SONOFF
- Company typePrivate
- Founded-
- HeadquartersShenzhen, China
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
SONOFF firmographics
Firmographics- Name
- SONOFF
- Legal name
- SONOFF
- Website
- https://sonoff.tech
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
SONOFF industry classification
Industry- Product category
- Smart Home Automation
- NAICS
- Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Electronics and Appliance Retailers (44921)
- SIC
- Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Smart Lighting & Electrical (Bulbs, Switches, Plugs) Retail (CRACAGAB)
- akta.pro secondary industries
- Smart Home Hubs & Controllers Retail (CRAIAMAA), Smart Home Sensors & Monitoring (Motion, Leak, Smoke/CO, Environmental) Retail (CRACAGAJ)
Keywords
Where SONOFF is headquartered
LocationHeadquarters
- HQ city
- Shenzhen
- HQ country
- China
- HQ region
- Asia
Offices1 record
Markets served
SONOFF business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Smart Hardware Sales: SONOFF generates primary revenue from selling smart home devices including DIY smart switches, smart plugs, sensors, security cameras, central control panels, and accessories. Products are sold directly through sonoff.tech e-commerce store and through distributors globally.
- SONOFF Academy Education: SONOFF operates an e-learning platform (academy.sonoff.tech) offering smart home courses. The platform provides structured learning paths from basics to advanced topics including device configuration, automations, iHost setup, and Home Assistant integration.
- ODM/OEM Partnerships: SONOFF offers ODM (Original Design Manufacturing) partnerships for custom smart home device development through odm.sonoff.tech, serving B2B clients requiring customized products.
- Distributor/Reseller Channel: SONOFF sells through distributor and reseller channels globally, with a Become a Distributor program and European B2B account options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level smart switches and sensors |
| Unit Pricing | Pay-as-you-go | Mid-range smart devices with advanced features |
| Unit Pricing | Pay-as-you-go | Premium control panels and hubs |
| Freemium | Monthly | SONOFF Academy educational courses |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
SONOFF product offering
Product offeringCore offering
SONOFF designs, manufactures, and sells DIY smart home automation devices including smart switches, plugs, sensors, hubs, and control panels that support Wi-Fi, Zigbee 3.0, and Matter protocols. Products are sold directly to consumers through the sonoff.tech e-commerce store and via global distributors, with ODM services available for business customers requiring customized solutions. The ecosystem is managed through the proprietary eWeLink app and developer APIs enabling integration with major smart home platforms like Home Assistant, Alexa, Google Home, and Apple Home.
Product overview
SONOFF offers a comprehensive smart home automation ecosystem centered on multi-protocol smart switches and sensors supporting Wi-Fi, Zigbee 3.0, Matter, and eWeLink Remote protocols. The product portfolio includes compact DIY smart switches (MINI Extreme Series), extreme-range Zigbee switches (ZBMINI), wall-mounted control panels (NSPanel Pro), security and environmental sensors (SenseGuard, AirGuard, SNZB-02 series), power monitoring devices (POW Elite, SPM), water management valves (Hydro Series), security cameras (CAM Slim Gen2), and smart plugs (S31, S60, S61 series). The Fusion Series provides modular wall switch enclosures for retrofit installations, while the gateway lineup (ZBDongle, Dongle Max, Bridge Max, iHost) enables local control and cross-protocol integration. Control and automation are managed through the eWeLink app, with developer APIs and SONOFF Academy supporting professional installation and custom integrations with Home Assistant, Zigbee2MQTT, and Matter ecosystems.
Differentiator
Problem solved
Functional benefit
Brands
- iHost: Smart home hub for local control and automation
- eWeLink
- SONOFF Academy
- AirGuard
- SenseGuard
- SwitchMan
- Fusion Series
- NSPanel
- Bridge Max
- Orb
- Hydro Series
Products and services
- MINI Series Smart Switches Compact DIY smart switches supporting Wi-Fi, Zigbee, and Matter protocols for retrofit installation behind existing wall switches or in junction boxes, targeting DIY smart home enthusiasts and professional installers.
- NSPanel Pro Smart Home Control Panel Wall-mounted touchscreen control panel integrating multiple smart home devices, scene control, and thermostat functionality in 86 Type or 120 Type form factors for centralized home automation control.
- iHost Smart Home Hub Local smart home hub enabling offline automation, multi-protocol support (Zigbee, Wi-Fi, Matter), and integration with Home Assistant without cloud dependency, for users prioritizing local control and privacy.
- ZBDongle-P Zigbee 3.0 USB Dongle Plus USB Zigbee 3.0 dongle serving as a gateway for Home Assistant, Zigbee2MQTT, and other smart home platforms for users running local home automation software.
