Schema

Name

Schema

Legal name

Swell

Website

https://schema.io

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Ecommerce Platform

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)

akta.pro secondary industries

Wholesale Dropship & Bulk Import/Export Sourcing Marketplaces (CRAFAHAO), Hybrid Cloud Edge & Distributed Cloud Extensions (HDABAMAJ)

Keywords

• Ecommerce platform
• Headless commerce
• Subscription commerce
• Online store builder
• B2B wholesale

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription: SaaS subscription model for ecommerce platform access with tiered plans based on features and usage volume. Includes hosting, admin dashboard, integrations, and support.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Swell is a cloud-based, headless ecommerce platform that enables merchants to launch online stores in minutes via a visual, block-based store builder and to manage physical goods, digital products, recurring subscriptions, and B2B wholesale orders through a single unified backend. The platform exposes 14 integrated modules (Products, Subscriptions, Discounts, Wholesale, Content, Users, Customers, Orders, Fulfillment, Reporting, Storefronts, Checkouts, Payments, Internationalization), supports 230 currencies and 170 languages for global commerce, and ships with 40+ no-code integrations plus Backend and Frontend APIs for custom development.

Product overview

Swell is a unified ecommerce platform that enables launching and managing online stores. The platform provides a comprehensive suite of 14 integrated modules: Products (catalog management), Subscriptions (recurring billing), Discounts (promotions), Wholesale (B2B commerce), Content (CMS), Users (admin management), Customers (CRM), Orders (order management), Fulfillment (shipping/inventory), Reporting (analytics), Storefronts (customizable storefronts), Checkouts (payment flow), Payments (gateway integration), and Internationalization (global commerce). The platform supports physical goods, digital products, subscription commerce, and B2B wholesale operations from a single dashboard with 40+ no-code integrations available.

Differentiator

Problem solved

Functional benefit

Products and services

• Swell Ecommerce Platform Cloud-based unified ecommerce platform with 14 integrated modules — Products (catalog management), Subscriptions (recurring billing for physical and virtual products with flexible billing models and retention tools), Discounts (coupons, BXGY promotions, automatic discounts), Wholesale (B2B volume pricing, customer groups, invoicing, bulk ordering workflows), Content (CMS via admin dashboard), Users (multi-store admin accounts with role-based permissions), Customers (customer info, reports, buyer activity tracking), Orders (order editing and fulfillment info), Fulfillment (multi-location shipping, inventory tracking, split shipments), Reporting (store performance and business-wide visibility analytics), Storefronts (fully customizable with block-based layout, inline editing, and responsive design), Checkouts (hosted checkout, partner integration, or custom flow development), Payments (multiple gateway connections simultaneously, stored cards, split payments), and Internationalization (230 currencies with automatic exchange rate conversions, 170 languages, region-specific pricing, localized payment methods). The platform includes 40+ pre-built no-code integrations for marketing, payments, fulfillment, and automation, plus a Backend API and Frontend API with webhook support for custom development, documentation available at developers.swell.is.

Named customers11 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Shopify: Shopify is the dominant cloud ecommerce platform serving SMBs, mid-market, and enterprise merchants globally with DTC, subscription, B2B, and marketplace capabilities. Swell competes head-to-head with Shopify in the same merchant segments, with both offering self-serve signup, headless APIs, and a broad feature suite.
• BigCommerce: BigCommerce is a headless-friendly SaaS ecommerce platform targeting mid-market and enterprise merchants with strong API-first architecture and B2B capabilities. Swell and BigCommerce overlap closely on headless commerce, multi-currency, and B2B wholesale positioning.
• Shopware: Shopware is an open-source and SaaS ecommerce platform particularly strong in EMEA, offering headless commerce, B2B, and DTC capabilities. It directly competes with Swell in the European merchant market and on the headless/composable commerce positioning.
• Centra: Centra is a DTC-focused ecommerce platform built for fashion, lifestyle, and premium brands with strong wholesale, subscription, and global commerce capabilities. It directly competes with Swell in the DTC brand segment, particularly for merchants needing B2B wholesale alongside DTC.
• WooCommerce: WooCommerce is an open-source ecommerce plugin for WordPress that powers millions of SMB and mid-market stores with extensive customization and a vast extension ecosystem. It overlaps with Swell's SMB and mid-market target segment, particularly among merchants seeking lower-cost or open alternatives.

Emerging players

• Saleor: Saleor is an open-source, GraphQL-based headless commerce platform that has gained traction with developer-led and mid-market merchants. It competes with Swell's headless commerce positioning and appeals to merchants seeking API-first, customizable commerce without SaaS lock-in.
• Medusa: Medusa is an open-source headless commerce platform built on Node.js that targets developers and digital-native brands with customizable commerce infrastructure. It overlaps with Swell's headless, API-first, and developer-friendly positioning, particularly for technically sophisticated merchants.

Broad incumbents

• Wix eCommerce: Wix eCommerce is a website builder with integrated storefront capabilities targeting SMBs and small brands, similar to Swell's PLG self-serve signup model. It competes with Swell at the SMB/entry level but is positioned as a broader website builder rather than a dedicated commerce platform.
• Adobe Commerce (Magento): Adobe Commerce (formerly Magento) is a broad incumbent ecommerce platform serving enterprise merchants with deep customization and B2B capabilities as part of the Adobe Experience Cloud. It competes with Swell in mid-market/enterprise B2B and headless commerce but is part of a much larger Adobe portfolio.
• Salesforce Commerce Cloud: Salesforce Commerce Cloud is an enterprise ecommerce platform that is part of the broader Salesforce CRM and marketing cloud portfolio. It competes with Swell in enterprise and B2B segments but is positioned as a broader suite rather than a focused commerce platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/schemaio
• GitHubgithub.com/swellstores
• LinkedInlinkedin.com/company/swellcommerce

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 Schema