OroCommerce Inc.

Overview

Oro, Inc. operates in the B2B digital commerce, CRM, and marketplace software categories. Its flagship platform, OroCommerce, is designed specifically for manufacturers, distributors, and wholesalers and supports complex sales workflows including multi-org account structures, high-SKU catalogs, contract pricing, RFQ (Request for Quote), and CPQ (Configure, Price, Quote) — all natively included [1][5]. A single OroCommerce license bundles B2B eCommerce, CRM, CMS, marketplace management, and AI capabilities [17]. The company also produces OroCRM, a multi-channel customer relationship management system integrated with OroCommerce [4]; OroMarketplace, a platform for managing multi-vendor B2B marketplaces [51]; and OroPlatform, a developer toolkit for building custom business applications [57]. OroCommerce is offered as a SaaS deployment via OroCloud or as on-premise licensed software, with an open-source Community Edition freely available [9][8]. Pricing for the Enterprise Edition is GMV-based and calculated on orders processed through the platform [45].

History

Oro, Inc. was founded in 2012 by Yoav Kutner, Jary Carter, and Dima Soroka — all veterans of Magento, where Kutner served as CTO and co-founder, Soroka as Lead Architect, and Carter as VP of Sales and Channel [8]. The three departed Magento following its acquisition by eBay in 2011 and established Oro with a focus on B2B commerce [1][8]. The company first released OroPlatform and OroCRM before launching OroCommerce in 2017 as its dedicated B2B eCommerce product [2][9]. In March 2016, Oro secured a Series A funding round of $12 million led by Highland Europe [2][56]. In January 2023, Oro closed a $13 million strategic growth round led by private equity firm Zubr Capital, with participation from existing investor Highland Europe, bringing total outside funding to $25 million [51][56]. Zubr Capital is backed by the European Bank for Reconstruction and Development and the Dutch entrepreneurial development bank FMO [51]. The 2023 round coincided with the company's tenth anniversary. As of 2024, the platform had undergone a rebranding effort and released AI-powered capabilities, with OroCommerce version 6.1 released in March 2025 [2][6].

Market Position

OroCommerce targets mid-market and enterprise B2B companies — primarily manufacturers, distributors, and wholesalers — in North America and EMEA [41]. The platform has been included in the Gartner Magic Quadrant for Digital Commerce for five consecutive years, earning a Visionary designation in both 2022 and 2024 [26][24]. In the 2024 Gartner Critical Capabilities for Digital Commerce report, OroCommerce scored 4.02 out of 5 in the B2B Digital Commerce Use Case [23]. The company has also been named a Representative Vendor in Gartner's Market Guide for Marketplace Operation Applications for multiple consecutive years [6]. OroCommerce was recognized as a Leader in the IDC MarketScape: Worldwide B2B Digital Commerce Applications for Midmarket Growth 2023–2024 Vendor Assessment [23]. Documented enterprise customers include Lactalis, Steelcase, PartsBase, Braskem, Interstate Batteries, Azelis, and Dunlop Protective Footwear [13][58]. In 2022, the company reported over $2.3 billion in total sales volume processed across its customer base and over 3 million transactions annually [55][58].

Competition

OroCommerce competes in the enterprise B2B digital commerce platform market against SAP Commerce Cloud (formerly SAP Hybris), Salesforce B2B Commerce Cloud, Adobe Commerce (formerly Magento Commerce), commercetools, BigCommerce B2B Edition, and Spryker, among others [32][34]. Independent third-party reviewers on PeerSpot note that SAP Commerce Cloud typically incurs higher initial setup costs compared to OroCommerce, and that OroCommerce emphasizes flexibility and customization suited to complex B2B workflows at comparatively lower costs [40]. An independent platform comparison from Wizcommerce identifies OroCommerce alongside BigCommerce B2B Edition as strong options for distributors with complex multi-org account hierarchies and contract pricing, while positioning SAP Commerce Cloud for organizations running deep SAP ERP stacks [34]. The G2 platform lists BigCommerce, Shopify, Adobe Commerce, Salesforce Commerce Cloud, and WooCommerce as the most frequently compared alternatives to OroCommerce [48]. OroCommerce differentiates from commercetools by providing native out-of-the-box B2B features, whereas commercetools requires significant custom development to assemble comparable B2B functionality [35]. The platform's open-source architecture and single-license model, which bundles CRM, CPQ, and marketplace capabilities without add-on fees, are commonly cited as distinguishing factors relative to platforms that charge separately for each module [41][45].

Sources

1. Company About Us | OroCommerce — Oro, Inc. (official), 2026-06-22
2. OroCommerce - Crunchbase Company Profile & Funding — Crunchbase
3. OroCommerce | LinkedIn — LinkedIn
4. Why OroCommerce? Frequently Asked Questions about OroCommerce — Oro, Inc. (official), 2024-01-03
5. Oro, Inc. — EverybodyWiki (Wikipedia-derived), 2025-08-02
6. OroCommerce Company Overview, Contact Details & Competitors | LeadIQ — LeadIQ
7. Oro Raises $13M Strategic Growth Round to Revolutionize Digital Commerce — Highland Europe, 2023-01-19
8. Oro Raises $13M Strategic Growth Round to Revolutionize Digital Commerce — PR Newswire, 2023-01-19
9. B2B ecommerce tech vendor Oro gets $13 million — Digital Commerce 360, 2023-01-31
10. Oro - Products, Competitors, Financials, Employees, Headquarters Locations — CB Insights
11. Oro Again Named a Visionary in 2024 Gartner® Magic Quadrant™ for Digital Commerce — PR Newswire, 2024-11-12
12. Gartner® Critical Capabilities for Digital Commerce | OroCommerce — Oro, Inc. (official), 2024-12-11
13. OroCommerce Reviews & Ratings 2026 | Gartner Peer Insights — Gartner Peer Insights, 2026-03-24
14. Oro - Overview, News & Similar companies | ZoomInfo.com — ZoomInfo
15. Oro - 2026 Company Profile, Team, Funding & Competitors - Tracxn — Tracxn, 2026-02-01
16. Oro Recognized 5 Years Running in the Gartner 2025 Magic Quadrant™ — Oro, Inc. (official), 2026-03-18
17. OroCommerce Employee Directory, Headcount & Staff | LeadIQ — LeadIQ
18. Top 10 SAP Commerce Cloud Alternatives 2026 — PeerSpot
19. 15 Best B2B E-Commerce Platforms in 2026 with Comparison Table — WizCommerce
20. OroCommerce Reviews 2026: Details, Pricing, & Features | G2 — G2
21. Oro reels in $13M for its business-to-business commerce applications — SiliconANGLE, 2023-01-19
22. Oro Raises $13M in Growth Funding — FinSMEs, 2023-01-20
23. Oro Raises $13 Million in Funding — Los Angeles Business Journal, 2023-01-30
24. A platform vendor scores $13 million — B2B eCommerce Association
25. OroCommerce Customer Reviews 2025 | SoftwareReviews — SoftwareReviews (Info-Tech Research Group), 2026-05-04
26. Top 10 OroCommerce Alternatives & Competitors in 2025 | G2 — G2