Oro CRM
Oro CRM, operating as Oro, Inc., provides an open-source B2B commerce and CRM platform unifying eCommerce, CRM, marketplace, and payments for manufacturers, distributors, and wholesalers across verticals including HVAC, FMCG, and industrial.
- Company typePrivate
- Founded2012
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Oro CRM does
Oro CRM operates as Oro, Inc., a private US-headquartered (Los Angeles) software company founded in 2012 that provides an open-source B2B commerce and CRM platform under the brands OroCommerce and OroCRM. Its product portfolio unifies eCommerce, CRM, marketplace operations (OroMarketplace), payments (OroPay), dealer portals, and B2B2X commerce in a single system built on modular, headless architecture with native multi-org, multi-language, and multi-currency support. Technical differentiators include a 360-degree account view, a visual process/workflow builder, open APIs and pre-built connectors into Salesforce and Microsoft Dynamics, customer self-service portals, and an AI-powered natural language assistant that queries account data across the unified dataset.
The company serves manufacturers, distributors, and wholesalers across verticals including FMCG, HVAC, chemical, automotive and auto parts, industrial and MRO products, medical supplies, electrical distribution, construction, and electronics wholesale. Named enterprise customers include Lactalis, DiversiTech, PartBase, GVL, Petra, MTH Retail Group, and Gala, with DiversiTech publicly stating it replaced Salesforce CRM to consolidate commerce and customer management on Oro.
Oro generates revenue through enterprise subscription and licensing (quote-based, annual cadence), professional services for implementation and training, and a partner ecosystem of certified solution integrators, consulting partners, and technology partners that deliver and extend the platform. Distribution combines direct enterprise sales, channel partners, cloud marketplace listings (AWS, Azure, Google Cloud), and product-led self-service assets including demos, an ROI calculator, and an RFP template. The company holds PCI DSS and SOC 2 Type II certifications and was recognized in the 2025 Gartner Magic Quadrant for Digital Commerce.
Oro CRM firmographics
Firmographics- Name
- Oro CRM
- Legal name
- Oro, Inc.
- Website
- https://orocrm.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Oro CRM, operating as Oro, Inc., provides an open-source B2B commerce and CRM platform unifying eCommerce, CRM, marketplace, and payments for manufacturers, distributors, and wholesalers across verticals including HVAC, FMCG, and industrial.
- Ownership category
- akta.pro rank
Oro CRM industry classification
Industry- Product category
- B2B eCommerce Platform
- NAICS
- Software Publishers (513210), Computer Systems Design Services (541512)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Customer Success & Account Management CRM (HDAEAFAD)
- akta.pro secondary industries
- Sales Force Automation (SFA) CRM (HDAEAFAA), Industry-Specific CRM (Vertical CRM Suites) (HDAEAFAH)
Keywords
Where Oro CRM is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Oro CRM business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription / Licensing: Open-source platform with commercial licensing for enterprise deployments. Revenue from software licenses, subscriptions, and support contracts. Enterprise buyers pay for additional features, support, and deployment services.
- Professional Services: Implementation, consulting, and training services delivered through certified partner network and direct Oro professional services.
- Partner Ecosystem: Revenue generated through solution partners, consulting partners, and technology partners who implement and extend the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with full feature access |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
Oro CRM product offering
Product offeringCore offering
Oro CRM is the CRM offering within Oro, Inc.'s unified open-source B2B commerce platform that combines eCommerce, CRM, marketplace operations, and payments in a single integrated system. It provides B2B-specific CRM tools for sales enablement, account management, pipeline tracking, and customer relationship workflows, alongside commerce-native capabilities such as dealer portals, B2B2X sales models, and self-service customer portals for orders, invoices, and shipments. The platform is built on modular and headless architecture with open APIs, targeting manufacturers, distributors, and wholesalers that need to consolidate fragmented CRM, commerce, and ERP tools.
Product overview
OroCommerce is a unified B2B commerce platform that combines eCommerce, CRM, and marketplace operations into a single integrated system. The product portfolio includes OroCommerce (core unified B2B eCommerce platform), OroCRM (specialized B2B CRM tools), OroMarketplace (marketplace operations), OroPay (B2B payments), B2B2X eCommerce (complex sales models), and B2B Dealer Portal (dealer management). These products are designed to work together as an integrated suite, allowing sales, customer management, and commerce workflows to run side by side with every interaction, order, and account tracked in one unified system.
Differentiator
Problem solved
Functional benefit
Products and services
- OroCommerce A unified B2B commerce platform combining eCommerce, CRM, marketplace operations, and payments for manufacturers, distributors, and wholesalers. It provides 360° account view, visual workflow automation, open APIs, multi-org/multi-language/multi-currency support, and ERP integrations.
- OroCRM Specialized B2B CRM tools embedded within OroCommerce, providing sales enablement, account management, pipeline tracking, and customer relationship features for B2B sellers such as manufacturers, distributors, and wholesalers.
- OroMarketplace Marketplace operations solution for streamlining B2B marketplace management and efficient B2B transactions, offered as an add-on to OroCommerce.
- OroPay Unified B2B payments solution for managing orders, invoices, and payments in one place, offered as an add-on module to OroCommerce.
- B2B2X eCommerce An eCommerce solution for bringing complex sales models online, enabling B2B2X business models such as manufacturer-to-distributor-to-dealer-to-buyer scenarios for manufacturers and distributors.
- B2B Dealer Portal Portal solution for dealers providing a better way to buy and sell within the B2B distribution network, used by manufacturers and distributors to enable self-service for dealers.
