10ofThose

What 10ofThose does

10ofThose is a privately held Christian book ministry and direct-to-consumer e-commerce retailer, operated through the legal entity 10ofthose Ltd. The company sells Bibles, Christian literature, evangelistic tracts, children's ministry resources, and academic theological materials via a US online storefront at us.10ofthose.com, with US operations anchored at 900 East Jefferson St, La Grange, Kentucky, and apparent ties to a UK parent entity. Product catalog spans Bibles in multiple translations (CSB, ESV, KJV, NASB, NIV, NLT), Children & Youth, Christian Life, Church Resources, Outreach/evangelism materials, and Study/academic categories, with pricing ranging from $3.50 (eBooks) to $174.95 (premium boxed sets) and free UPS shipping on orders above $35. The company operates an integrated four-entity ecosystem — 10Publishing (own imprint producing short accessible books, children's titles, biographies, and evangelistic resources by authors including Timothy Keller and Nancy Guthrie), 10 Distribution, 10 Partnership, and 10 Giving (charitable mission arm) — alongside reseller relationships with major publishers Crossway, Penguin Random House, and The Good Book Company. The business model is one-time unit sales of physical and digital books, with a loyalty points program, weekly free eBook email signup, podcast, and social media presence (Twitter, Facebook, Instagram under @10ofthoseusa) used to drive top-of-funnel engagement and repeat purchase. Customer segments are individual Christians (primary), churches and ministries (primary), youth and children's ministry workers, and evangelism/outreach buyers; no institutional investor ownership, funding history, headcount, or revenue figures are publicly disclosed.

Name

10ofThose

Legal name

10ofthose Ltd.

Website

https://10ofthose.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

10ofThose is a privately held, US-based direct-to-consumer e-commerce retailer of evangelical Christian books, Bibles, tracts, and ministry resources, operated via the us.10ofthose.com storefront and supported by its own publishing imprint (10Publishing) and reseller partnerships with major Christian publishers.

Ownership category

akta.pro rank

Product category

Religious Book Retail

NAICS

Book Publishers (51313), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Books: Publishing Or Publishing & Printing (2731), Miscellaneous Publishing (2741)

akta.pro primary industry

Religious & Spiritual Books Retail (CRALAAAE)

akta.pro secondary industries

Devotional & Prayer Publishing (Devotionals, Prayer Books, Meditation Guides) (MPAJAHAB), Children’s Religious & Values-Based Publishing (MPAJAFAL), Religious Nonfiction & Theology Publishing (Apologetics, Doctrine, Ethics) (MPAJAHAG)

Keywords

• Christian book retail
• Bibles and tracts
• Evangelism resources
• Church ministry supplies
• Religious publishing

Headquarters

HQ city

La Grange Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Book Sales: One-time product sales of Christian books, Bibles, tracts, and church resources through e-commerce platform. Products sold in multiple formats including paperback, hardback, eBook, and audiobook. Revenue generated through direct consumer purchases with pricing ranging from budget options to premium editions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

10ofThose operates an e-commerce platform selling Christian books, Bibles, tracts, and church resources across categories such as Bibles, Children & Youth, Christian Life, Church Resources, Outreach, and Study. The company curates titles from major publishers including Crossway, Penguin Random House, and The Good Book Company, while also publishing its own titles under the 10Publishing imprint, including accessible Christian reads, children's books, biographies, and gospel-sharing materials.

Product overview

10ofThose is a Christian book ministry and e-commerce retailer operating a multi-category online bookstore. The platform offers a comprehensive portfolio of Christian literature organized across major categories: Bibles (multiple translations), Children & Youth resources, Christian Life materials, Church Resources, Outreach/evangelistic materials, and Study/academic resources. The company operates its own publishing imprint, 10Publishing, alongside distributing titles from major publishers including Crossway, Penguin Random House, and The Good Book Company. Additional offerings include Gospel Tracts, Puritan Classics reprints, a free eBook weekly program, and a loyalty points system. The business model combines first-party published titles with curated third-party distribution, serving both individual believers and church communities seeking evangelism and discipleship resources.

