OOOOBY UK LIMITED

What OOOOBY UK LIMITED does

Ooooby UK Limited is a private SaaS company registered in England and Wales that operates an ecommerce and operations platform serving small-scale food producers, food hubs, bakeries, dairies, and craft food businesses across the UK, with additional operations in Australia and New Zealand. The platform provides branded website building, subscription and one-off ordering, picking and packing management, route-optimised delivery, Stripe-integrated payment processing, multi-vendor management, customer self-service, and business reporting. A complementary add-on product called Thrive Project layers CRM, email automation, social planning, landing pages, and a tiered managed-services offering on top of the core platform.

Revenue is generated primarily through a 1.9% transaction fee on customer payments processed through the platform, plus tiered subscriptions for the Thrive growth tools ranging from free to custom pricing. The company operates under a steward-ownership governance model that legally binds the entity to its small-scale-producer mission and prevents acquisition by outside investors, with voting rights held by designated stewards and a Guardian Entity veto. Institutional backers include A Team Foundation, Be The Earth Foundation, Esmée Fairbairn Foundation, and Atreyu, alongside a £75k seed investment from the founding team. As of 2024 the platform hosted over 100 independently owned food hubs, facilitated approximately 50,000 food orders and 40,000 deliveries per month, and generated close to £6M in annual platform sales across all geographies. The company was originally founded in 2008 as a social network for small-scale growers, operated physical food hubs from 2010, and pivoted to a 100% software business model in May 2020 with the launch of UK operations.

Name

OOOOBY UK LIMITED

Legal name

Ooooby UK Limited

Website

https://ooooby.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

Ooooby operates a SaaS ecommerce and operations platform that enables small-scale food producers, farms, food hubs, bakeries, and dairies across the UK to sell local food directly to consumers via branded websites, subscription boxes, route-optimised delivery, and integrated payments.

Ownership category

akta.pro rank

Product category

Food E-commerce SaaS / Farm Operations Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Sales Enablement & Revenue Operations (RevOps) Tools & Services (BPAFAFAJ)

akta.pro secondary industry

Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)

Keywords

• Farm ecommerce software
• Food hub platform
• Subscription box software
• Local food distribution
• Online farmers market

Headquarters

HQ city

UK

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Transaction Fees: 1.9% of all customer payments processed through the platform plus Stripe payment gateway fees; reduced rates available for higher sales volumes; tiered pricing with decreasing percentages as hubs scale
2. Thrive Growth Tools Subscription: Three-tier subscription service for growth tools, training and strategy: Free tier (with Ooooby platform), Essential £15/mo, Guided £55/mo, Pro £88/mo + 2.25% of monthly sales, and Elite (custom pricing); separate from platform fees

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

Ooooby provides a SaaS ecommerce and operations platform that enables small farms, food hubs, farm shops, dairies, bakeries and CSA schemes to launch branded online stores, sell subscription boxes and one-off products, manage picking and packing, optimise delivery routes, and process automated payments via Stripe. The Thrive Project add-on provides CRM, newsletter, email automation, social planning, landing pages and training to help these producers acquire and retain customers. Revenue is earned via a 1.9% transaction fee on the core platform plus tiered subscription fees for the Thrive growth tools.

Product overview

Ooooby offers a dual-product portfolio: (1) the core Ooooby Platform - ecommerce and operations software for small farms, veg boxes, food hubs, dairies, and bakeries, providing online sales, subscription management, picking/packing, delivery logistics, payments, and reporting; and (2) the Thrive Project - a supplementary growth tools, training and strategy program with three tiers (Essential, Guided, Pro) that includes CRM, email automation, social planning, landing pages, and an academy with community support. The two products are designed to work together, with Thrive sitting alongside the platform for customer acquisition and retention.

Differentiator

Problem solved

Functional benefit

Products and services

• Ooooby Platform Cloud-based SaaS ecommerce and operations platform for small farms, food hubs, farm shops, dairies, bakeries and CSA schemes. Provides branded website builder, subscription and one-off product ordering, picking and packing management, route-optimised delivery run sheets, Stripe-integrated automated payments and reconciliation, multi-vendor management, customer self-service portal, GDPR-compliant data handling, and business reporting and insights.
• Thrive Project Subscription-based growth tools, training and strategy program that sits alongside the Ooooby Platform for farm and food businesses. Includes a CRM, newsletter builder, email automation sequences (welcome, win-back, lifecycle nurture), social planner, landing page builder, lead magnet and funnel builder, events management with payments, WhatsApp and Google Business integration, paid-ad strategy, advanced analytics, and the Thrive Academy training community. Replaces tools such as Mailchimp, Flodesk, Eventbrite and Manychat.

