What Cartum.io does

Cartum.io is a SaaS e-commerce platform operated by LLC HOROSHOP, a Ukrainian limited liability company headquartered in Kyiv. The platform enables small and medium businesses, entrepreneurs, and individual sellers to create and manage online stores without technical expertise, positioning launch as achievable in five days through a four-step flow (order store, choose design, import products, launch). The product combines website building, hosting, catalog management, checkout, order processing, built-in SEO tooling (microdata, sitemaps, human-readable URLs), analytics integration, multi-currency and multi-language support, and a library of more than 100 design templates. Specialized modules extend the platform into B2B wholesale (buyer groups, tiered pricing), digital product sales (downloadable content), and store migration from OpenCart and WooCommerce. Integration coverage is broad: Stripe and PayPal for payments, Google Analytics/Ads/Merchant Center and Facebook Pixel for marketing analytics, Zapier for no-code automation, Nova Poshta and other couriers for delivery, and Intercom for customer communication. Infrastructure is hosted at OVHcloud in Roubaix, France.

The business model is product-led growth, anchored on a 7-day free trial of all features with zero setup fees. The primary revenue stream is monthly recurring subscription, supplemented by a one-time €150 extended design customization service and ancillary paid services such as migration assistance and setup support. A partner referral program (via First Promoter) pays €27–€357 per acquired customer, and managed-services partnerships (notably with Marketing Link) provide upsell pathways into Google Ads and Facebook/Instagram advertising management.

The platform reports 12,000+ customers, 5 million monthly visitors on customer websites, and 1 million monthly orders generated, with a 4.6/5 rating across 924 reviews. Cartum serves merchants in 12 country-specific localized markets — Ukraine, Moldova, Romania, Italy, Croatia, Bulgaria, Lithuania, Greece, Slovenia, Poland, Kazakhstan — plus an English-language international version. Operation from Ukraine amid regional conflict and a headcount of only 8 employees underscores an exceptionally capital-efficient, automated operating model.

Name

Cartum.io

Legal name

LLC "HOROSHOP"

Website

https://cartum.io

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Cartum.io is a SaaS e-commerce platform operated by Ukraine-based LLC HOROSHOP, enabling SMBs and entrepreneurs across 12 European and Central Asian markets to launch and run online stores in five days via self-serve templates, built-in SEO, multi-currency support, and managed subscription billing.

Ownership category

akta.pro rank

Headquarters

HQ city

Kyiv

HQ country

Ukraine

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Monthly subscription fees for access to the Cartum platform and online store management. Access is provided for one month periods with automatic renewal if sufficient funds are available.
2. Extended Design Service: Custom design customization service where designers combine parts of different ready-made templates, change color schemes, block styles, and customize design to meet specific requirements. Service cost is 150 EUR.
3. Additional Services: Additional paid services including migration assistance, setup support, and other ancillary services as specified in the Terms of Use.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Cartum.io is an all-in-one SaaS e-commerce platform that enables entrepreneurs and SMBs to launch and operate ready-made online stores within five days. The product combines website building, product catalog management, checkout, SEO, analytics, multi-currency/multi-language storefronts, B2B wholesale pricing, and digital product delivery in a single hosted subscription, supplemented by migration services from OpenCart and WooCommerce and an optional extended design customization service.

Product overview

Cartum.io is an all-in-one e-commerce platform for creating and running online stores. The core platform provides website building, product catalog management, checkout, and order processing capabilities. The product portfolio includes the core Cartum Platform as the primary offering, supplemented by specialized modules: B2B for wholesale sales management, SEO tools for search optimization, Digital Products (E-products) for selling digital content, Migration services for transitioning from OpenCart and WooCommerce, and a Design Gallery offering over 100 pre-made templates with customization options. The platform also integrates with third-party services for marketing, analytics, payments, and delivery through its API and Zapier integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Cartum Platform Core SaaS platform that provides SMBs and individual entrepreneurs everything needed to launch and run an online store, including website templates, product catalog, checkout, SEO tooling, analytics, multi-currency/multi-language storefronts, B2B wholesale features, and integrated payment processing.
• Migration Services Standalone service that migrates a merchant's existing online store, including products, design, and data, from OpenCart or WooCommerce onto the Cartum platform.
• Extended Design Customization Service One-time professional service in which Cartum's designers combine parts of different ready-made templates, change color schemes and block styles, and tailor the visual design of a customer's store to specific requirements, priced at 150 EUR.

Quantifiable outcome

• 12,000+ customers trust the platform
• +3 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature11 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Marketing LinkcoreGTM or Marketing PartnerFull-cycle marketing agency providing Google Ads management services (€650-€1,250/monthly) and Facebook/Instagram Ads management for Cartum merchants. Specializes in dynamic retargeting, Catalog Sales, and Meta Ads management. Handles campaigns in multiple European languages and markets since 2017.
• ZapiercoreTechnology or IntegrationIntegration with Zapier provides easy data exchange with 5000+ cloud applications, enabling automation between Cartum and various external services.
• First PromoterminorGTM or Marketing PartnerAffiliate program platform used for referral and partner marketing, enabling partners to earn commissions for referring new customers.
• OVHcloudcoreOthersData center infrastructure provider located in Roubaix, France (2 Rue Kellermann, 59100) where Cartum stores and processes customer data.
• Google AnalyticscoreTechnology or IntegrationAnalytics integration installed and configured by default when launching a website. Also includes Google Tag Manager, Google Ads, and Google Looker Studio integration.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WooCommerce: Open-source e-commerce plugin for WordPress powering millions of SMB stores — and the platform Cartum explicitly migrates customers away from. Closest open-source analogue to Cartum's hosted proposition.
• Tilda: Block-based website and landing page builder founded in the CIS region with strong localization across Eastern European languages. Highly comparable on geography, target SMB segment, and template-driven product.
• InSales: Russian-origin SaaS e-commerce platform targeting SMBs across CIS and emerging markets. Directly comparable product scope (storefront, CRM, SEO, integrations) and regional customer overlap.
• Shopify: Global leader in SaaS e-commerce platform for SMBs and enterprises. Directly comparable product (storefront, checkout, multi-currency, SEO tools) and target market; Cartum competes at a regional, lower-ARPU tier.
• Ecwid (Lightspeed eCommerce): SMB-focused SaaS e-commerce widget that can be added to any site. Comparable feature set (multi-currency, SEO, templates, integrations) and shared SMB merchant target.
• BigCommerce: SaaS e-commerce platform for SMB and mid-market merchants with multi-currency, multi-storefront, SEO and B2B features — a closely comparable product/service model.
• OpenCart: Open-source e-commerce platform and primary migration source for Cartum. Highly comparable on catalog/storefront feature surface and target SMB merchant.
• Shopline: Asia-origin SaaS e-commerce platform focused on SMB and cross-border merchants. Comparable on multi-currency, multi-language, B2B features, and SMB-led GTM motion.

Broad incumbents

• Wix: Generalist website builder with a built-in e-commerce vertical. Overlaps with Cartum on SMB store creation, templates, SEO, and checkout, but operates at much broader scope and scale.
• Squarespace: Design-led website builder with e-commerce capabilities. Comparable SMB focus and template-driven onboarding, but positioned upmarket in Western markets where Cartum does not operate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cartum-io

Compliance1 record

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 Cartum.io