Pixel Union

About Pixel Union

Pixel Union is a design and technology company focused on the e-commerce sector, specifically creating digital products for platforms like Shopify, BigCommerce, and Tumblr. Founded in 2009 in Victoria, Canada, the company initially gained traction by developing themes for Tumblr and WordPress before shifting its focus to the growing e-commerce market in 2011 by introducing its first theme on the Shopify marketplace.

The firm was originally founded by the technology holding company Tiny in 2009. A majority stake was sold to Teligence Capital in 2014, with Ben Moore taking on the role of CEO. In 2019, Tiny, alongside other investors, reacquired the majority stake from Teligence Capital. This strategic move was followed by the formation of WeCommerce in October 2019, a company created to acquire Shopify-related businesses, with Pixel Union becoming a foundational portfolio company. WeCommerce later went public on the Toronto Venture Exchange. In 2023, WeCommerce completed a vertical amalgamation with its subsidiaries, including Pixel Union Design Ltd., to streamline its corporate structure.

Pixel Union's business model centers on the design, development, and sale of premium e-commerce themes and applications. Revenue is generated from the one-time purchase of these themes and recurring subscriptions for its apps. Their products are known for their aesthetic design and functionality, aimed at helping merchants enhance their online storefronts, build their brand, and increase sales. Key products include popular Shopify themes like Empire, Atlantic, and Grid, as well as apps such as Pixelpop for pop-ups and Wholesale Club for B2B pricing. The company serves a wide range of clients, from first-time entrepreneurs to large enterprises. Over the years, the business expanded from themes to include custom web design and development services and later a suite of Shopify apps, responding to identified merchant needs. In 2022, to create more focused entities, Pixel Union's apps division was rebranded as Orbit, and its agency services division became Knit, with Pixel Union continuing to focus on its core theme business, all under the WeCommerce umbrella.