eWeLink
eWeLink is an IoT smart home platform from Shenzhen CoolKit that lets consumers control and automate Matter, Wi-Fi, Zigbee, and Bluetooth devices via a single app, while providing 2,000+ device manufacturers with turnkey connectivity, cloud, and Works-with-Alexa/Matter certification services.
- Company typePrivate
- Founded2015
- HeadquartersShenzhen, China
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What eWeLink does
eWeLink is an IoT cloud platform operated by Shenzhen CoolKit Technology CO.,LTD (founded 2015) that provides a unified control layer for smart home devices across Matter, Wi-Fi, Zigbee, and Bluetooth protocols. The platform serves two customer segments concurrently: end consumers (homeowners pairing and automating devices through the iOS/Android eWeLink App, web portal, and now CarPlay/Android Auto/Apple Watch surfaces) and smart home device manufacturers (2,000+ brands) seeking turnkey connectivity, cloud, and Works-with-Alexa / Matter certification services. Core products include the eWeLink App, eWeLink CUBE (a free self-hosted Zigbee-to-Matter bridge running on commodity hardware), eWeLink Web 3.0, and eWeLink CAST (tablet dashboards); an open API and an MCP Server for AI-agent integration are available to developers. The platform integrates with Apple Home, Google Home, Amazon Alexa, Samsung SmartThings, Home Assistant, and Homey, claims 30+ million users across 172+ countries, and operates at >98% proactive state update accuracy with sub-600ms latency to Alexa.
Revenue is generated across three streams: (1) hardware sales through the SONOFF brand (CoolKit-owned smart plugs, switches, cameras, sensors); (2) consumer subscription tiers (Camera Plan, Advanced Plan, Prime Plan); and (3) B2B platform licensing and certification services for device manufacturers. Distribution is overwhelmingly self-serve and product-led, leveraging app stores, direct downloads, GitHub, and ecosystem partner marketplaces; the company is privately held with no disclosed external funding.
eWeLink firmographics
Firmographics- Name
- eWeLink
- Legal name
- Shenzhen CoolKit Technology CO.,LTD
- Website
- https://ewelink.cc
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- eWeLink is an IoT smart home platform from Shenzhen CoolKit that lets consumers control and automate Matter, Wi-Fi, Zigbee, and Bluetooth devices via a single app, while providing 2,000+ device manufacturers with turnkey connectivity, cloud, and Works-with-Alexa/Matter certification services.
- Ownership category
- akta.pro rank
eWeLink industry classification
Industry- Product category
- IoT Smart Home Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Computer Communications Equipment (3576)
- akta.pro primary industry
- Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges) (HSAPAQAG)
- akta.pro secondary industries
- Smart Home Hubs, Controllers & Voice Assistants (HSAPAQAA), Voice Assistant & Smart Home Hub Setup (Alexa/Google/HomeKit) (HSAHADAF)
Keywords
Where eWeLink is headquartered
LocationHeadquarters
- HQ city
- Shenzhen
- HQ country
- China
- HQ region
- Asia
Offices1 record
Markets served
eWeLink business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations, Supply Chain
Revenue model
- Camera Plan Subscription: Subscription service for SONOFF camera users providing cloud video recording, event detection, and 30-day storage. Plans available as monthly or annual subscription with free trial period.
- Advanced Plan (Prime): Subscription plan unlocking exclusive features including eWeLink CAST, eWeLink Web advanced features, and pilot features. Accessed through vip.ewelink.cc.
- Platform Services for Manufacturers: Turnkey IoT solutions provided to device manufacturers including hardware design, embedded software, cloud infrastructure, and multi-platform control. Revenue generated through platform licensing and support services.
- eWeLink CUBE Add-ons: Free core platform with premium add-ons available through Docker installation. Some add-ons may be paid features extending functionality.
- Hardware Device Sales: Revenue from sale of SONOFF smart home devices (plugs, switches, cameras, sensors) that are compatible with and drive eWeLink platform usage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Camera Plan - Monthly |
| Subscription | Annual | Camera Plan - Annual |
| Freemium | Pay-as-you-go | Camera Plan - Free Trial |
| Subscription | Monthly | Advanced Plan (Prime) |
| Freemium | Pay-as-you-go | eWeLink CUBE |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
eWeLink product offering
Product offeringCore offering
eWeLink is an IoT smart home cloud platform that provides a unified mobile app, web interface, and self-hosted hub software (eWeLink CUBE) for pairing, controlling, and automating smart devices across Matter, Wi-Fi, Zigbee, and Bluetooth protocols. The platform serves end consumers directly through the app and offers turnkey IoT solutions (hardware design, embedded software, cloud infrastructure, multi-platform certification) to more than 2,000 smart home device manufacturers. Revenue is generated through consumer subscriptions (Camera Plan, Advanced/Prime), OEM platform licensing to manufacturers, and premium add-ons for the CUBE ecosystem.
