SONOFF
SONOFF is a Shenzhen-based smart home automation brand offering multi-protocol IoT devices (Wi-Fi, Zigbee, Matter, Thread) under the eWeLink app platform, serving global DIY consumers via direct e-commerce and providing ODM B2B partnerships and education through CoolKit eWeLink.
- Company typePrivate
- Founded-
- HeadquartersShenzhen, China
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What SONOFF does
SONOFF is a Shenzhen-headquartered smart home automation brand founded in 2016, operating within the broader CoolKit eWeLink ecosystem. The company designs and sells a broad portfolio of multi-protocol IoT devices — DIY smart switches, smart wall switches, central control panels (NSPanel Pro), gateways/hubs (iHost, Bridge Max, ZBDongle), environmental and security sensors, smart plugs, water valves, and security cameras — supporting Wi-Fi, Zigbee 3.0, Matter, Thread, and eWeLink RF protocols. The eWeLink mobile app and cloud platform provide unified device control, scene automation, energy monitoring dashboards, and voice integration with Amazon Alexa, Google Home, Apple HomeKit, and Samsung SmartThings, with local control options via the iHost hub. The 24GHz mmWave presence sensor (SNZB-06P24) and Matter bridge (Bridge Max) demonstrate continued investment in advanced sensing and cross-ecosystem interoperability, and the company publishes detailed DIY-mode HTTP APIs and Home Assistant integration documentation.
SONOFF operates a direct-to-consumer model through its official e-commerce storefront (sonoff.tech) with global shipping across the Americas, Europe, Asia-Pacific, the Middle East, Africa, and South America, plus regional pricing in USD, EUR, and GBP. Products span mass-market price points (~$9.90 basic smart plugs to ~$134.90 advanced control panels), with affiliate and influencer programs, a wholesale distributor network, and the SONOFF Academy e-learning platform supporting the consumer funnel. A secondary B2B revenue stream operates through an ODM partnership program delivered via CoolKit eWeLink, offering brands, distributors, and regional smart home companies three collaboration tiers (software-only, redesign/customization, full new product development) with hardware delivery, embedded software, cloud services (public, private, white-label), and app customization.
Primary customers are DIY smart home consumers — individual homeowners and renters seeking affordable, plug-and-play automation without professional installation — followed by property managers and installers deploying SONOFF devices across apartments, villas, B&Bs, and rental units. The company positions itself on open-protocol support (Zigbee, Matter, Thread, Home Assistant, Zigbee2MQTT) and competitive pricing as alternatives to closed ecosystems from Apple, Google, Amazon, and incumbent smart home brands. Ownership and financial details are not publicly disclosed; the company appears to be privately held with no identified institutional investors or parent company, and has ~40 employees based in Shenzhen.
SONOFF firmographics
Firmographics- Name
- SONOFF
- Legal name
- SONOFF
- Website
- https://sonoff.tech
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SONOFF is a Shenzhen-based smart home automation brand offering multi-protocol IoT devices (Wi-Fi, Zigbee, Matter, Thread) under the eWeLink app platform, serving global DIY consumers via direct e-commerce and providing ODM B2B partnerships and education through CoolKit eWeLink.
- Ownership category
- akta.pro rank
SONOFF industry classification
Industry- Product category
- Smart Home Automation Devices
- NAICS
- Wiring Device Manufacturing (33593), Current-Carrying Wiring Device Manufacturing (335931), Small Electrical Appliance Manufacturing (335210)
- SIC
- Computer Communications Equipment (3576), Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Smart Home Hubs & Home Gateways (IoT Edge) (HDAFAIAL)
- akta.pro secondary industries
- Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges) (HSAPAQAG), Smart Home Hubs, Controllers & Voice Assistants (HSAPAQAA), Smart Networking & Connectivity (Mesh Wi‑Fi, Routers, Bridges) Retail (CRACAGAH), Home Security & Access Control (Cameras, Alarms, Smart Locks) (HSAPAQAB), Smart Home Hubs & Controllers Retail (CRACAGAA), Smart Home, IoT & Home Security Distribution (CRAOACAF)
Keywords
Where SONOFF is headquartered
LocationHeadquarters
- HQ city
- Shenzhen
- HQ country
- China
- HQ region
- Asia
Offices1 record
Markets served
SONOFF business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Smart Home Hardware Sales: SONOFF's primary revenue stream comes from selling smart home devices including DIY switches, smart plugs, sensors, cameras, and accessories. Products are sold directly through their e-commerce platform and through distribution partners globally. The hardware features multiple protocols (Wi-Fi, Zigbee, Matter) and is priced at mass-market to mid-market price points ranging from approximately $10 to $130+.
- ODM Partnership Services: B2B revenue through Original Design Manufacturing partnerships with brands, distributors, and regional smart home companies. Services include hardware design/delivery, embedded software, cloud services, and mobile app customization through CoolKit eWeLink. Three collaboration models exist from software-only to full new product development.