Quantifiable outcome
- Eliminated extra licensing costs (replaced Salesforce CRM with unified OroCommerce)
- +2 more outcomes
Companies that use Oro CRM
Customer profileNamed customers7 records
Segments11 records
Ideal customer profiles2 records
Oro CRM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature6 records
Oro CRM partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- SalesforcecoreCRM integration partner. OroCommerce connects with Salesforce using open APIs and pre-built connectors, allowing customers to keep their existing CRM while gaining unified commerce capabilities.
- Microsoft DynamicscoreCRM integration partner. OroCommerce supports integration with Microsoft Dynamics and any CRM platform through open APIs and connectors.
- Cloud Providers (AWS, Azure, Google Cloud)coreCloud partners providing SaaS deployment options through listings on trusted cloud marketplaces. Enables customers to deploy OroCommerce on their preferred cloud infrastructure.
- Solution PartnerscoreProfessional solution integrators certified to implement Oro products. These partners extend delivery capacity and provide specialized implementation services for enterprise customers.
- Consulting PartnersminorPartners providing professional advice and guidance on OroCommerce strategy, optimization, and business transformation.
Scale indicators3 records
Expansion highlights6 records
Oro CRM competitors and assessment
Company assessmentDirect peers
- BigCommerce: BigCommerce is a leading SaaS B2B and B2C eCommerce platform targeting manufacturers, distributors, and wholesalers with headless, multi-storefront, and B2B features that directly overlap with OroCommerce's core offering.
- Shopify Plus: Shopify Plus is Shopify's enterprise tier with B2B capabilities (Shopify B2B), serving manufacturers and wholesalers globally with an integrated commerce platform that competes head-on with OroCommerce.
- Sana Commerce: Sana Commerce is a B2B eCommerce platform tightly integrated with Microsoft Dynamics and SAP ERP, targeting manufacturers and distributors with self-service portals and complex pricing similar to OroCommerce's positioning.
- Optimizely (Episerver): Optimizely's B2B and B2C commerce platform serves manufacturers and distributors with deep CMS, PIM, and personalization capabilities, placing it in the same selection set as OroCommerce for mid-market and enterprise B2B buyers.
- Adobe Commerce (Magento): Adobe Commerce is the Magento-based enterprise B2B and B2C commerce platform with deep customization, ERP integrations, and a verticalized B2B feature set that parallels OroCommerce's enterprise offering.
- Shopware: Shopware is an open-source, modular commerce platform increasingly focused on B2B and headless scenarios in Europe, making it a comparable open-source B2B commerce peer to Oro's open-source architecture.
Emerging players
- commercetools: commercetools is a headless, API-first commerce platform that, while more B2C-rooted, increasingly targets B2B use cases with custom business models and overlaps with OroCommerce's headless architecture for distributors.
Broad incumbents
- Salesforce (Commerce Cloud & Sales Cloud): Salesforce is both an integration partner (open APIs) and a competitor; its Commerce Cloud plus Sales/Service CRM stack competes with Oro's unified commerce-plus-CRM offering, especially in mid-to-large enterprise B2B accounts.
- Microsoft Dynamics 365 (Commerce & CRM): Dynamics 365 is both an Oro integration partner and a competitor; its unified ERP, CRM, and (legacy) Commerce offering competes with Oro's unified B2B platform in accounts already standardized on the Microsoft stack.
- SAP Commerce Cloud: Formerly SAP Hybris, SAP Commerce Cloud is an enterprise B2B/B2C commerce suite widely deployed among large manufacturers and distributors, often competing against OroCommerce in enterprise RFPs.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks4 records
Key highlights7 records
Customer concentration
Oro CRM social profiles
Digital presenceOro CRM compliance and trust
Trust signalCompliance2 records
Oro CRM financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oro CRM leadership team
Management profileNumber of profiles
Oro CRM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oro CRM 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 Oro CRM
What does Oro CRM do?
Oro CRM is the CRM offering within Oro, Inc.'s unified open-source B2B commerce platform that combines eCommerce, CRM, marketplace operations, and payments in a single integrated system. It provides B2B-specific CRM tools for sales enablement, account management, pipeline tracking, and customer relationship workflows, alongside commerce-native capabilities such as dealer portals, B2B2X sales models, and self-service customer portals for orders, invoices, and shipments. The platform is built on modular and headless architecture with open APIs, targeting manufacturers, distributors, and wholesalers that need to consolidate fragmented CRM, commerce, and ERP tools.
Is Oro CRM a public or private company?
Oro CRM is a private company. It is classified as unknown and is currently operating.
When was Oro CRM founded?
Oro CRM was founded in 2012. It employs 51 to 100 people.
Where is Oro CRM based?
Oro CRM is headquartered in Los Angeles, United States, in the North America region.
How does Oro CRM make money?
Three revenue lines are on record. Subscription / Licensing is the primary driver. The others are professional Services and partner Ecosystem.
Who are Oro CRM's main competitors?
Direct peers on record are BigCommerce, Shopify Plus, Sana Commerce, Optimizely (Episerver), Adobe Commerce (Magento) and Shopware. commercetools is listed as an emerging player. Broad incumbents are Salesforce (Commerce Cloud & Sales Cloud), Microsoft Dynamics 365 (Commerce & CRM) and SAP Commerce Cloud.
Does Oro CRM have an API?
Yes. OroCommerce connects with Salesforce, Microsoft Dynamics, or any CRM using open APIs and connectors. The platform offers open APIs that enable integration with preferred CRM systems, allowing data to stay connected and up to date across systems.
What industry is Oro CRM in?
Oro CRM's product category is B2B eCommerce Platform. Its primary akta.pro industry code is HDAEAFAD, Customer Success & Account Management CRM, with a secondary code of HDAEAFAA, Sales Force Automation (SFA) CRM. Its NAICS code is 513210 and its SIC code is 7372.