Differentiator

Problem solved

Functional benefit

Brands

• 10Publishing: Own publishing imprint dedicated to creating high-quality Christian resources that are theologically sound and affordably priced, publishing books for children, biographies, and evangelistic materials.

Products and services

• 10ofThose Online Bookstore

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, minor and major.

• 10PublishingcoreStrategic or Co-development Partner10ofThose's own publishing imprint that creates high-quality Christian resources including short accessible books, children's materials, biographies, and gospel-sharing resources. Their own brand of titles alongside other major publishers.
• 10DistributioncoreChannel Partner/ Reseller/ DistributorDistribution arm of the 10ofThose group, likely handling logistics and distribution of published materials to customers.
• 10GivingminorStrategic or Co-development PartnerCharitable giving initiative linked to 10ofThose, supporting Christian mission through book provision. External UK-based ministry.
• CrosswaymajorChannel Partner/ Reseller/ DistributorMajor Christian publisher whose titles are sold through 10ofThose. Crossway publishes the ESV Bible translation and works by authors like John Piper.
• Penguin Random HousemajorChannel Partner/ Reseller/ DistributorOne of the largest publishers in the world with over 80,000 titles annually. 10ofThose distributes Penguin Random House Christian titles including works by Timothy Keller.
• The Good Book CompanymajorChannel Partner/ Reseller/ DistributorUK-based Christian publisher whose God\'s Word For You series (by Tim Chester, Timothy Keller, and others) is sold through 10ofThose.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Amazon: Dominant general online bookseller carrying the full Christian book catalog. While not a specialty Christian retailer, Amazon's pricing and Prime delivery set the competitive floor that 10ofThose must beat on value, curation, or mission alignment.
• Tyndale House Publishers: Major Christian publisher producing Bibles (NLT), fiction, and nonfiction, with growing direct-to-consumer retail. Comparable product overlap with 10ofThose's catalog and similar evangelical audience, while operating at much larger scale across multiple distribution channels.
• B&N (Barnes & Noble): Large general-interest bookstore chain carrying a wide Christian book selection alongside its broader catalog. Represents the omnichannel general retailer benchmark for browsing experience, pricing, and customer acquisition that 10ofThose's online-only model must match or differentiate against.

Direct peers

• The Good Book Company: UK-based Christian publisher and retailer whose titles are already sold through 10ofThose. Comparable in evangelical publishing focus, book-plus-curriculum model, and mission-driven positioning; partnership relationship highlights direct product overlap.
• Lifeway Christian Resources: Baptist-affiliated Christian retailer and publisher offering books, Bibles, and church resources across online and physical channels. Comparable to 10ofThose in target audience (churches, ministry leaders, individuals) but with much larger scale and church-network reach.
• Christianbook.com (CBD): The largest online Christian book retailer in the US, offering Bibles, books, music, and church supplies across similar categories to 10ofThose. Most direct competitor with overlapping customer base (churches, individuals, ministries) and a much larger catalog and brand recognition.
• Westminster Bookstore: Smaller US-based Christian online bookstore specializing in academic theology, biblical studies, and Reformed/evangelical titles. Comparable in target customer (church leaders, theological students) and category overlap (Study, theology, commentaries).
• Mardel: Christian retail chain selling books, Bibles, gifts, and church supplies. Operates both online and physical stores across the US Midwest/South. Comparable in evangelical focus and product categories but with brick-and-mortar presence that 10ofThose lacks.

Emerging players

• Crossway: Publisher of the ESV Bible and a major Christian book catalog. Listed as a key supplier of 10ofThose, but Crossway increasingly sells direct to consumers, making it both a partner and a partial competitor with overlapping evangelical customer base.

Regional players

• Parable Group: Christian retail consortium and store brand (formerly Parable Christian Stores chain). Operates as a wholesale/distribution network for independent Christian bookstores; comparable in evangelical book retail focus but serves the brick-and-mortar segment 10ofThose does not address.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/10ofthoseusa
• Facebookfacebook.com/10ofthoseusa
• Instagraminstagram.com/10ofthoseusa
• LinkedInlinkedin.com/company/10ofthose

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 10ofThose