Fluid Digital

What Fluid Digital does

Fluid Commerce Limited, trading as Fluid Digital or Fluid, is a UK-based B2B and D2C ecommerce agency founded in 2009 and headquartered in Manchester, with a secondary office in London. The company designs, builds, integrates, and supports ecommerce websites and self-service customer portals for manufacturers, wholesalers, distributors, suppliers, and direct-to-consumer brands. Its client base spans industrial distribution, hydraulics, flooring, cables, jewellery, appliances, and manufacturing. The company is led by founder and managing director Adam Hindle and operates with 11–50 employees.

The company's core technology stack centres on three third-party ecommerce platforms — Adobe Commerce, Magento Open Source, and Shopify Plus — combined with the Hyvä React-based frontend framework for high-performance storefronts. Its principal proprietary asset is "Portal," a ready-made B2B feature platform for Magento Open Source that enables rapid deployment of B2B functionality (customer portals, pricing tiers, self-service ordering, account management) and facilitates migration from Adobe Commerce to Magento without losing B2B features. The company holds Hyvä Gold Partner and Adobe Commerce Silver Solution Partner certifications, alongside Shopify Partner status.

Fluid Commerce monetises through professional services: project-based ecommerce build and migration engagements, integration work, and recurring retainers for ongoing support, PPC, paid social, and SEO. Pricing is quote-based and not publicly disclosed; contracts are structured on a multi-year basis. Distribution is sales-led via discovery calls and direct enterprise engagement, supported by a content marketing engine (blog, SEO, paid media, LinkedIn, email) and third-party validation through UK and European ecommerce awards (2022–2025). The company is privately held with no disclosed external investment.

Name

Fluid Digital

Legal name

Fluid Commerce Limited

Website

https://fluid-digital.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Fluid Digital (Fluid Commerce Limited) is a UK-based B2B and D2C ecommerce agency that builds, migrates, and supports Adobe Commerce, Magento, Shopify Plus, and Hyvä storefronts for manufacturers, wholesalers, distributors, and consumer brands, anchored by its proprietary Portal B2B platform.

Ownership category

akta.pro rank

Product category

Ecommerce Agency Services

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B ecommerce agency
• Magento development services
• Adobe Commerce implementation
• Shopify Plus development
• Ecommerce marketing services

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Ecommerce Agency Services: Professional services revenue from designing, building, and supporting B2B and D2C ecommerce websites on Adobe Commerce, Magento, Shopify, and Hyvä platforms. Includes development, integration, migration, and ongoing support services.
2. Ecommerce Marketing Services: Digital marketing services including PPC, Paid Social, and SEO for B2B ecommerce clients, generating recurring revenue through retainer or project-based engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Fluid Commerce is a B2B and D2C ecommerce agency that designs, builds, integrates, migrates, and supports ecommerce websites on Adobe Commerce, Magento Open Source, Shopify Plus, and the Hyvä frontend framework. It also delivers ecommerce digital marketing services spanning PPC, Paid Social, and SEO. Its proprietary product, Portal, is a ready-made B2B feature platform for Magento Open Source that lets wholesalers, distributors, and suppliers launch full B2B stores and migrate from Adobe Commerce to Magento without losing B2B functionality.

Product overview

Fluid Commerce is a B2B and D2C ecommerce agency providing a portfolio of services centered around its Portal product and platform-specific development services. Portal is a ready-made B2B feature platform built on Magento Open Source that enables wholesalers, distributors, and suppliers to launch ecommerce stores with full B2B functionality. Complementing Portal, the company offers specialized development and integration services for Adobe Commerce, Magento, Shopify, and Hyvä platforms, along with ecommerce marketing services (PPC, Paid Social, SEO). The offering is structured as a combination of a proprietary B2B product (Portal) and professional services for major third-party ecommerce platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Portal: A ready-made B2B feature platform that enables companies such as wholesalers, distributors, and suppliers to launch a powerful Magento Open Source online store. Portal also makes migrating a B2B ecommerce website from Adobe Commerce to Magento without losing B2B functionality.