- POW Elite Smart Power Meter Switch Smart switch with integrated power/energy metering for real-time monitoring of electrical consumption, supporting solar system net metering applications for energy-conscious homeowners.
- SPM Smart Stackable Power Meter DIN rail-mounted multi-channel power metering system supporting up to 4 sub-devices with overload protection and energy monitoring for whole-home energy management.
- Hydro Series Smart Water Valves Zigbee smart water valves with flow metering (Hydro ONE/Hydro DUO) for automated water management in irrigation and leak prevention.
- TRVZB Zigbee Thermostatic Radiator Valve Smart radiator valve for zoned heating control, enabling temperature scheduling and automation of hydronic heating systems.
- CAM Slim Gen2 Security Camera Slim-profile indoor security camera with 2K resolution, night vision, two-way audio, and local storage options for home monitoring.
- SNZB Series Sensors Zigbee-based environmental and security sensors including temperature/humidity sensors (SNZB-02D), motion sensors (SNZB-03P), door/window sensors (SNZB-04P), water leak sensors (SNZB-05P), and presence detection (SNZB-06P24).
- SwitchMan Smart Wall Switches Smart wall switches in ZBM5 (Zigbee), M5 (Matter), and T5 (TX Ultimate touch) variants for permanent wall installation replacing traditional switches.
- Smart Plugs (S31, S60, S61 Series) Compact smart plugs in Wi-Fi, Zigbee, and Matter variants with energy monitoring for US, European, and outdoor applications, enabling remote control of plugged appliances.
- Fusion Series Modular Smart Switches Modular smart switch solution combining wall switch enclosures with compatible retrofit modules for both neutral-required and no-neutral-wire installations in retrofitted and new-build homes.
- Bridge Max Matter Bridge Multi-protocol bridge enabling Zigbee devices to be exposed to Matter ecosystems, supporting local web configuration without app requirement.
- AirGuard Air Quality Monitors Indoor air quality monitoring devices measuring CO2, PM2.5, temperature, humidity, and air pressure for home health monitoring.
- Basic DIN Rail Smart Switch DIN rail-mounted smart switch with 32A load capacity, real-time energy monitoring, overload protection, available in Zigbee and Matter over WiFi versions for panel/breaker box installation.
- Orb 4-In-1 Zigbee Smart Scene Button Multi-function Zigbee wireless button supporting up to 4 actions via single, double, triple, and long-press gestures for scene triggering.
- eWeLink App Mobile application platform providing device setup, remote control, scheduling, automation, and integration with major smart home ecosystems for SONOFF device users.
- SONOFF Academy E-learning platform offering courses on smart home fundamentals, SONOFF product configuration, automations, iHost setup, and third-party integrations for smart home enthusiasts and installers.
- ODM/OEM Custom Manufacturing Service Original Design Manufacturing services for custom smart home device development through odm.sonoff.tech, serving B2B clients requiring branded or customized smart home products.
Quantifiable outcome
- Compatible with 140+ countries and major smart home platforms including Home Assistant, Alexa, Google Home, Apple Home, SmartThings, openHAB, and ioBroker
Companies that use SONOFF
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
SONOFF technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature6 records
SONOFF partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Home AssistantcoreSONOFF devices offer extensive compatibility with Home Assistant through multiple integration methods including ZHA (Zigbee Home Automation), Zigbee2MQTT, and Matter. Many SONOFF devices support local control without cloud dependency, which is highly valued by Home Assistant users who prioritize privacy and local control.
- Amazon AlexacoreSONOFF devices work with Amazon Alexa through cloud integration and Matter protocol support, enabling voice control of smart home devices. The partnership enables voice-activated control of SONOFF smart home products.
- Google HomecoreSONOFF devices integrate with Google Home for voice control and smart home automation. Matter-enabled devices provide seamless Google Home integration.
- Apple Home (HomeKit)coreSONOFF supports Apple Home ecosystem through Matter protocol and Bridge Max Local Web feature that enables syncing Zigbee devices to Apple Home.
- Samsung SmartThingscoreSONOFF Matter devices support SmartThings integration, enabling users to add SONOFF devices to SmartThings hubs and automations.
- Zigbee2MQTTcoreSONOFF Zigbee devices (ZBDongle-P, ZBBridge-P, ZBBridge-U) are specifically designed to work with Zigbee2MQTT open-source Zigbee bridge software, enabling local control of Zigbee devices.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
SONOFF competitors and assessment
Company assessmentDirect peers
- Shelly: Shelly (Allterco) makes Wi-Fi and Zigbee smart relays, switches, sensors, and energy meters for the DIY retrofit market — virtually identical product line and price tier to SONOFF, competing head-to-head on Amazon and EU retail shelves.
