SONOFF

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.

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

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

• Smart home devices
• IoT automation
• Smart switches
• Home automation
• Wireless sensors

Headquarters

HQ city

Shenzhen

HQ country

China

HQ region

Asia

Offices1 record

Markets served

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

1. 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+.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability2 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core.

• CoolKit eWeLinkcoreTechnology or IntegrationCoolKit 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 AssistantcoreTechnology or IntegrationSONOFF 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 AlexacoreTechnology or IntegrationSONOFF 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 HomecoreTechnology or IntegrationSONOFF 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 HomeKitcoreTechnology or IntegrationSONOFF Matter-enabled devices are compatible with Apple HomeKit. Setup guides are available for integrating SONOFF devices with Apple Home through the eWeLink app.
• Samsung SmartThingscoreTechnology or IntegrationSONOFF Matter devices integrate with Samsung SmartThings. Setup guides are provided for connecting SONOFF devices to the SmartThings ecosystem.
• Zigbee2MQTTcoreTechnology or IntegrationSONOFF 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

Broad 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

• Xx.com/SONOFF_Tech
• YouTubeyoutube.com/@sonofftech
• Facebookfacebook.com/SONOFF.Tech
• LinkedInlinkedin.com/company/sonoffsmarthome
• Instagraminstagram.com/sonoff_tech

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 SONOFF