Reflow
Reflow is a developer-focused SaaS platform that lets React and JavaScript builders embed authentication, subscription billing, and ecommerce into websites via libraries and APIs, serving SMBs and individual developers through a freemium self-serve model.
- Company typePrivate
- Founded-
- HeadquartersVarna, Bulgaria
- Headcount—
- GTM typeB2B
- OfferingSoftware
What Reflow does
Reflow is a developer-focused SaaS platform that provides embeddable authentication, subscription billing, and ecommerce functionality for websites. It is operated by Zine EOOD, a private company registered in Varna, Bulgaria, and serves software developers, designers, freelancers, and small businesses building React or vanilla JavaScript projects who need to add user sign-in, recurring billing, or online store capabilities without building these systems from scratch. The platform is adopted through a self-serve, product-led motion with no sales channel: users register on reflowhq.com, integrate libraries via code, and connect their own payment processor.
The technology is built around JavaScript-based libraries and APIs. Core components include Auth React (a useAuth React hook for sign-in state and subscription status), Cart React (a shopping cart component), Auth Next (server-side authentication for Next.js), Auth.js (browser-based authentication), and the HTML Toolkit (a lightweight library that converts HTML data-reflow attributes into ecommerce components without requiring a React build step). The platform supports multiple authentication providers (Google, Apple, Facebook, Twitter/X, email/password) and integrates with Stripe and PayPal for one-time payments plus Stripe and Paddle for subscription billing. A public JSON API and webhook system (order.created, user.created, products.changed, etc.) support deeper integrations, and shipping integrations with Shippo, Pirate Ship, and EasyPost enable order fulfillment. Reflow is GDPR- and CCPA-compliant as an EU-based data processor.
Reflow operates on a freemium-to-PRO subscription model. The free tier offers basic ecommerce with limited product counts, while the PRO tier unlocks subscription billing, digital products, email customization, webhooks, team collaboration (up to 5 users), custom SMTP, branded emails, and removal of Reflow branding. The company charges only a fixed PRO subscription price and does not levy transaction fees on top of the merchant's chosen payment processor — payments flow directly to the merchant's Stripe, PayPal, or Paddle account. No external funding, parent company, or executive team are disclosed in available sources, consistent with a bootstrapped, founder-led private operation.
Reflow firmographics
Firmographics- Name
- Reflow
- Legal name
- Zine EOOD
- Website
- https://reflowhq.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Reflow is a developer-focused SaaS platform that lets React and JavaScript builders embed authentication, subscription billing, and ecommerce into websites via libraries and APIs, serving SMBs and individual developers through a freemium self-serve model.
- Ownership category
- akta.pro rank
Reflow industry classification
Industry- Product category
- Developer SaaS Platform
- akta.pro primary industry
- Sales Enablement & Revenue Operations (RevOps) Tools & Services (BPAFAFAJ)
Keywords
Where Reflow is headquartered
LocationHeadquarters
- HQ city
- Varna
- HQ country
- Bulgaria
- HQ region
- Europe
Offices1 record
Markets served
Reflow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- Subscription Plans: Reflow offers free and PRO subscription plans. The PRO plan provides access to premium features including subscriptions functionality, digital products, email customization options, increased product limits, webhooks, team collaboration (up to 5 users), custom SMTP domain, brand logo in emails, and removal of Reflow branding. Users connect their own payment processor (Stripe, PayPal) and payments go directly to the merchant's account. Reflow charges only the fixed subscription price with zero additional fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free plan - Basic ecommerce with limited features |
| Subscription | Monthly | PRO plan - Full platform access with all features |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Reflow product offering
Product offeringCore offering
Reflow is a SaaS platform that lets designers and developers add user authentication, subscription billing, and ecommerce functionality to their websites through embeddable JavaScript libraries and a JSON API. Users connect their own Stripe, PayPal, or Paddle account so payments flow directly to the merchant, while Reflow charges a fixed monthly subscription with zero additional transaction fees.
