Background
Fluent Commerce, established in 2013 and headquartered in Sydney, Australia, is a global software company specializing in cloud-native distributed order management systems (OMS). The company's mission is to empower retailers and brands to deliver premium omnichannel fulfillment experiences profitably. By providing flexible and scalable solutions, Fluent Commerce enables businesses to adapt swiftly to the evolving commerce landscape, enhancing customer satisfaction and operational efficiency.
Key Strategic Focus
Fluent Commerce's strategic focus centers on offering a highly customizable, cloud-based OMS that supports various fulfillment strategies, including Click & Collect and Ship from Store. The platform's core objectives are to improve inventory accuracy, optimize order fulfillment, and enhance the overall customer experience. Leveraging a cloud-native architecture with flexible APIs, Fluent Commerce targets retailers and brands seeking agile and scalable solutions to meet the demands of modern commerce.
Financials and Funding
In August 2019, Fluent Commerce secured a $33 million Series B funding round led by Arrowroot Capital, a U.S.-based growth equity firm specializing in B2B software. This investment aimed to accelerate product development, expand global operations, and strengthen the company's market position. By 2021, Fluent Commerce achieved a 129% year-over-year sales growth, reflecting the increasing demand for its OMS solutions.
Technological Platform and Innovation
Fluent Commerce's flagship product, Fluent Order Management, is a cloud-native, highly flexible, and extensible distributed OMS. The platform offers accurate, near real-time inventory availability across multiple locations, order orchestration, fulfillment optimization, in-store pick and pack, customer service, and reporting. In September 2021, the company launched Fluent Order Management Experience (OMX), a low-code platform that allows businesses to tailor the order management experience to fit their specific needs, enabling faster rollouts and greater adaptability.
Leadership Team
- Graham Jackson, CEO: With over 23 years of experience in sales, retail, and technology, Graham previously served as Senior Vice President of APJ and China for SAP Hybris, where he significantly grew the company's market share in the region.
- Darius Coveney, COO/CFO: Darius brings international experience in finance and operations, having held various roles at Macquarie Group across multiple continents. He is responsible for strategy, funding, M&A, operations, HR, and reporting at Fluent Commerce.
- Jamie Cairns, Chief Strategy Officer: Jamie has over 20 years of experience collaborating with partners to introduce new solutions into markets. At Fluent Commerce, he focuses on go-to-market strategies, product development, and financial planning.
- Rob Crowley, CTO: Rob has held various technical roles over the past 20 years, including analyst, consultant, and architect positions. As CTO, he is responsible for translating boardroom strategy into day-to-day delivery and advancing the company's technology roadmap.
Competitor Profile
Market Insights and Dynamics: The order management systems market is experiencing significant growth, driven by the increasing demand for seamless omnichannel experiences. Retailers and brands are seeking flexible, scalable solutions to manage complex fulfillment processes efficiently.
Competitor Analysis: Key competitors in the OMS space include Kibo, Freestyle Solutions, SalesWarp, Brightpearl, and CIN7. These companies offer various order management solutions, each with unique features and market focuses. Fluent Commerce differentiates itself through its cloud-native architecture, flexibility, and rapid deployment capabilities.
Strategic Collaborations and Partnerships
Fluent Commerce has established strategic partnerships to enhance its market position and innovation capacity. In November 2022, the company partnered with Orium, a composable commerce specialist, to help retailers design seamless omnichannel experiences using modern retail technology. Additionally, in early 2024, Fluent Commerce formed a strategic partnership with Aries Solutions, combining Aries' headless implementation expertise with Fluent Commerce's omnichannel capabilities.
Operational Insights
Fluent Commerce's cloud-native, flexible OMS platform provides a distinct competitive advantage by enabling rapid deployment and scalability. The company's focus on customizable solutions allows clients to adapt quickly to changing market demands, enhancing their ability to deliver superior customer experiences.
Strategic Opportunities and Future Directions
Fluent Commerce is well-positioned to capitalize on the growing demand for omnichannel fulfillment solutions. By continuing to innovate and expand its product offerings, the company aims to strengthen its market presence and support retailers and brands in navigating the complexities of modern commerce.
Contact Information
- Website: fluentcommerce.com
- LinkedIn: Fluent Commerce LinkedIn
- Twitter: @fluentcommerce
- Facebook: Fluent Commerce Facebook
- Instagram: Fluent Commerce Instagram
