01
Built in production
Every feature ships to Oly, Tigoo or Nutri first. If it doesn't survive our own stores, it doesn't ship to yours.
// about
A Swedish tech company built by an operator tired of choosing between Shopify and a re-platforming project.
Velicoo is a Swedish tech company. We run three real stores in production: Oly Europe (B2B wholesale, 12+ countries), Tigoo (D2C supplements — SE, DE, NL and EU) and Nutri (D2C health, multi-country, ~115k customers — live at nutri.se after a Shopify cutover). Every feature ships there first and only then becomes part of the platform. Small team — by design — and you talk to them, not a sales engineer. Built in Sweden. Data in the EU.
Why this exists
The author has run e-commerce stores for years. The pattern always rhymed: start on a friendly platform; outgrow it; pay for a B2B add-on that bends but doesn't fit; pay an ERP integrator twice; eventually face a year-long re-platforming project that nobody wants to sign off on.
Velicoo is the third option. Multi-tenant from day one, so B2B and D2C run on the same codebase. PIM inside the platform. Content, locales, knowledge and support are part of how the product works — not a consulting workstream. VIES validation, net-terms invoicing, RFQ and contract pricing are part of the schema, not bolted on top.
We're opening it up to other small and mid-size distributors because the same problems keep showing up. If we've already solved most of them, you shouldn't have to.
how we work
Six principles, written down so they're hard to drift from.
02
Assist built in
Content, locales, lexicon, support and moderation are day-to-day — with EU AI Act provenance. Never a workshop that ends at go-live.
03
No vendor lock-in
Source-available on Growth and above. Export your data anytime. Self-host on your own infra if you'd rather.
04
EU-first compliance
GDPR, ePrivacy, EAA, EU AI Act, ViDA. Regulation treated as design constraints, not paperwork at the end.
05
Operator-led roadmap
The roadmap is shaped by what real stores need. Nothing on it because a procurement consultant said so.
06
Talk to a human
No tier-1 ticket queue. You email or call and reach the person who built the feature you're asking about.