- Aqara: Aqara offers a Zigbee-centric smart home ecosystem including hubs, switches, sensors, and cameras with Apple Home, Alexa, and Google Home integration — a near-direct alternative for buyers seeking a broader closed-ish ecosystem.
- Nous: Nous is a Tuya-based smart home brand selling similarly priced smart plugs, switches, and sensors via direct e-commerce in Europe — competing with SONOFF on the same cost-conscious DIY buyer across overlapping SKUs.
Emerging players
- SwitchBot: SwitchBot makes retrofit smart buttons, curtain motors, and hub devices targeting renters and DIY users — partial overlap with SONOFF's retrofit philosophy and Matter support, but focused on non-invasive installation.
- Govee: Govee sells consumer smart lighting, environmental sensors, and water leak devices direct-to-consumer with strong Amazon presence — overlapping with SONOFF's AirGuard and SenseGuard categories at similar price points.
- Meross: Meross offers Matter/HomeKit-compatible smart plugs, switches, and garage door openers at entry-level prices — a comparable consumer-grade smart home brand with similar ecosystem support and retail channels.
Broad incumbents
- Tuya: Tuya operates the dominant IoT cloud platform powering hundreds of white-label smart home brands and offers its own branded devices — SONOFF's ODM/OEM offerings effectively compete for similar B2B and consumer mindshare.
- Schneider Electric (Wiser): Schneider's Wiser smart home line includes energy meters, switches, and environmental controls targeting professional installers — competing with SONOFF's higher-end TRV, POW Elite, and DIN rail offerings at premium price points.
- Leviton: Leviton is a major US electrical manufacturer with Decora Smart switches, dimmers, and hubs — the established-channel incumbent SONOFF increasingly competes against as Matter-compatible wall switches reach mainstream retail.
Regional players
- BroadLink: BroadLink is a Chinese smart home brand with universal remotes, hubs, and sensors — comparable origin and product philosophy, with stronger China domestic presence but overlapping global DIY distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SONOFF social profiles
Digital presenceSONOFF compliance and trust
Trust signalCompliance2 records
SONOFF financial estimates
Financial estimateRevenue estimate
Valuation estimate
SONOFF leadership team
Management profileNumber of profiles
Profiles3 records
SONOFF funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SONOFF 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 SONOFF
What does SONOFF do?
SONOFF designs, manufactures, and sells DIY smart home automation devices including smart switches, plugs, sensors, hubs, and control panels that support Wi-Fi, Zigbee 3.0, and Matter protocols. Products are sold directly to consumers through the sonoff.tech e-commerce store and via global distributors, with ODM services available for business customers requiring customized solutions. The ecosystem is managed through the proprietary eWeLink app and developer APIs enabling integration with major smart home platforms like Home Assistant, Alexa, Google Home, and Apple Home.
Is SONOFF a public or private company?
SONOFF is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SONOFF founded?
SONOFF was founded in -1.
Where is SONOFF based?
SONOFF is headquartered in Shenzhen, China, in the Asia region.
How does SONOFF make money?
Four revenue lines are on record. Smart Hardware Sales are the primary driver. The others are SONOFF Academy Education, ODM/OEM Partnerships and distributor/Reseller Channel.
Who are SONOFF's main competitors?
Direct peers on record are Shelly, Aqara and Nous. Emerging players are SwitchBot, Govee and Meross. Broad incumbents are Tuya, Schneider Electric (Wiser) and Leviton. BroadLink is listed as a regional player.
Does SONOFF have an API?
Yes. SONOFF provides a comprehensive Developer API Protocol for local device control and cloud integration. The API supports DIY Mode devices (BASICR3, RFR3, MINI/MINIR2, MINIR3, D1, SPM-Main, B02-BL/B05-BL LED bulbs) via HTTP RESTful API on port 8081 with mDNS/DNS-SD discovery. Devices expose capabilities through components including System, Sonoff, Cloud, Input, Matter, Meter, MQTT, OTA, Switch, Timer, WebSocket, and WiFi. Supported authentication includes API key-based authentication. Additional APIs include iHost API for add-on development and third-party integration, NSPanel Pro API for gateway control, SPM-Main HTTP API for power metering devices, and device-specific APIs for MINIR3, D1, B02-BL/B05-BL, BASICR3/RFR3/MINIR2, and MINI-1GSP. The MINI-1GSP specifically offers a local RPC API for single-channel smart switches with energy metering. Developer documentation is at help.sonoff.tech/docs/7shYNoAi.
What industry is SONOFF in?
SONOFF's product category is Smart Home Automation. Its primary akta.pro industry code is CRACAGAB, Smart Lighting & Electrical (Bulbs, Switches, Plugs) Retail, with a secondary code of CRAIAMAA, Smart Home Hubs & Controllers Retail. Its NAICS code is 334512 and its SIC code is 3600.