Quantifiable outcome

• 40% sales increase for food hubs after joining platform
• +6 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature12 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Better Food TraderscoreStrategic or Co-development PartnerNon-profit organisation empowering communities, local authorities, farmers and traders to rebuild independent sustainable food sector; supports agroecological farming and builds routes to market; provides enterprise support, training, policy and advocacy
• The Market Gardener InstituteminorStrategic or Co-development PartnerGlobal educational platform founded by Jean-Martin Fortier; dedicated to training and empowering small-scale regenerative farmers through comprehensive online courses, practical resources, and community support
• Organic Growers AllianceminorStrategic or Co-development PartnerGrower-led network supporting and representing organic horticulturists since 2006; peer-to-peer platform for sharing knowledge, technical advice and advocacy; Organic Grower magazine keeps members informed
• Pasture for LifeminorStrategic or Co-development PartnerUK not-for-profit Community Interest Company developing pastoral farming systems; champions farming livestock exclusively on pasture; promoting high-welfare, environmentally sustainable, nutrient-rich food production
• SustainminorStrategic or Co-development PartnerUK alliance of organisations and communities working together to promote healthy, fair and sustainable food and farming; advocacy, policy change, and community action for better food system
• Real Bread CampaignminorStrategic or Co-development PartnerProject of Sustain UK charity; champions bread made without additives; supports local bakeries; advocates for transparent labeling; promotes community engagement through Real Bread Week and Sourdough September
• Permaculture MagazineminorStrategic or Co-development PartnerUK-based quarterly publication dedicated to practical innovative solutions for sustainable living; 'Earth care, people care, future care' approach for resilient homes, gardens, farms and communities
• StripecoreTechnology or IntegrationPayment gateway integrated into platform for processing customer payments; Stripe fees vary by region and are passed through to hubs; handles credit card, debit card and direct deposit payments
• Landworkers' AllianceminorStrategic or Co-development PartnerMember of Food Data Collaboration governance representing agroecological food sector; advocacy organisation for small-scale farmers and growers
• Food Data CollaborationcoreStrategic or Co-development PartnerTwo-year project funded by The National Lottery Community Fund (~£500k); building infrastructure empowering local producers to list and sell across multiple platforms; based on Data Food Consortium model from France

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• BigCommerce: Established general-purpose ecommerce SaaS used by mid-market retailers including some food brands. Competes with Ooooby for the larger end of the food-producer customer base that may opt for a generalist platform over a vertical specialist.
• Shopify: Dominant general-purpose ecommerce platform widely used by direct-to-consumer brands including farm and food businesses. Comparable in that many food producers default to Shopify before adopting a vertical SaaS like Ooooby, making it the primary broad-platform incumbent Ooooby displaces.
• WooCommerce: Open-source ecommerce plugin for WordPress, frequently adopted by small food businesses and CSAs as a free, flexible alternative to paid vertical SaaS. Represents the open-source, self-serve option competing against Ooooby's vertical platform.

Direct peers

• Barn2Door: US-based ecommerce platform purpose-built for farmers and ranchers to sell subscriptions, bundles, and one-off orders direct to consumers. Closest US-market analog to Ooooby with comparable subscription, delivery management, and payment processing capabilities.
• Open Food Network: Open-source food hub ecommerce platform operating in the UK, Australia, and New Zealand. Direct competitor to Ooooby in enabling food hubs and producers to sell online and manage orders; even partners with Ooooby on the Food Data Collaboration project, underscoring how directly comparable the two are.
• Food4All: Ecommerce platform tailored for food producers, farmers, and food hubs to manage online sales, subscriptions, and CSA-style operations. Directly comparable in customer profile and core functionality to Ooooby.
• Local Food Marketplace: Software platform built specifically for food hubs, CSAs, and farm-to-table operations to manage subscriptions, ordering, and delivery. Targets the same vertical customer base as Ooooby with overlapping subscription and multi-vendor features.

Peers

• Squarespace:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Ooooby-107447944757615

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 OOOOBY UK LIMITED