Product overview
Reflow is a unified platform consisting of three core product lines: Reflow Auth (user authentication with multiple sign-in providers), Reflow Subscriptions (recurring billing integration with Stripe/Paddle), and Reflow Ecommerce (full online store capabilities including products, orders, cart, checkout, taxes, shipping, coupons, and gift cards). The platform is available as hosted JavaScript libraries including HTML Toolkit v2 (simple HTML integration), React libraries (Auth React, Cart React), Auth.js, and Auth Next for Next.js. Reflow also provides a public JSON API and webhook system for deeper integrations. All features are managed through a central dashboard with test/live mode separation.
Differentiator
Problem solved
Functional benefit
Brands
- Reflow Auth: Authentication library for React and vanilla JS projects enabling user sign-in without page redirects
- Reflow Subscriptions
- Reflow Ecommerce
- HTML Toolkit
- HTML Toolkit v2
- HTML Toolkit v1 (Deprecated)
Products and services
- Reflow Platform Unified hosted platform that lets designers and developers add authentication, subscriptions, and ecommerce functionality to their websites by connecting Stripe, PayPal, or Paddle for payment processing.
- Reflow Auth User authentication library that enables sign-in without page redirects, supports multiple providers (Google, Apple, Facebook, Twitter/X, email/password), and issues JWT tokens for both frontend and backend validation.
- Reflow Subscriptions Subscription management system integrated with Stripe or Paddle for recurring billing, supporting subscription plans with feature flags, usage limits, trial periods, plan modifications, and access restrictions.
- Reflow Ecommerce Full ecommerce platform for selling physical products, digital downloads, and gift cards, including product management with variants and categories, order fulfillment, shopping cart, checkout, taxes, shipping zones, and coupons.
- HTML Toolkit v2 JavaScript library that adds full ecommerce functionality to any website using simple HTML data-reflow attributes, providing product displays, shopping cart, and checkout without requiring React or a build step.
- Auth React React hook library (useAuth) that integrates Reflow authentication, subscription status, and user management into React applications.
- Auth Next Authentication library for Next.js applications that provides server methods for user authentication, subscription checking, and user management in server components and server actions using cookie-based session management.
- Auth.js JavaScript authentication library for browser-based applications, providing methods for user sign-in, sign-out, and authentication state management.
- Cart React React component library for embedding a shopping cart and checkout functionality into React applications, allowing users to add products to cart and complete payments.
- Reflow API Public JSON REST API for accessing ecommerce, subscriptions, and authentication data, covering products, orders, customers, subscriptions, and auth endpoints with Bearer token authentication and test mode support.
- Webhooks Real-time event notification system that sends HTTP POST requests to configured endpoints when orders, users, products, or categories change.
Quantifiable outcome
- Sign up and create a new project takes less than a minute
- +1 more outcomes
Companies that use Reflow
Customer profileSegments2 records
Ideal customer profiles2 records
Reflow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature7 records
Reflow partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- StripecoreStripe is the primary payment processor for Reflow. Users connect their Stripe account to process both one-time payments and subscription billing. Stripe handles payment authorization, processing, and for subscriptions (with Paddle as alternative). Reflow supports Stripe's various payment options including iDEAL, Klarna, Afterpay and others.
- PayPalcorePayPal is an alternative payment processor for one-time purchases (not subscriptions). Users connect their PayPal account to accept PayPal payments in their Reflow store. Sandbox testing is supported for development.
- PaddlecorePaddle is the alternative payment processor for subscription billing (Stripe is the other option). Paddle handles tax collection and compliance automatically. Supports digital goods and subscriptions only (not physical goods).
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Reflow competitors and assessment
Company assessmentDirect peers
- Memberstack: Memberstack provides member login, subscriptions, and gated content for websites built with Webflow, WordPress, and other no-code tools. It is the closest direct peer to Reflow because it bundles auth and subscription billing for non-traditional ecommerce websites, targeting the same indie developer / SMB persona.