- Software and Cloud Services: Cloud platform services, app services, and software customization for B2B partners including public cloud, private cloud, and white-label app options. Part of the broader eWeLink IoT solution ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mass-market smart home devices at accessible price points |
| Subscription | One-time | Email newsletter subscription with first-order discount |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
SONOFF product offering
Product offeringCore offering
SONOFF designs, manufactures, and sells a broad portfolio of DIY smart home IoT devices—including smart switches, smart plugs, wall switches, sensors, water valves, security cameras, and gateways—that operate across Wi-Fi, Zigbee 3.0, Matter, Thread, and eWeLink RF protocols. All devices are unified and managed through the proprietary eWeLink cloud platform and mobile app, with integrations for Alexa, Google Home, Apple Home, SmartThings, and Home Assistant. The company also offers an ODM partnership program providing hardware design, embedded software, cloud services, and white-label app customization for B2B clients.
Product overview
SONOFF is a comprehensive smart home ecosystem offering IoT devices across multiple protocols (WiFi, Zigbee 3.0, Matter, Thread, eWeLink RF) for home automation. The portfolio centers on the eWeLink app platform providing unified device control, voice assistant integration (Alexa, Google Home, Apple Home), and scene automation. Core products include DIY smart switches (MINI Extreme, ZBMINI Extreme, BASIC, DUALR3, POW series), smart wall switches (NSPanel Pro, SwitchMan, TX Ultimate), and gateways/hubs (iHost, Bridge Max, ZBDongle dongles). Environmental sensing includes AirGuard branded temperature/humidity/CO2 sensors, motion/presence sensors (including 24GHz mmWave radar), door/window sensors, and water leak detectors. Smart plugs (iPlug S60/S40, S31) and water valves (Hydro series) enable energy monitoring and irrigation control. The Fusion Series provides modular smart switch solutions with aesthetic wall switch frames. Enterprise offerings include SONOFF Academy training platform and ODM partnership for custom hardware development.
Differentiator
Problem solved
Functional benefit
Brands
- eWeLink: Smart home app platform for controlling SONOFF devices
- SONOFF Academy
- iHost
- AirGuard
- SenseGuard
- SwitchMan
- Bridge Max
- Fusion Series
Products and services
- MINI Extreme Wi-Fi Smart Switch (MINIR4)
Quantifiable outcome
- Products integrate seamlessly with Home Assistant within minutes according to customer reviews
- +1 more outcomes
Companies that use SONOFF
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
SONOFF technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability2 records
Feature6 records
SONOFF partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- CoolKit eWeLinkcoreCoolKit eWeLink is the software and cloud services arm of the SONOFF ecosystem. They provide IoT solution services from embedded software to mobile app and cloud platform options including public cloud, private cloud, and white-label app services. CoolKit is the entity behind the eWeLink platform that powers SONOFF devices.
- Home AssistantcoreSONOFF devices are designed for deep integration with Home Assistant, the popular open-source home automation platform. The Help Center includes comprehensive guides for integrating SONOFF cameras, Zigbee devices, and Matter devices with Home Assistant. ZHA and Zigbee2MQTT integration methods are documented.
- Amazon AlexacoreSONOFF devices work with Amazon Alexa for voice control. The Help Center provides setup guides for Alexa integration with SONOFF Matter devices and cloud integration for non-Matter devices.
- Google HomecoreSONOFF devices integrate with Google Home for voice control and smart home control. Setup guides are available for both Matter and cloud-based Google Home integration.
- Apple HomeKitcoreSONOFF Matter-enabled devices are compatible with Apple HomeKit. Setup guides are available for integrating SONOFF devices with Apple Home through the eWeLink app.
- Samsung SmartThingscoreSONOFF Matter devices integrate with Samsung SmartThings. Setup guides are provided for connecting SONOFF devices to the SmartThings ecosystem.
- Zigbee2MQTTcoreSONOFF Zigbee devices are compatible with Zigbee2MQTT, an open-source Zigbee gateway software. Documentation includes firmware upgrade guides for SONOFF Zigbee devices using Zigbee2MQTT.
Scale indicators3 records
Recent moves2 records
Expansion highlights6 records
SONOFF competitors and assessment
Company assessmentBroad incumbents
- Leviton: Leviton is a broad incumbent in residential electrical devices including Decora Smart switches, dimmers, and plugs with Wi-Fi, Z-Wave, Matter, and HomeKit support. Leviton competes for the same smart wall switch and outlet retrofit use case as SONOFF's SwitchMan and Fusion Series, with stronger North American installer channel penetration.
- Lutron Electronics: Lutron is a broad incumbent in residential lighting controls with the Caseta and RA product lines. While positioned at a premium price point, Lutron competes for the same smart lighting and switch retrofit use cases as SONOFF's SwitchMan, NSPanel, and TX Ultimate lines, with established installer channel relationships.
- Signify (Philips Hue): Signify's Philips Hue is a broad incumbent in smart lighting, now extending into bridges, cameras, and security sensors. Hue's Hue Bridge and Matter support overlap with SONOFF's iHost and Bridge Max, and the brand competes in the same premium-adjacent smart home segment.
