Etron Software

What Etron Software does

Etron Software (legal entity ETRON Softwareentwicklungs- und Vertriebs GmbH, founded 1993, headquartered in Munich with incorporation in Vienna, Austria) provides ETRON onRetail, a modular cloud-based SaaS platform combining point-of-sale, inventory management (Warenwirtschaft), e-commerce, CRM, appointment booking, and marketing tools for small and medium-sized retailers and service providers in the DACH region. The platform is browser-based with an offline emergency fallback, integrates fiskaly Cloud-TSE for legally compliant cash register operation in Germany (KassenSichV, GoBD, DSFinV-K, IDW PS880 certified) and RKSV compliance in Austria, and is built on the Odoo Community Edition framework with proprietary retail-specific enhancements. The company serves over 6,000 customers and 10,000 cash registers across 40+ industries, with reference clients including EGLO, ELTEN, SONNENTOR, MAMMUT Sports Group Austria, and LEHMANNs.

The business model is anchored in tiered monthly SaaS subscriptions (Kasse Start at €29, Kasse Pro at €54, Kasse & WaWi at €109, and All-in-One at €169), supplemented by one-time hardware sales through the ETRON Webshop, fee-based professional services (training, installation, customization), and a partner referral program with lifetime recurring commissions. Go-to-market combines product-led self-service onboarding (free trial, online registration) with inside sales for mid-market deals, a regional consultant network for enterprise/chain customers, and a nationwide partner channel of system houses and IT retailers. Distribution is primarily DACH (Germany, Austria, Switzerland, with Switzerland added in 2024), with marketing spanning SEO/content, email, social, webinars, trade shows, and a WhatsApp Business channel. ETRON Selbstbedienungskasse (2025) and ETRON onRetail Kasse Start Android (2026) represent the most recent product expansions.

Name

Etron Software

Legal name

ETRON Softwareentwicklungs- und Vertriebs GmbH

Website

https://etron.de

Company type

Private

Founded year

1993

Operating status

Operating

Short description

ETRON Software provides cloud-based POS, inventory, CRM, and e-commerce software for over 6,000 small and medium-sized retailers and service providers across the DACH region, delivered as a tiered SaaS subscription under the ETRON onRetail brand.

Ownership category

akta.pro rank

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Monthly or annual subscription fees for ETRON onRetail software packages (Kasse Start, Kasse Pro, Kasse & WaWi, All-in-one). Recurring revenue model with automatic renewal. Includes free updates and product improvements.
2. Hardware Sales: Sale of POS hardware including tablet systems, receipt printers, barcode scanners, cash drawers, card terminals, customer displays, scales, label printers, and MDE/inventory devices. Hardware is sold as one-time purchases through the ETRON webshop.
3. Professional Services: Paid services including individual on-site training, web-based training, seminars/workshops, webinars, installation, setup, and custom modifications. Also includes fee-based support services beyond the included basic support.
4. Partner Referral Program: Partners earn commissions on all sold subscriptions (lifetime commissions) and can increase income through optional sale of special hardware and services like installation, training, support, and web design.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Etron Software develops and sells ETRON onRetail, a modular cloud-based all-in-one SaaS platform combining a point-of-sale (POS) cash register, inventory management (Warenwirtschaft), integrated online shop, CRM, appointment booking, and card payment processing. The solution is targeted at small and medium-sized retailers, service providers, food retailers, fashion boutiques, and multi-location chains across the DACH region. Pricing follows a tiered subscription model (Kasse Start, Kasse Pro, Kasse & WaWi, All-in-one) with separate hardware sales, professional services, and a partner channel.

Product overview

ETRON Software offers ETRON onRetail, a modular cloud-based all-in-one SaaS platform for small and medium-sized retail and service businesses in the DACH region. The platform is built around the ETRON onRetail Kasse (POS cash register system) as the core product, which is supplemented by add-on modules including the ETRON onRetail Warenwirtschaft (inventory/warehouse management), ETRON onRetail Onlineshop (integrated e-commerce store builder with Shopify/Magento/WooCommerce integration), ETRON Pay (card payment processing), ETRON onRetail CRM & Auftragswesen (quotes/invoicing), ETRON onRetail Terminbuchung (online appointment booking), ETRON Selbstbedienungskasse (self-service checkout), ETRON onRetail Kundenbindung & Marketing (loyalty/CRM/marketing), and the Mobile Lager-App (MDE) for mobile warehouse management. ETRON also sells a dedicated hardware e-commerce store (ETRON Webshop) and serves the Austrian market with the legacy ETRON Win product (Windows-based POS) for specialized verticals like food retail. Pricing follows a tiered SaaS model: Kasse Start (€29/month), Kasse Pro (€54/month), Kasse & WaWi (€109/month), and All-in-One including Onlineshop (€169/month). The platform is legally compliant with German (KassenSichV, GoBD, DSFinV-K, Cloud-TSE via fiskaly) and Austrian (RKSV) regulations, certified under IDW PS880.

