Skip to main content

Fluent Commerce

Category: AI in Supply Chain / Logistics

A cloud-native, distributed order management system (OMS) designed to provide global retailers with real-time inventory visibility and flexible omnichannel fulfillment. Fluent Commerce was founded in 2013. The company is led by Chad Hooker. Based in Sydney, Australia. Team size: 150-200. Total funding raised: $71.9M. Latest round: Growth round ($30.0M, Feb 2025). Key investors include ["Bain Capital Tech Opportunities","Arrowroot Capital Management","Blue Sky Venture Capital","Qualgro"].

Founded
2013
Headquarters
Sydney, Australia
Team size
150-200
Total funding
$71.9M

Value proposition

Enables retailers to unify inventory across all locations (stores, warehouses, partners) to fulfill orders from the most efficient source, reducing shipping costs and increasing conversion rates.

Products and solutions

["Fluent Order Management (Core DOM platform)","Fluent Inventory (Real-time global inventory positioning)","Fluent Store (In-store pick and pack, ship-from-store, and Click & Collect modules)","Fluent Service (Customer service portal for order modifications and returns)","AI-Powered Fulfillment Optimization (Predictive stock and routing logic)"]

Unique value

Built on a 'headless' and MACH (Microservices, API-first, Cloud-native, and Headless) architecture, allowing for extreme configuration and integration without the rigidity of legacy monolithic systems.

Target customer

Global mid-to-large enterprise retailers, luxury brands, and multi-channel merchants (B2C and B2B).

Industries served

["Retail & E-commerce","Luxury Goods","Fashion & Apparel","Consumer Packaged Goods (CPG)","Sporting Goods","Home & Furniture"]

Technology advantage

Features a low-code 'Rules Engine' that allows business users to change fulfillment logic (e.g., prioritizing eco-friendly shipping or store-based fulfillment) in real-time without deep developer intervention.

How they differentiate

Built on a cloud-native MACH (Microservices, API-first, Cloud-native, and Headless) architecture with a low-code 'Rules Engine' that allows business users to modify fulfillment logic in real-time without developer intervention.

Main competitors

["Manhattan Associates","IBM Sterling Order Management","Salesforce Order Management"]

Key partnerships

["Salesforce (AppExchange partner)","Adobe/Magento","BigCommerce","Amazon Web Services (AWS)","Global System Integrators (Accenture, Deloitte, Capgemini, Publicis Sapient)"]

Notable customers

["LVMH","L'Oréal","JD Sports","Aldo","Woolworths","Prada","Ted Baker"]

Major milestones

["Named a 'Leader' in the Forrester Wave™: Order Management Systems, Q1 2025","Secured AUD $46M (approx. USD $30M) Growth funding from Bain Capital in February 2025","Appointed digital commerce veteran Chad Hooker as CEO in early 2025","Successfully expanded global footprint with major luxury and retail client wins across three continents"]

Growth metrics

Estimated $41.3M ARR (2025); recognized as a market leader by Forrester in 2025.

Market positioning

Enterprise-grade leader in Distributed Order Management (DOM), recognized as a 'Leader' in the Forrester Wave™: Order Management Systems, Q1 2025.

Geographic focus

Global operations with primary focus on North America, Europe (UK, France, DACH), and Asia-Pacific (Australia, SE Asia).

Patents and IP

No public utility patents disclosed; relies on proprietary cloud-native architecture and trade-secret algorithms for distributed order routing.

About Chad Hooker

Chad Hooker is a digital commerce and Order Management System (OMS) veteran with over 20 years of experience in enterprise software sales and delivery. He was appointed CEO of Fluent Commerce in early 2025, succeeding Graham Jackson. Prior to becoming CEO, he served as the company's SVP of Global Channel & Alliances and VP of North America. His extensive background includes leadership roles at Elastic Path Software, Lightwell Inc., and SAP Hybris, where he specialized in scaling global partner ecosystems and omnichannel retail strategies.

Official website: