Wetail
Wetail is a Stockholm-based SaaS provider offering a hosted WooCommerce e-commerce platform with proprietary page builder, shipping tool, and integration middleware, serving Swedish SMBs and mid-market brands across subscription, plugin, and professional service tiers.
- Company typePrivate
- Founded2015
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Wetail does
Wetail is a Stockholm-based e-commerce platform provider that operates a managed SaaS layer on top of WooCommerce and WordPress. The company packages proprietary hosting (VPS per customer, CDN, SSL, automated backups), a drag-and-drop Wetail Page Builder, a set of premium responsive themes, and a cloud-based integration middleware called Wetail Middle Layer (iPaaS) into three subscription tiers (Startup at 395 SEK/month, Medium at 695 SEK/month, Large at 1,295 SEK/month). It also sells standalone products including Wetail Shipping (a pay-per-label carrier management tool) and a portfolio of integration plugins for Swedish business systems (Fortnox, Visma/Spiris, E-conomic, Specter, Sitoo), payment rails (Swish via Northmill, Klarna, Stripe, PayPal), and logistics providers (PostNord, Bring, DB Schenker, DHL, nShift).
Wetail monetizes through four primary streams: recurring SaaS subscriptions, recurring integration plugin licenses, usage-based shipping revenue, and professional services. The service arm spans Wetail Agency (new builds from 50,000 kr), Wetail Pro (custom development from 200,000 kr), strategic advisory workshops (from 20,000 SEK), and hourly development at 1,250–1,350 SEK/hour. The company serves a hybrid customer base: SMBs self-signing up via a 30-day free trial with no credit card, mid-market merchants expanding cross-border (Nordic Knots, The Every), and enterprise brands requiring bespoke builds (Certan, Livsenergi, Rocket Padel, CAKE, Svenska Brasserier).
The platform targets primarily the Swedish market but supports internationalization through WordPress Multisite, multi-language, multi-currency, and localized integrations. Notable customers span health, publishing, sports, home goods, hair care, mobility, and hospitality verticals. Wetail is privately held as Wetail AB (Swedish aktiebolag, Org.nr 559124-3588), appears to be founder/owner-operated with no disclosed external funding, and operates with a lean team of 1–10 employees based in Stockholm.
Wetail firmographics
Firmographics- Name
- Wetail
- Legal name
- Wetail AB
- Website
- https://wetail.io
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wetail is a Stockholm-based SaaS provider offering a hosted WooCommerce e-commerce platform with proprietary page builder, shipping tool, and integration middleware, serving Swedish SMBs and mid-market brands across subscription, plugin, and professional service tiers.
- Ownership category
- akta.pro rank
Where Wetail is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Wetail business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS E-commerce Platform Subscription: Wetail charges recurring monthly/quarterly/annual subscriptions for its managed WooCommerce platform. Three tiers: Startup (395 kr/month), Medium (695 kr/month), Large (1,295 kr/month). No binding period; pre-paid and non-refundable for unused periods. All tiers include hosting, themes, page builder, integrations platform, and support.
- Plugin/Integration Licenses: Premium plugins for accounting integrations (Fortnox, Visma, Spiris, E-conomic, Specter), shipping, POS, and CRM are sold as recurring add-on subscriptions. Pricing varies: Fortnox at 295 kr/month, Sitoo at 995 kr/month, Kustom Fortnox/Spiris auto-conting at 195 kr/month. Some plugins are free (Swish, PostNord, Bring, DB Schenker, DHL).
- Wetail Shipping (Pay-per-Label): Wetail Shipping operates on a pay-per-use model. Pay-as-you-go at 2 kr/label with no fixed fees. Volume packages: 500 labels/month for 400 kr/month (~0.80 kr/label) and 1,000 labels/month for 675 kr/month (<0.68 kr/label). No subscription, no minimum debititing.
- Professional Services (Agency & Pro): Custom e-commerce design, development, and ongoing retainers. Agency tier starts at 50,000 kr for new builds; Pro tier from 200,000 kr. Work outside agreed scope billed at 1,250 SEK/hour for SaaS services and 1,350 SEK/hour for integration/plugin services. Includes dedicated project managers, senior developers, and sprint-based agile delivery.
- Consulting & Strategic Advisory: Wetail offers strategic e-commerce advisory services including workshops, reports, and ongoing consulting. Workshops with reports start from 20,000 SEK. Platform-agnostic consulting for e-commerce growth strategy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Startup - 395 kr/month: for new e-commerce merchants with up to 10,000 visits/month or up to 500 products |
| Subscription | Monthly | Medium - 695 kr/month: for growing e-commerce merchants with up to 25,000 visits/month or up to 2,000 products |
| Subscription | Monthly | Large - 1,295 kr/month: for established e-commerce merchants with up to 50,000 visits/month or up to 10,000 products |
| Subscription | Monthly | Fortnox for WooCommerce - 295 kr/month (subscription plugin) |
| Usage-based | Pay-as-you-go | Wetail Shipping Pay-as-you-go - 2 kr/label (no subscription) |
| Unit Pricing | Monthly | Wetail Shipping 500/month - 400 kr/month (0.80 kr/label) |
| Unit Pricing | Monthly | Wetail Shipping 1,000/month - 675 kr/month (<0.68 kr/label) |
| Subscription | Monthly | WooCommerce Sitoo Integration - 995 kr/month |
| Other | Multi-year contract | Strategic Advisory Workshop - from 20,000 SEK |
| One time/ perpetual license | Multi-year contract | Wetail Agency - from 50,000 kr (new build) |
| One time/ perpetual license | Multi-year contract | Wetail Pro - from 200,000 kr (custom development) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Wetail product offering
Product offeringCore offering
Wetail provides a fully managed WooCommerce-based e-commerce SaaS platform that combines proprietary hosting, a drag-and-drop page builder, a one-page checkout, pre-built themes, and a broad integration plugin ecosystem (accounting, shipping, POS, CRM, payment). Above the self-serve tiers it offers Wetail Agency and Wetail Pro custom development services, plus standalone tools such as Wetail Shipping (pay-per-label) and Wetail Middle Layer (iPaaS) for complex multi-system integrations.
Product overview
Wetail is a Swedish e-commerce platform provider offering a comprehensive portfolio of products and services built on WooCommerce. The core offering is the Wetail Webshop SaaS platform with three pricing tiers (Startup at 395 SEK/month, Medium at 695 SEK/month, and Large at 1,295 SEK/month) providing ready-to-use e-commerce stores with hosting, themes, and support. Above this, Wetail offers professional services including Wetail Agency (full-service builds from 50,000 SEK) and Wetail Pro (high-performance custom builds from 200,000 SEK). The product suite includes value-added modules like Wetail Page Builder (drag-and-drop editor), premium E-commerce Themes (Olle, Alice, Supernova, Maxine, Frans, Frankie), Page Templates, Multi-language/Multi-currency, and B2B Wholesale capabilities. A significant offering is Wetail Shipping - a stand-alone shipping management solution with pay-as-you-go pricing. Wetail also provides an ecosystem of integration plugins (Fortnox, Spiris, Sitoo, Swish, payment gateways, logistics carriers) and the Wetail Middle Layer (iPaaS) for complex data flow management. Supporting services include web design, web development, strategic consulting, and migration assistance.
Differentiator
Problem solved
Functional benefit
Brands
- Wetail Shipping: A standalone shipping solution that connects e-commerce to carriers without subscription fees.
- Wetail Middle Layer
- Wetail Page Builder
Products and services
- Wetail Webshop SaaS Platform Fully managed WooCommerce-based e-commerce SaaS platform for SMB merchants, including proprietary VPS hosting, CDN, SSL, automated backups, Wetail Page Builder, Wetail Checkout 2.0, pre-built responsive themes and integration ecosystem, sold via three subscription tiers (Startup 395 kr/month, Medium 695 kr/month, Large 1,295 kr/month) with 0% transaction fees.
Quantifiable outcome
- Wetail's free trial converts merchants to paid plans with 0% transaction fees, removing a key barrier to adoption.