Products and services

• Portal — Magento B2B Ecommerce Accelerator Ready-made B2B feature platform for Magento Open Source that delivers full B2B functionality for wholesalers, distributors, and suppliers, including pricing tiers, account management, self-service ordering, and customer portals. Also supports migration from Adobe Commerce to Magento without losing B2B features.
• Adobe Commerce & Magento Development Services Full-service Adobe Commerce and Magento Open Source development for B2B and D2C clients, including B2B functionality, Hyvä theming, migrations, integrations, support, D2C development, and ecommerce consultancy targeted at manufacturers, wholesalers, and distributors.
• Shopify for B2B Development Services Specialist Shopify and Shopify Plus development and integration services for B2B companies and D2C brands, including B2B integrations, storefront builds, and platform migration support for direct-to-consumer businesses.
• Ecommerce Marketing Services Digital marketing services for ecommerce businesses covering PPC for B2B, Paid Social for B2B, and SEO, focused on customer acquisition, retention, and revenue growth delivered through project and retainer engagements.

Quantifiable outcome

• Improved sales and customer feedback for Best 4 Flooring
• +1 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Adobe CommercecoreTechnology or IntegrationAdobe Solution Partner (Silver level) providing Adobe Commerce and Magento implementation services. Specializes in Adobe Commerce B2B solutions, migrations, integrations, and support for enterprise clients.
• HyväcoreTechnology or IntegrationHyvä Gold Partner with expertise in implementing Hyvä frontend for Adobe Commerce and Magento. Provides modern, high-performance storefronts using Hyvä's React-based development approach.
• ShopifycoreTechnology or IntegrationShopify Partner specializing in Shopify Plus implementations for B2B and D2C brands. Provides Shopify B2B integrations and development services for direct-to-consumer companies.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Space48: UK-based Adobe Commerce and Magento agency providing development, support, and digital marketing for retailers and brands. Closest UK-headquartered peer to Fluid on Adobe Commerce/Magento focus and B2B client mix.
• Wagento: Adobe Commerce and Magento solutions integrator offering B2B and D2C ecommerce implementations. Comparable to Fluid on partner credentials, platform specialism, and B2B delivery model.
• SwiftOtter: Magento development and support agency with strong focus on platform extensions and B2B functionality. Comparable specialist positioning to Fluid on Magento Open Source and B2B feature delivery.
• Atwix: Magento/Adobe Commerce agency specializing in custom development, integrations, and support for B2B and D2C merchants. Overlaps directly with Fluid's Magento-focused professional services and B2B feature work.
• Elogic Commerce: Ecommerce agency with Magento, Shopify, and BigCommerce capabilities serving B2B and D2C merchants. Comparable platform breadth and target customer profile to Fluid, particularly on cross-platform builds.
• Vaimo: Global Adobe Commerce/Magento agency offering strategy, design, development, and support across B2B and D2C ecommerce. Directly comparable to Fluid as a platform-specialist agency with multi-region delivery and overlapping service catalog.

Broad incumbents

• Visualsoft: UK-headquartered ecommerce platform and agency serving mid-market retailers with ecommerce website design, marketing, and support. Broader incumbent competing for overlapping UK mid-market B2B ecommerce budget.
• Blue Acorn iCi: Large Adobe Commerce-focused digital agency now part of Merkle/Cognizant, serving enterprise B2B and D2C clients. Competes with Fluid for enterprise Adobe Commerce work but operates at significantly larger scale and broader service breadth.

Regional players

• Magenable: Australia-based Magento and Adobe Commerce agency offering development, support, and B2B services. Comparable platform specialism to Fluid but primarily serving APAC clients rather than competing directly in the UK.
• PushON: UK-based digital agency offering ecommerce development and digital marketing services. Comparable UK-headquartered competitor with overlapping marketing and platform delivery capabilities, competing for the same mid-market pool.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fluid_digital
• LinkedInlinkedin.com/company/fluidcommerce

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Fluid Digital