Differentiator

Problem solved

Functional benefit

Products and services

• ETRON onRetail Kasse (POS Cash Register) Cloud-based point-of-sale cash register system compliant with German KassenSichV and Austrian RKSV regulations, supporting offline emergency mode, unlimited cash register users, and integration with peripherals such as receipt printers, card terminals, and barcode scanners. Designed for small and medium-sized retail and service businesses.
• ETRON onRetail Warenwirtschaft (Inventory Management) Full-featured inventory and warehouse management module that centralizes stock levels, multi-branch inventory, supplier management, purchasing planning, automatic reorder suggestions, and DATEV export for accountants.
• ETRON onRetail Onlineshop (Integrated Online Shop) Integrated online store builder with design templates, blog functionality, and CMS web presence that automatically synchronizes product master data and inventory levels between the physical POS and the e-commerce store.
• ETRON Pay (Card Payment Processing) Card payment processing service that integrates with the ETRON onRetail POS system, supporting contactless (NFC) payments with automatic amount transfer from the cash register and transparent fee structure.
• ETRON onRetail CRM & Auftragswesen (CRM and Order Management) Customer relationship management and order management module enabling creation of quotes and invoices, lead management, and customer history tracking, designed for tradespeople, service companies, consultants, and freelancers.
• ETRON onRetail Terminbuchung (Online Appointment Booking) Online appointment booking system allowing customers to self-schedule appointments and services, with automatic customer creation upon first booking and direct synchronization with the POS system.
• ETRON Selbstbedienungskasse (Self-Service Checkout) Self-service checkout solution that reduces wait times, relieves staff, and creates a modern shopping experience, available as supplementary checkout lanes during peak times, hybrid models, 24/7 concepts, or closed self-service setups.
• Mobile Lager-App (Mobile Warehouse / Inventory App) Mobile warehouse and inventory management app for inventory counts, goods receipt, order picking, and restocking, used directly at storage locations or on the sales floor.
• ETRON Taxfree (VAT Refund Service) Tax refund (Taxfree) processing service integrated via Planet, enabling tourists to claim VAT refunds at point of sale.
• ETRON onRetail Kasse Start (Android) Android-based POS solution for various industries, combining central cash register and administrative functions in a cost-effective, flexible, and legally compliant system for daily digital operations.
• ETRON Win (Legacy Windows POS) Windows-based POS software (legacy) for retail and service businesses, originally launched in 2002 and certified by independent auditors, still used by some specialized verticals including food retail (Lebensmittelhandel).
• ETRON Webshop (Hardware Store) Dedicated e-commerce store for purchasing POS hardware including tablet POS systems, receipt printers, barcode scanners, cash drawers, scales, customer displays, label printers, MDE devices, and accessories.

Quantifiable outcome

• Over 6,000 customers and 10,000 cash registers deployed
• +3 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core.

• fiskalycoreTechnology or Integrationfiskaly provides the certified Cloud-TSE (Technische Sicherheitseinrichtung) for ETRON onRetail. This is a critical compliance component required for legally compliant cash register operation in Germany, signing and storing each transaction receipt in the cloud.
• foovecoreTechnology or IntegrationIntegration partner providing pre-order and payment solution for school canteens and catering businesses. foove enables parents to pre-order meals via app and pay with QR codes that integrate directly with ETRON onRetail POS.
• DATEVcoreTechnology or IntegrationDATEV interface for direct export of accounting data to tax advisors and accountants. Critical integration for German businesses required to submit electronic accounting records.
• OdoocoreTechnology or IntegrationThe ETRON onRetail administration interface (excluding POS) is based on Odoo Community Edition, licensed under LGPL version 3. Odoo provides the underlying framework for the administrative backend.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Regional players

• Collmex: Collmex provides cloud-based accounting, e-commerce, and order management software for German SMBs with strong DATEV integration. Targets a similar German SMB customer base with overlapping inventory and online shop functionality.
• sevDesk: sevDesk offers cloud accounting and invoicing software primarily for German freelancers and small businesses. While accounting-focused, sevDesk addresses an overlapping German SMB customer base with similar self-service SaaS pricing and self-onboarding approach.
• billbee: billbee provides multichannel order management and inventory software for German and European SMB e-commerce sellers. Comparable as a German-headquartered SaaS serving small retailers with inventory and marketplace integrations overlapping Etron's Warenwirtschaft and Onlineshop modules.

Direct peers

• SumUp: European-headquartered SumUp provides POS systems and card payment acceptance for small businesses with strong DACH presence through SumUp Air and SumUp Solo. Competes directly with Etron for the same SMB retail and service segment with similar pricing and German-language support.
• Shopify POS: Shopify's POS offering combines retail checkout with integrated e-commerce, mirroring Etron's All-in-one bundle. While global in scale, Shopify POS competes for the same multi-channel retail SMBs in DACH and shares overlapping integration touchpoints through the same ecosystem.
• Orderbird: Berlin-based Orderbird provides iPad-based POS systems primarily for hospitality and restaurants in DACH. While more hospitality-focused than Etron, Orderbird competes for the same German SMB segment with similar subscription pricing and German-language compliance orientation.
• Lightspeed Commerce: Lightspeed provides cloud-based POS and commerce solutions for retail and hospitality SMBs globally, including in DACH. Directly comparable to Etron as a multi-module SaaS platform serving similar customer segments with similar subscription pricing models and integrated payments.
• Square (Block): Square offers cloud-based POS, integrated payment processing, and business management tools targeted at small merchants. Square's lower-cost hardware and bundled payments compete directly with Etron's SMB POS offering, including in European markets.

Others

• DATEV: DATEV is the dominant German tax and accounting data infrastructure provider that Etron integrates with via its built-in DATEV interface rather than competes against. Included as a peer because DATEV's ecosystem standards and data formats shape product requirements for any German SMB software vendor.

Broad incumbents

• Lexware (Haufe Group): Lexware is a leading German SMB business software suite covering accounting, payroll, and invoicing with strong DATEV integration. As a broad incumbent, Lexware offers overlapping capabilities and competes for the same German SMB customer base that Etron serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/ETRONSoftware
• Facebookfacebook.com/EtronSoftware
• LinkedInlinkedin.com/company/etron-software
• Instagraminstagram.com/etrononretail

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Etron Software