- +3 more outcomes
Companies that use Wetail
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Wetail technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration63 records
Feature5 records
Wetail partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- FortnoxcoreWetail offers a premium plugin (Fortnox for WooCommerce, 295 kr/month) that automatically syncs orders, customers, inventory, and invoices between WooCommerce and Fortnox accounting software. Over 400 customers use this integration. Wetail is listed on Fortnox's official integration marketplace. Additional add-ons include Kustom Fortnox auto-conting (195 kr/month) and Fortnox Multi-license.
- Spiris (Visma)coreWetail provides Spiris for WooCommerce (premium plugin) automating accounting between WooCommerce and Spiris eEkonomi. Hundreds of customers use the integration. Features include automatic order sync, invoice creation, inventory management, and multi-currency support. Pro version allows Spiris to control WooCommerce inventory. Also supports Kustom Spiris auto-conting (195 kr/month). Works for Sweden, Norway, and the Netherlands.
- SitoocoreWetail offers WooCommerce Sitoo integration (995 kr/month) enabling real-time inventory sync between WooCommerce and Sitoo POS. Supports omnichannel with Click & Collect, Store 2 Door, and transparent e-commerce reporting in Sitoo admin. Works with connected accounting systems including Fortnox, Visma, E-conomic, and Specter. Requires technician setup.
- Northmill Bank (Swish)coreWetail partners with Northmill Bank to offer Swish Handel for WooCommerce at the lowest transaction price in Sweden (1.95 kr per transaction). Wetail acts as the technical provider (no server certificate needed for merchants). The free plugin is distributed via wordpress.org. Merchants keep their existing bank.
- PostNord, Bring, DB Schenker, DHL, nShiftcoreWetail provides free integrations to all major Swedish logistics providers: PostNord, Bring, DB Schenker, and DHL for WooCommerce. Wetail Shipping integrates these carriers (and more) for label printing, track & trace, customs docs, and returns. nShift integration enables customs documentation and carrier rate shopping. Integration to Ongoing WMS also available.
- Klaviyo, Mailchimp, Metrilo, RulecoreWetail provides integrations to major CRM and marketing automation platforms: Klaviyo (SMS and email automation), Mailchimp (newsletter), Metrilo (marketing automation with customer analytics), and Rule (SMS and email marketing). These integrations enable automated customer communication, segmentation, and retention campaigns.
- Stripe, PayPal, Klarna, Mondido, Nets, Google Pay, Apple PaycoreWetail's platform comes pre-integrated with all major payment providers: Stripe (card), PayPal, Klarna (installments), Mondido, Nets Easy, Google Pay, Apple Pay. The platform's checkout is optimized to work with these providers, reducing integration effort for merchants.
- WordPress / WooCommerce (Automattic)coreWetail is built on WooCommerce, the world's largest e-commerce platform, and WordPress. The company is an official WooCommerce specialist in Sweden, with a proprietary SaaS layer on top. Wetail contributes to the ecosystem via free and premium plugins on wordpress.org and the official WooCommerce marketplace.
- Google (Analytics, Tag Manager, Ads, Merchant Center)coreWetail integrates with Google's full stack: Google Analytics for traffic analysis, Google Tag Manager for tag management, Google Ads for conversion tracking, Google Merchant Center for product feeds, and Google Display Network for advertising. All Wetail shops have ready product feeds for Google Shopping.
- Facebook / Instagram (Meta)coreWetail integrates with Facebook and Instagram for ad tracking, product feeds, and social commerce. Shops can run Facebook/Instagram ad campaigns with conversion tracking, and product feeds sync to Facebook Catalog for Dynamic Ads. Meta's pixel and conversion tracking are built into all Wetail shops.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Wetail competitors and assessment
Company assessmentDirect peers
- Nexcess: Nexcess is a managed hosting provider with dedicated WooCommerce and WordPress plans offering optimized stack, auto-scaling, and built-in performance tooling. It directly competes with Wetail's managed WooCommerce hosting and SaaS wrapper model for SMB and mid-market merchants.