Product overview
eWeLink is a comprehensive IoT smart home platform providing turnkey solutions for device manufacturers and end users. The platform architecture consists of a unified mobile app ecosystem (eWeLink App, Camera Plan, Apple Watch, Android Auto, CarPlay integrations), local hub software (eWeLink CUBE for Zigbee-to-Matter bridging), web access (eWeLink Web 3.0), and tablet control (eWeLink CAST dashboards). Supported wireless protocols include Matter, Wi-Fi, Zigbee, and Bluetooth. The platform integrates with major voice assistants (Amazon Alexa, Google Home, Apple Siri) and smart home ecosystems (SmartThings, Home Assistant, Homey, Philips Hue, IFTTT, Olisto). Subscription tiers (Camera Plan, Advanced Plan, Prime Plan) provide cloud video storage, premium features, and extended limits. An open API and MCP Server enable developer integration and AI-powered natural language control.
Differentiator
Problem solved
Functional benefit
Brands
- eWeLink CUBE: A free self-hosted local software system that bridges eWeLink Wi-Fi and multi-brand Zigbee devices into the Matter network for Apple Home, SmartThings, Google Home, Alexa, and Home Assistant.
- eWeLink CAST
- eWeLink Web 3.0
Products and services
- eWeLink App Main mobile application for iOS and Android that serves as the primary interface for pairing, setting, and managing all eWeLink-supported smart home devices. Supports device control, scene creation, automation, and integration with Alexa, Google Home, SmartThings, Apple Home, Home Assistant, and other third-party platforms. Targeted at end consumers and small business users.
- eWeLink CUBE Free self-hosted local software system that bridges eWeLink Wi-Fi and multi-brand Zigbee devices into the Matter network for Apple Home, SmartThings, Google Home, Alexa, and Home Assistant. Converts existing hardware (Raspberry Pi, old computers, NAS devices, mini-PCs, Intel NUCs) into Zigbee-to-Matter smart home hubs, with an open HTTP-based API for third-party integration. Targeted at DIY smart home users and developers.
- eWeLink Web 3.0 Web-based smart home management platform accessible via browser from anywhere. Features modern interface, floor plan visualization, device grouping, QR code login, and support for 100+ device types. Targeted at end consumers who prefer browser-based control.
- eWeLink CAST Dashboard application that transforms tablets into wall-mounted smart home control panels. Users create multiple CAST dashboards to display devices and scenes with PIN lock protection and drag-and-drop organization. Targeted at consumers and small offices seeking dedicated touch-screen control surfaces.
- eWeLink API Open REST/HTTP-based API platform enabling developers to create, build, integrate, and deploy custom smart home control solutions. Provides access to device management and control functionality across the eWeLink ecosystem. Targeted at third-party developers and device manufacturer integrators.
- eWeLink Camera APP
Quantifiable outcome
- 30+ million users globally
- +5 more outcomes
Companies that use eWeLink
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
eWeLink technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability3 records
Feature8 records
eWeLink partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- HomeycoreFormal partnership making eWeLink an official 'Works with Homey' certified partner. Enables European users to add, manage, and control eWeLink-compatible devices (plugs, switches, lights, sensors) through the eWeLink app for Homey, with integration via Homey's Flow automation capabilities.
- Amazon AlexacoreDeep collaboration with Amazon Alexa team since 2015. eWeLink helps 2,000+ device manufacturers obtain Works with Alexa certification. Achieves >98% proactive state update accuracy and <600ms state reporting to Alexa.
- Apple (HomeKit/Matter)coreFeatured as Matter partner at Apple WWDC 2022. eWeLink devices integrate with Apple Home ecosystem through Matter bridge functionality in eWeLink CUBE.
- Google HomecoreFeatured as Google's solution partner at Google I/O 2022 and 2023. Supports Matter standard for Google Home integration. Offers Google Home Device Sync feature in eWeLink app.
- Home AssistantcoreOfficial Home Assistant add-on allows sync of eWeLink devices to Home Assistant. Supports LAN control, real-time status synchronization, and DIY mode devices.
- Samsung SmartThingscoreIntegration allowing eWeLink devices to be controlled through SmartThings app. Users can add eWeLink devices via SmartThings by searching eWeLink brand.
- Connectivity Standards Alliance (CSA)coreMember of Connectivity Standards Alliance driving Matter standard. Matter devices showcased at CSA Matter launch event.
- SONOFFcoreSONOFF is the hardware brand of CoolKit Technologies (eWeLink's parent). Products include smart plugs, switches, cameras, sensors. Devices powered by eWeLink CUBE include SONOFF iHost and NSPanel Pro.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
eWeLink competitors and assessment
Company assessmentDirect peers
- Home Assistant: Open-source smart home platform with deep local control philosophy. eWeLink has an official Home Assistant add-on, but it is also a competitor for users choosing between local self-hosted control versus eWeLink's hybrid cloud/local model.
