission and consumer Transaction Processing.
Who are direct2florist's main competitors?
Direct peers on record are Interflora, BloomNation, Teleflora and FTD (Florists' Transworld Delivery). Broad incumbents are BloomNet (a division of 1-800-Flowers) and 1-800-Flowers.com. Emerging players are UrbanStems and The Bouqs Company. Regional players are FlowerAdvisor and eFlorist.
Does direct2florist have an API?
No public API is recorded for direct2florist.
What industry is direct2florist in?
direct2florist's product category is Online Flower Marketplace. Its primary akta.pro industry code is THALACAD, Booking Engines & Direct Web Booking. Its NAICS code is 459310.