- Cloudways: Cloudways is a managed cloud hosting platform with one-click WooCommerce deployments, server-level caching, and stack choices across AWS, GCP, and DigitalOcean. It competes with Wetail for WooCommerce merchants seeking managed infrastructure with hosting-level value adds.
- SiteGround: SiteGround is a large managed hosting provider with strong WooCommerce/WordPress focus, proprietary caching (SG Optimizer), and SMB pricing tiers. Comparable to Wetail in target segment and managed WooCommerce positioning.
- WP Engine: WP Engine is a leading managed WordPress hosting platform serving SMB and enterprise customers with proprietary infrastructure, premium themes (StudioPress), and developer tools. It overlaps directly with Wetail's managed hosting and premium themes business for WooCommerce stores.
- Kinsta: Kinsta is a premium managed WordPress hosting platform powered by Google Cloud, serving SMB through enterprise with auto-scaling, edge caching, and developer tooling. Comparable to Wetail in offering managed WP/WooCommerce infrastructure with proprietary performance tooling.
- Pressable: Pressable is a managed WordPress and WooCommerce hosting provider owned by Automattic, offering optimized stack, Jetpack integration, and SMB-friendly plans. It is a direct competitor in the managed WooCommerce hosting category that Wetail targets.
Broad incumbents
- BigCommerce: BigCommerce is an established SaaS e-commerce platform targeting mid-market and enterprise with headless commerce APIs and multi-channel selling. It is a broad competitor to Wetail for growing merchants comparing SaaS commerce platforms versus WooCommerce-based stacks.
- Shopify: Shopify is the dominant global hosted e-commerce platform offering an all-in-one SaaS commerce suite for SMB through enterprise. It competes broadly with Wetail as an alternative e-commerce foundation, particularly for merchants who do not require WooCommerce flexibility.
Regional players
- Avensia: Avensia is a Swedish digital commerce consultancy and product company specializing in e-commerce platforms, PIM, and search for enterprise retailers. It is comparable as a Nordic-region specialist serving large enterprise commerce projects that overlap with Wetail's Agency/Pro tier customers.
- Voyado: Voyado is a Swedish e-commerce marketing, CRM, and loyalty platform widely used by Nordic retailers and brands. It is a regional player operating in the same Swedish e-commerce ecosystem as Wetail, often co-deployed via integrations like those Wetail offers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Wetail social profiles
Digital presenceWetail financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wetail leadership team
Management profileNumber of profiles
Profiles1 record
Wetail funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wetail 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 Wetail
What does Wetail do?
Wetail provides a fully managed WooCommerce-based e-commerce SaaS platform that combines proprietary hosting, a drag-and-drop page builder, a one-page checkout, pre-built themes, and a broad integration plugin ecosystem (accounting, shipping, POS, CRM, payment). Above the self-serve tiers it offers Wetail Agency and Wetail Pro custom development services, plus standalone tools such as Wetail Shipping (pay-per-label) and Wetail Middle Layer (iPaaS) for complex multi-system integrations.
Is Wetail a public or private company?
Wetail is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wetail founded?
Wetail was founded in 2015. It employs 1 to 10 people.
Where is Wetail based?
Wetail is headquartered in Stockholm, Sweden, in the Europe region.
How does Wetail make money?
Five revenue lines are on record. SaaS E-commerce Platform Subscription is the primary driver. The others are plugin/Integration Licenses, wetail Shipping (Pay-per-Label), professional Services (Agency & Pro) and consulting & Strategic Advisory.
Who are Wetail's main competitors?
Direct peers on record are Nexcess, Cloudways, SiteGround, WP Engine, Kinsta and Pressable. Broad incumbents are BigCommerce and Shopify. Regional players are Avensia and Voyado.
Does Wetail have an API?
Yes. Wetail Shipping offers an open API for connecting external systems or e-commerce platforms to the shipping service. The API is described as 'coming soon' with public availability planned in the future. Currently, access to the API requires contacting Wetail sales team for access. The API enables custom integrations, system connections, and custom shipping flows.