- Xiaomi (Mijia): Xiaomi's Mijia/Aqara ecosystem offers an extensive range of Wi-Fi and Zigbee smart home devices at aggressive price points with deep HomeKit and Google Home integration. It is a broad incumbent competitor with massive scale and manufacturing leverage, particularly across Asia-Pacific markets where SONOFF also competes.
- Tuya Smart: Tuya is a broad IoT platform-as-a-service provider that powers hundreds of white-label smart home brands and competes with SONOFF's eWeLink cloud offering. While Tuya is a B2B platform rather than a direct consumer brand, it is a critical ecosystem competitor as it enables rapid white-label market entry by competing brands.
Direct peers
- SwitchBot: SwitchBot is a direct peer in DIY-friendly smart home retrofit products including smart button pushers, curtain openers, locks, and sensors. Both brands emphasize easy DIY installation without rewiring, multi-protocol support, and broad smart home platform compatibility at consumer-friendly price points.
- Aqara: Aqara is a direct competitor offering Zigbee and Matter-based smart home sensors, hubs, switches, and cameras targeting the same DIY/prosumer smart home consumer. Both brands compete on protocol breadth, Home Assistant integration, and mid-market pricing, with Aqara running a similar ODM/platform business through parent Lumi United Technology.
- Meross: Meross is a direct competitor in smart plugs, smart switches, smart bulbs, and garage door openers with strong Amazon, Google, Apple HomeKit, and SmartThings integration. Both brands target mass-market consumers with affordable, multi-protocol smart home devices sold primarily through DTC e-commerce and Amazon.
- Broadlink: Broadlink is a direct peer offering Wi-Fi and Zigbee smart home hubs, plugs, sensors, and universal remotes, with a comparable B2B platform offering (Broadlink DNA Kit). Both brands share a China-based origin and global DTC distribution strategy targeting the affordable DIY smart home segment.
- Shelly: Shelly is a direct peer in the DIY smart switch and relay module category, offering Wi-Fi, Zigbee, and Matter variants of miniature behind-switch modules (Shelly 1, Shelly Plus, Shelly Wave). Both brands target the same prosumer installer and Home Assistant user base with overlapping product portfolios.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
SONOFF social profiles
Digital presenceSONOFF compliance and trust
Trust signalCompliance2 records
SONOFF financial estimates
Financial estimateRevenue estimate
Valuation estimate
SONOFF leadership team
Management profileNumber of profiles
Profiles3 records
SONOFF funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SONOFF 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 SONOFF
What does SONOFF do?
SONOFF designs, manufactures, and sells a broad portfolio of DIY smart home IoT devices—including smart switches, smart plugs, wall switches, sensors, water valves, security cameras, and gateways—that operate across Wi-Fi, Zigbee 3.0, Matter, Thread, and eWeLink RF protocols. All devices are unified and managed through the proprietary eWeLink cloud platform and mobile app, with integrations for Alexa, Google Home, Apple Home, SmartThings, and Home Assistant. The company also offers an ODM partnership program providing hardware design, embedded software, cloud services, and white-label app customization for B2B clients.
Is SONOFF a public or private company?
SONOFF is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SONOFF founded?
SONOFF was founded in -1. It employs 11 to 50 people.
Where is SONOFF based?
SONOFF is headquartered in Shenzhen, China, in the Asia region.
How does SONOFF make money?
Three revenue lines are on record. Smart Home Hardware Sales are the primary driver. The others are ODM Partnership Services and software and Cloud Services.
Who are SONOFF's main competitors?
Broad incumbents on record are Leviton, Lutron Electronics, Signify (Philips Hue), Xiaomi (Mijia) and Tuya Smart. Direct peers are SwitchBot, Aqara, Meross, Broadlink and Shelly.
Does SONOFF have an API?
Yes. SONOFF offers HTTP REST APIs for DIY mode devices. The BASICR3/RFR3/MINIR2 API (device type: diy_plug) supports ON/OFF switching, power-on state configuration, WiFi signal strength queries, inching/single-channel pulse mode, WiFi SSID/password setting, OTA firmware unlocking and flashing, and device info retrieval. The B02-BL/B05-BL API (device type: diy_light) supports ON/OFF switching, dimmable light control including color temperature, RGB/RGBCW modes, and preset scenes (bright, sleep, read, night, party, leisure, soft, vivid). APIs are accessible via local HTTP POST requests to device IP and port. NSPanel Pro API, iHost API, DIY MODE API Protocol, D1 API, MINIR3 API, and SPM-Main HTTP API are also documented.
What industry is SONOFF in?
SONOFF's product category is Smart Home Automation Devices. Its primary akta.pro industry code is HDAFAIAL, Smart Home Hubs & Home Gateways (IoT Edge), with a secondary code of HSAPAQAG, Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges). Its NAICS code is 33593 and its SIC code is 3576.