- Outseta: Outseta offers an all-in-one stack of auth, subscriptions, CRM, and email for SaaS and membership businesses. Its bundled auth + subscriptions + commerce positioning directly mirrors Reflow's value proposition for small software teams.
- Snipcart: Snipcart is a developer-focused ecommerce add-on that turns any static site into an online store via JavaScript snippets. It overlaps heavily with Reflow Ecommerce and HTML Toolkit v2 in serving developers who want lightweight ecommerce without a full platform.
- Clerk: Clerk provides drop-in authentication and user management components for React and Next.js applications. It directly competes with Reflow Auth on the same developer audience and offers prebuilt React components with comparable UX.
Broad incumbents
- Stripe Billing: Stripe Billing is Stripe's native recurring billing and subscription management product. As Stripe continues to bundle billing, checkout, and tax into its core platform, it competes directly with Reflow Subscriptions while also being a partner.
- Auth0 (Okta): Auth0 is an enterprise-grade authentication platform supporting multiple identity providers, SSO, and extensive SDKs. It competes with Reflow Auth at the higher end of the developer market with far greater resources.
- Supabase: Supabase bundles a Postgres database, authentication, storage, and edge functions as an open-source Firebase alternative. Its built-in auth module and developer-first positioning overlap with Reflow Auth while expanding into a much broader platform.
- Firebase (Google): Firebase Authentication is part of Google's broader app development platform and provides identity, social sign-in, and JWT-based auth. It competes with Reflow Auth and is widely adopted by developers building web and mobile apps.
- Shopify (Buy Button / Hydrogen): Shopify's Buy Button SDK and Hydrogen framework let developers embed Shopify storefronts into external sites, directly competing with Reflow Ecommerce. Shopify dwarfs Reflow on catalog, fulfillment, and ecosystem breadth.
Emerging players
- Bold Commerce: Bold Commerce provides headless checkout, subscriptions, and ecommerce APIs for developers building custom storefronts. It targets a similar developer-first ecommerce use case as Reflow Ecommerce but with deeper customization and a heavier platform footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Reflow social profiles
Digital presenceReflow compliance and trust
Trust signalCompliance2 records
Reflow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reflow leadership team
Management profileNumber of profiles
Reflow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reflow 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 Reflow
What does Reflow do?
Reflow is a SaaS platform that lets designers and developers add user authentication, subscription billing, and ecommerce functionality to their websites through embeddable JavaScript libraries and a JSON API. Users connect their own Stripe, PayPal, or Paddle account so payments flow directly to the merchant, while Reflow charges a fixed monthly subscription with zero additional transaction fees.
Is Reflow a public or private company?
Reflow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Reflow founded?
Reflow was founded in -1.
Where is Reflow based?
Reflow is headquartered in Varna, Bulgaria, in the Europe region.
How does Reflow make money?
One revenue line is on record: subscription Plans.
Who are Reflow's main competitors?
Direct peers on record are Memberstack, Outseta, Snipcart and Clerk. Broad incumbents are Stripe Billing, Auth0 (Okta), Supabase, Firebase (Google) and Shopify (Buy Button / Hydrogen). Bold Commerce is listed as an emerging player.
Does Reflow have an API?
Yes. Reflow offers a public JSON API for accessing ecommerce, subscriptions, and auth data. The API supports products, orders, customers, subscriptions, and authentication endpoints. API requests use Bearer token authentication with API keys. Test mode is available via test-api.reflowhq.com subdomain. Webhooks are supported for real-time event notifications (order.created, order.updated, user.created, user.updated, user.deleted, products.changed, categories.changed). SDKs available include React libraries (Auth React, Cart React), Auth.js, and Auth Next for Next.js server components. Developer documentation is at reflowhq.com/docs/api.
What industry is Reflow in?
Reflow's product category is Developer SaaS Platform. Its primary akta.pro industry code is BPAFAFAJ, Sales Enablement & Revenue Operations (RevOps) Tools & Services.