Noughts & Ones
Noughts & Ones is a Bristol-based Shopify ecommerce consultancy founded in 2018 that helps UK SMB brands select vetted agency partners through curated shortlists and offers Fractional Ecommerce Director consulting on a monthly or project basis.
- Company typePrivate
- Founded2018
- HeadquartersBristol, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Noughts & Ones does
Noughts & Ones Ltd is a Bristol-based, founder-operated Shopify ecommerce consultancy founded in 2018-2019 by Tom Locke, a former Shopify agency operator with a decade of agency-side experience. The company addresses two related problems for Shopify brands: (1) selecting the right agency partner from a crowded landscape of similar-looking providers, and (2) obtaining senior ecommerce leadership without hiring a full-time executive. Its primary offering is a free discovery session followed by a curated shortlist of two to three vetted agency partners drawn from a personally maintained roster, with revenue earned via standardized referral fees from the partner agency when an introduction converts. A paid Facilitated Search tier bundles brief definition, pitch attendance, and decision support under a fixed fee, with a 30-day post-partnership check-in.
For brands needing more hands-on support, Noughts & Ones offers Fractional Ecommerce Director consulting on a monthly, project, or ad-hoc basis, covering strategy and roadmapping, agency and partner management, audits and reporting, tech stack optimization, and ongoing advisory. The underlying technology is not a proprietary platform but rather a curated matchmaking methodology combined with deep Shopify ecosystem expertise; there is no mobile app, API, SDK, patents, or proprietary software. The go-to-market is sales-led and relationship-driven, relying on a content marketing blog for top-of-funnel SEO, the founder's personal network for referrals, and free discovery calls as the primary conversion mechanism. Customers are predominantly UK SMBs and startups, with named logos including Marin Bikes, Urban Bar, Candle Shack, and Brewgooder. The business is bootstrapped, privately held by the founder, and operates with 1-5 employees from a single Bristol office at 15-16 Brunswick Square.
Noughts & Ones firmographics
Firmographics- Name
- Noughts & Ones
- Legal name
- Noughts & Ones Ltd
- Website
- https://noughtsandones.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Noughts & Ones is a Bristol-based Shopify ecommerce consultancy founded in 2018 that helps UK SMB brands select vetted agency partners through curated shortlists and offers Fractional Ecommerce Director consulting on a monthly or project basis.
- Ownership category
- akta.pro rank
Where Noughts & Ones is headquartered
LocationHeadquarters
- HQ city
- Bristol
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Noughts & Ones business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Agency Referral Fees: When brands engage with introduced agency partners, Noughts & Ones earns standard referral fees from those agency partners. All agencies operate on the same terms, ensuring recommendations are based on genuine fit rather than fee structures.
- Fractional Ecommerce Director Consulting: Fixed-fee consultancy engagements providing senior-level ecommerce strategy, agency management, audits, and ongoing advisory services to Shopify brands. Monthly, project, or ad-hoc engagement options available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Facilitated Agency Search - Fixed Fee |
| Subscription | Monthly | Fractional Ecommerce Director - Flexible Engagement |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Noughts & Ones product offering
Product offeringCore offering
Noughts & Ones is a Shopify-focused ecommerce consultancy that helps brands find suitable Shopify agency partners through a structured discovery and curated shortlisting process, alongside a paid Facilitated Search option and Fractional Ecommerce Director consulting for brands needing hands-on strategic support. The company is operated by founder Tom Locke, leveraging a decade of prior Shopify agency experience to deliver vendor shortlisting, strategy, agency management, and tech stack advisory services.
Product overview
Noughts & Ones is a Shopify-focused consultancy offering two core service tiers: an agency shortlisting and matching service (free discovery + curated recommendations of 2-3 vetted agency partners), and a paid facilitated search option that includes brief definition, pitch attendance, and decision support with a 30-day check-in. For brands needing more hands-on support, they offer Fractional Ecommerce Director consulting covering strategy and roadmapping, agency/partner management, audits and reporting, tech stack optimisation, and ongoing advisory. The company is led by Tom Locke, a former Shopify agency operator with a decade of experience.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Eliminates months of research by providing curated 2-3 agency shortlist instead of hundreds of options
- +1 more outcomes
Companies that use Noughts & Ones
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Noughts & Ones technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Noughts & Ones partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Vetted Agency Roster (Multiple Partners)coreNoughts & Ones maintains a curated roster of vetted Shopify agencies known personally by founder Tom Locke. Partners are selected based on strengths, specialisms, culture, and working style. When brands are matched with partners, Noughts & Ones earns standard referral fees. All agencies are on the same fee terms to ensure unbiased recommendations based on genuine fit.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Noughts & Ones competitors and assessment
Company assessmentDirect peers
- Eastside Co: Bristol-headquartered Shopify Plus agency offering design, build, and growth services for fashion and lifestyle brands. Operates in the same Shopify ecosystem niche and geography, making the overlap with Noughts & Ones' agency-partner pool immediate.