- Aqara: Aqara offers a smart home platform with Zigbee hubs, Matter bridge support, and broad ecosystem integration (Apple Home, Alexa, Google Home). Highly comparable to eWeLink as a competing hub-and-cloud platform for both consumers and manufacturers.
- Shelly: Shelly provides Wi-Fi/Zigbee smart relays, sensors, and a hub with local control and Matter support. Direct competitor in the smart switch/relay category and increasingly in hub software — both target DIY and installer markets.
- Homey (Athom): Homey is a smart home hub platform with multi-protocol support and a Flow automation engine. Recently formalized as eWeLink's 'Works with Homey' certified partner; competes in the European hub market.
- Tuya Smart: Tuya is a leading global IoT cloud platform that provides turnkey smart home solutions to thousands of device manufacturers — the most direct competitor to eWeLink's OEM-embedded B2B motion, with comparable manufacturer-by-manufacturer licensing and multi-protocol support.
- Hubitat: Hubitat sells local-processing smart home hubs with broad device compatibility and automation engines. Comparable to eWeLink CUBE as a privacy-focused alternative for power users seeking local control.
Emerging players
- SwitchBot: SwitchBot offers retrofit smart home devices with Matter support and a growing hub ecosystem. Adjacent competitor in the affordable, easy-to-deploy smart home segment.
Broad incumbents
- SmartThings (Samsung): Samsung's SmartThings is a broad-incumbent smart home platform integrated across Samsung devices and a partner of eWeLink. Competes for the same end-user control surface and Matter hub role but with massive brand and OEM reach.
- Philips Hue (Signify): Philips Hue is a major smart lighting platform with its own hub and Matter support. eWeLink has a Philips Hue integration partnership, but Hue is also a broad incumbent competing for premium smart home dollars.
- Xiaomi Mi Home: Xiaomi's Mi Home platform offers a vertically integrated smart home ecosystem with broad device portfolio. Broad incumbent competing in the same end-user and protocol interoperability space, particularly in Asia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
eWeLink social profiles
Digital presenceeWeLink compliance and trust
Trust signalCompliance1 record
eWeLink financial estimates
Financial estimateRevenue estimate
Valuation estimate
eWeLink leadership team
Management profileNumber of profiles
Profiles1 record
eWeLink funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
eWeLink 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 eWeLink
What does eWeLink do?
eWeLink is an IoT smart home cloud platform that provides a unified mobile app, web interface, and self-hosted hub software (eWeLink CUBE) for pairing, controlling, and automating smart devices across Matter, Wi-Fi, Zigbee, and Bluetooth protocols. The platform serves end consumers directly through the app and offers turnkey IoT solutions (hardware design, embedded software, cloud infrastructure, multi-platform certification) to more than 2,000 smart home device manufacturers. Revenue is generated through consumer subscriptions (Camera Plan, Advanced/Prime), OEM platform licensing to manufacturers, and premium add-ons for the CUBE ecosystem.
Is eWeLink a public or private company?
eWeLink is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was eWeLink founded?
eWeLink was founded in 2015. It employs 11 to 50 people.
Where is eWeLink based?
eWeLink is headquartered in Shenzhen, China, in the Asia region.
How does eWeLink make money?
Five revenue lines are on record. Camera Plan Subscription is the primary driver. The others are advanced Plan (Prime), platform Services for Manufacturers, eWeLink CUBE Add-ons and hardware Device Sales.
Who are eWeLink's main competitors?
Direct peers on record are Home Assistant, Aqara, Shelly, Homey (Athom), Tuya Smart and Hubitat. SwitchBot is listed as an emerging player. Broad incumbents are SmartThings (Samsung), Philips Hue (Signify) and Xiaomi Mi Home.
Does eWeLink have an API?
Yes. eWeLink offers open APIs allowing developers to create, build, integrate, and deploy their own smart home control center. The eWeLink CUBE provides a set of open APIs based on HTTP protocol that enables third-party devices and systems to communicate and integrate with eWeLink CUBE within the local network. These APIs support querying device lists, getting device status, managing and controlling devices, registering new devices, and providing hardware function mapping for gateway devices. Developers can build add-ons based on these APIs to expand system capabilities. Developer documentation is at coolkit-technologies.github.io/eWeLink-API/#/en/PlatformOverview.
What industry is eWeLink in?
eWeLink's product category is IoT Smart Home Platform. Its primary akta.pro industry code is HSAPAQAG, Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges), with a secondary code of HSAPAQAA, Smart Home Hubs, Controllers & Voice Assistants. Its NAICS code is 518 and its SIC code is 3576.