Aspidistra Shopfront

What Aspidistra Shopfront does

Aspidistra Shopfront, operating commercially as GOb2b, is a UK-based B2B ecommerce platform provider headquartered in Kingsbridge, Devon. Founded in 1999 and operating as GOb2b since 2004, the company has spent more than 20 years building ecommerce software for UK wholesalers, distributors, and manufacturers. The platform is built around native, bidirectional integrations with the dominant UK accounting and ERP systems — Sage 50, Sage 200, Sage 1000, Pegasus Opera, Pegasus Opera SE, Microsoft Dynamics 365 Business Central, Xero, Profit4, and Apex Enterprise Suite — together with Punchout support for enterprise procurement. This integration layer is positioned to eliminate middleware and keep customer accounts, pricing, stock, and orders synchronised in real time.

The product surface covers the full B2B trade workflow: multi-currency transactions, account and card payments, customer-specific pricing, Bill of Materials handling, configurable shipping rules, agent and rep portals, mobile apps, stock position visibility, product data management, and SEO tooling. The platform is sold as two subscription packages (Grow and Professional), with GOb2bPay, launched in 2026, adding embedded payment processing as a transaction-fee revenue layer on top of the software licence. Go-to-market is hybrid: a direct, consultative sales motion with consultation, demonstration, and onboarding, complemented by self-serve assets including a 14-day trial, a savings calculator, and online demo booking. The company operates as a subsidiary within ClearCourse, a diversified technology group, which provides corporate backing and potential cross-sell across the parent's vertical software portfolio.

Name

Aspidistra Shopfront

Legal name

GOb2b Ltd

Website

https://aspidistra.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

UK-based B2B ecommerce platform (operating as GOb2b) serving wholesalers, distributors, and manufacturers with native Sage, Pegasus, Microsoft Dynamics, and Xero ERP integrations plus embedded payments; a subsidiary of the ClearCourse group.

Ownership category

akta.pro rank

Product category

B2B Ecommerce Software

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industries

Wholesale/B2B Generalist Marketplaces (CRAFAAAF), Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)

Keywords

• B2B ecommerce platform
• Wholesale ecommerce software
• ERP ecommerce integration
• Sage accounting integration
• Trade ordering platform

Headquarters

HQ city

Kingsbridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription Packages: GOb2b offers software packages (Grow & Professional) on a subscription basis. The platform provides automated information flow across business systems as part of the package, including software updates.
2. GOb2bPay Embedded Payments: Purpose-built payment processing integrated into the ecommerce platform. Payments include fraud monitoring and reconciliation services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Aspidistra Shopfront (operating as GOb2b) develops and sells a UK-based B2B ecommerce platform built for wholesalers, distributors, and manufacturers. The platform provides native, out-of-the-box bidirectional integration with Sage 50/200/1000, Pegasus Opera, and Microsoft Dynamics 365 Business Central, syncing orders, pricing, and stock without middleware. It also offers an embedded payment product (GOb2bPay) with fraud monitoring and UK-based support.

Product overview

GOb2b is a unified B2B ecommerce platform designed for wholesalers, distributors and manufacturers. The core GOb2b platform provides full ecommerce functionality with native ERP integrations. Supporting modules include GOb2bPay (embedded payments), GOb2b Mobile Apps, Order Processing Features, Stock Position Features, Product Data Features, Navigation & SEO Features, Shipping Features, and Agent/Rep Login — all designed to work together within the platform ecosystem for B2B trade operations.

Differentiator

Problem solved

Functional benefit

Brands

• GOb2bPay: Purpose-built payments product for GOb2b eCommerce stores, featuring embedded payments, robust security, 24/7 online fraud monitoring, UK-based support, and easy reconciliation and reporting.

Products and services

• GOb2b B2B Ecommerce Platform UK-based B2B ecommerce platform built for wholesalers, distributors and manufacturers. Provides native bidirectional integrations with Sage 50/200/1000, Pegasus Opera, and Microsoft Dynamics 365 Business Central, syncing orders, pricing and stock live without middleware. Includes mobile apps and supports complex B2B features such as account payments, multi-currency, and complex shipping configurations.
• GOb2bPay Embedded Payments Purpose-built embedded payment solution for GOb2b ecommerce stores. Provides secure payments, 24/7 online fraud monitoring, UK-based support, and easy reconciliation and reporting.

Quantifiable outcome

• Increased revenues through 24/7 ecommerce ordering capability
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• SagecoreTechnology or IntegrationNative out-of-the-box integration with Sage 50, Sage 200, and Sage 1000 accounting systems. Provides bidirectional sync of orders, pricing, and stock data without middleware.
• PegasuscoreTechnology or IntegrationNative integration with Pegasus Opera accounting system for bidirectional information flow between ecommerce and accounting.
• Microsoft Dynamics 365 Business CentralcoreTechnology or IntegrationOut-of-the-box compatibility with Microsoft Dynamics 365 Business Central for live data synchronization across business systems.
• ClearCourseflagshipOthersGOb2b is part of ClearCourse, a group of complementary software companies. ClearCourse is the parent/group company.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Salesforce Commerce Cloud: Salesforce Commerce Cloud (formerly Demandware) is a broad commerce incumbent in the Salesforce CRM/ERP ecosystem; while not B2B-specialized, it competes for large manufacturer/distributor platform RFPs.
• SAP Commerce Cloud: SAP Commerce Cloud is the enterprise incumbent for global manufacturers and distributors running SAP ERP, competing for B2B commerce deals above GOb2b's mid-market sweet spot.

Regional players

• Shopline: Shopline is a commerce platform dominant in APAC with growing UK presence, offering integrated payments and B2B features — a regional competitor to GOb2b in international expansion scenarios.

Direct peers

• BigCommerce: BigCommerce is an open SaaS commerce platform with deep B2B features (price lists, customer groups, quote management) and a competing ERP-integration narrative aimed at distributors and manufacturers.
• Spryker: Spryker is a composable B2B commerce platform targeting complex enterprise trade use cases (configurable products, custom pricing, multi-warehouse) overlapping with GOb2b's enterprise trade customer base.
• Adobe Commerce (Magento): Adobe Commerce is the established enterprise-grade B2B/C ecommerce platform built on Magento, competing for the upper end of GOb2b's distributor and manufacturer customer set.
• Sana Commerce: Sana Commerce is purpose-built B2B ecommerce that embeds deeply inside ERP systems (Dynamics, SAP, Salesforce), directly mirroring GOb2b's ERP-native, no-middleware go-to-market positioning.
• OroCommerce: OroCommerce is a B2B-first commerce platform offering native ERP connectors, customer-specific pricing, and quote-to-order workflows — closely overlapping with GOb2b's trade-focused feature set.
• Kibo Commerce: Kibo is a unified B2B/B2C commerce platform with ERP-driven OMS capabilities, competing with GOb2b for distributor and manufacturer digital storefront deals.
• Shopify (Shopify Plus / B2B): Shopify Plus is the dominant SMB ecommerce platform with an explicitly marketed B2B edition, directly competing for trade-wholesaler storefronts in the same SME/mid-market segment GOb2b serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/aspidistraltd
• Facebookfacebook.com/aspidistrasoftware
• LinkedInlinkedin.com/company/aspidistra-software-limited

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Aspidistra Shopfront