- Storetasker: Marketplace that connects Shopify merchants with vetted experts and agencies for project-based work. The most direct functional peer to Noughts & Ones' curated agency-shortlisting concept, addressing the same 'overwhelmed merchant, hard-to-evaluate agencies' problem.
- Space48: Manchester-based Shopify Plus partner agency delivering ecommerce design, development, and optimisation for retail and DTC brands. Closely comparable specialist agency that Noughts & Ones itself could plausibly recommend, and whose consulting-led commercial model sits adjacent to fractional director work.
Broad incumbents
- Tryzens: UK digital commerce consultancy delivering strategy, platform implementation, and optimisation across Shopify and other enterprise platforms. A broader incumbent in ecommerce consulting whose strategic advisory practice directly parallels Noughts & Ones' fractional director offering.
- The Bigger Boat: UK-based Shopify Plus agency serving brands across fashion, food, and lifestyle. A mature incumbent in the same UK Shopify ecosystem with strategy and growth consultancy offerings that overlap with Noughts & Ones' fractional director services.
- Reason One: London-based Shopify Plus partner with ecommerce design, build, and CRO services. Comparable as an established Shopify agency that could be either a competitor (own consulting) or a roster member for shortlisting referrals.
- Bold Commerce: Global Shopify Plus agency and ecommerce consultancy with strategy, custom development, and CRO practices. Comparable as a broader incumbent in the Shopify agency space with overlapping consulting-style engagements for enterprise merchants.
Emerging players
- Swanky: UK-based Shopify Plus agency serving fashion, beauty, and lifestyle brands. An emerging player in the same Shopify ecosystem that competes for similar shortlists and offers adjacent strategic support for growing brands.
- LittleStream: Bristol-area Shopify Plus agency and consultancy working with emerging UK DTC brands. Closely overlapping geography and client segment, and a probable roster candidate or peer for Noughts & Ones.
Regional players
- We Make Websites: Australia-based Shopify Plus partner agency serving fashion, beauty, and lifestyle brands in APAC. Comparable in service scope and Shopify specialism but operates in a different geography from Noughts & Ones' UK-focused delivery.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Noughts & Ones social profiles
Digital presenceNoughts & Ones financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noughts & Ones leadership team
Management profileNumber of profiles
Profiles1 record
Noughts & Ones funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noughts & Ones 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 Noughts & Ones
What does Noughts & Ones do?
Noughts & Ones is a Shopify-focused ecommerce consultancy that helps brands find suitable Shopify agency partners through a structured discovery and curated shortlisting process, alongside a paid Facilitated Search option and Fractional Ecommerce Director consulting for brands needing hands-on strategic support. The company is operated by founder Tom Locke, leveraging a decade of prior Shopify agency experience to deliver vendor shortlisting, strategy, agency management, and tech stack advisory services.
Is Noughts & Ones a public or private company?
Noughts & Ones is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Noughts & Ones founded?
Noughts & Ones was founded in 2018. It employs 1 to 10 people.
Where is Noughts & Ones based?
Noughts & Ones is headquartered in Bristol, United Kingdom, in the Europe region.
How does Noughts & Ones make money?
Two revenue lines are on record. Agency Referral Fees are the primary driver. The others are fractional Ecommerce Director Consulting.
Who are Noughts & Ones's main competitors?
Direct peers on record are Eastside Co, Storetasker and Space48. Broad incumbents are Tryzens, The Bigger Boat, Reason One and Bold Commerce. Emerging players are Swanky and LittleStream. We Make Websites is listed as a regional player.
Does Noughts & Ones have an API?
No public API is recorded for Noughts & Ones.