Sono IT

What Sono IT does

Sono IT d.o.o. is a privately held Croatian software company founded in 2008 and headquartered in Zagreb, specializing in mobile and SaaS-based sales force automation for FMCG companies, distributors, and field sales teams. Its core product is the Route Master SFA platform, available on Android and iOS, which combines AI-powered route optimization, computer-vision shelf analysis, traditional trade order and CRM workflows, modern trade planogram and out-of-stock monitoring, transportation management (TMS) with proof of delivery, and an asset monitoring module into a single suite. The platform is deployed across 120+ customer companies and 7,000+ end users in 15+ Central and Eastern European markets including Croatia, Bosnia and Herzegovina, Serbia, Slovenia, Montenegro, Romania, Bulgaria, North Macedonia, Poland, Czech Republic, Slovakia, and Hungary; named enterprise customers include Podravka, Atlantic Grupa, Konzum, Jamnica, Vindija, Pik, Badel, Franck, Violeta, Orbico, Roto, Alca, Stanić, and Pan.

The company operates a sales-led, direct go-to-market model with primary demand generation through "Request a Demo" CTAs and a regional field-sales presence. Pricing is a per-active-user monthly SaaS subscription with implementation cycles typically running 1-3 months depending on ERP integration complexity. Sono IT has been bootstrapped and privately held since founding, reports 20 years of profitable operations, and currently has between 11 and 50 employees with an active careers page. No external funding rounds, M&A, parent company, patents, certifications, or public revenue figures are disclosed; ownership commentary indicates a founder-operated business.

Technology architecture centers on mobile (Android/iOS) and web SaaS applications with database and browser interfaces, integration with customers' ERP/master systems (no public API or SDK is documented), and applied AI capabilities for route planning and shelf-image analysis. The platform is positioned as a purpose-built, regionally tailored alternative to generic global SFA tools, with deep localization for CEE-language FMCG operations.

Name

Sono IT

Legal name

Sono IT d.o.o.

Website

https://sonoit.eu

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Sono IT is a Croatian SaaS company that builds the Route Master SFA platform — mobile and web field sales automation with AI route optimization, computer vision shelf analysis, and delivery management — serving FMCG companies, distributors, and manufacturers across 15+ Central and Eastern European markets.

Ownership category

akta.pro rank

Product category

Sales Force Automation Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Sales Force Automation (SFA) CRM (HDAEAFAA)

Keywords

• Sales force automation
• FMCG field sales software
• Route optimization platform
• Mobile SFA solutions
• Retail shelf analytics

Headquarters

HQ city

Zagreb

HQ country

Croatia

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. SaaS Subscription (Per Active User): Payment is made based on the number of active users in the billing period of one month. The company operates as a SaaS provider offering mobile and web applications, online databases, browser interfaces, and documentation. Implementation services are included as part of onboarding (1-3 months).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Sono IT develops and sells Route Master SFA, a SaaS-based Sales Force Automation platform for FMCG companies, distributors, and field sales teams. The platform provides mobile and web applications featuring AI-powered route optimization, digital order processing, delivery management (TMS/PoD), CRM, and computer vision shelf analysis. It serves 120+ companies with 7,000+ end users across 15+ countries in Central and Eastern Europe, with per-active-user monthly subscription pricing.

Product overview

Sono IT offers Route Master, a unified SaaS-based Sales Force Automation (SFA) platform for FMCG companies. The platform is positioned as a complete solution combining mobile and web applications for field sales automation. The core Route Master SFA Platform is complemented by specialized modules: Business Efficiency (AI-powered route optimization and visit planning), Modern Trade (retail assortment and category monitoring), Traditional Trade (customer history and order management), Delivery Management (TMS and Proof of Delivery with dynamic routing), Advanced Features (AI computer vision shelf analysis), and Asset Monitoring (central equipment registry). The platform serves 120+ companies with 7,000+ end users across 15+ markets in Central and Eastern Europe.

Differentiator

Problem solved

Functional benefit

Brands

• Route Master: SFA (Sales Force Automation) platform for FMCG companies providing route optimization, digital sales, and field team management.

Products and services

• Route Master SFA Platform Unified Sales Force Automation (SFA) SaaS platform for FMCG companies, field sales teams, and distributors. Combines mobile and web applications providing route optimization, order processing, customer management, task management, real-time KPI tracking, and team management. Available on Android and iOS devices, with per-active-user monthly subscription pricing.

Quantifiable outcome

• Reduced driving time and fuel costs through AI route optimization
• +4 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature7 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• SAP: ERP incumbent widely deployed among large CEE FMCG manufacturers, offering direct store delivery, route accounting and transportation management modules. Overlaps Sono IT's SFA and TMS/PoD scope and is often the core system Route Master must integrate with.
• Salesforce (Consumer Goods Cloud): Global CRM incumbent whose Consumer Goods Cloud delivers retail execution, visit planning, order capture and Einstein-based shelf vision for FMCG field teams. Represents the suite-bundling threat to best-of-breed regional SFA vendors like Sono IT.

Direct peers

• StayinFront: Long-established provider of SFA, retail execution and image-recognition shelf analytics for CPG field teams across Europe and globally. Matches Sono IT's product scope module for module but with far greater scale and multinational reach.
• Pepperi: Mobile B2B sales and retail execution platform for consumer goods brands and distributors, with route planning, in-store audits and van sales on iOS/Android. Competes directly for the same FMCG field-sales automation budget on a per-user subscription model.
• Repsly: Retail execution and field-team management SaaS for CPG brands covering visits, orders, photo-based merchandising audits and KPI dashboards. Croatian-rooted and functionally near-identical to Route Master's SFA and modern-trade modules, targeting the same FMCG field sales buyer.
• Ivy Mobility: Consumer goods cloud offering route-to-market SFA, direct store delivery, van sales and AI shelf recognition for FMCG manufacturers and distributors. Directly comparable product architecture, including delivery/TMS and proof-of-delivery capability.

Emerging players

• Trax Retail: Computer-vision retail execution company whose shelf image recognition measures share of shelf, planogram compliance and out-of-stocks for CPG brands. Directly comparable to Sono IT's AI shelf-analysis module and a benchmark for how quickly that capability is commoditising.

Regional players

• Asseco Business Solutions (Mobile Touch): Polish enterprise software group whose Mobile Touch product is a leading SFA/field-force platform for FMCG and pharma across Central Europe. Competes in the same CEE geographies Sono IT is expanding into, with far deeper local sales and ERP integration resources.
• eLeader: Poland-based vendor of Mobile Visit / SFA software with route planning, merchandising and shelf image recognition for FMCG field teams. A direct functional analogue serving the same CEE distributor and consumer-goods customer profile.
• Comarch: Large Polish software house whose Mobile Sales Force product automates field sales, merchandising and delivery for FMCG clients across CEE. Overlaps Sono IT's core offering but as one line within a broad ERP, loyalty and telecom portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sono-it-d.o.o.

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 Sono IT