Above and beyond the basics with powerful marketing and merchandising features to drive growth through unique customer experience.


No design limitations

Swell is API-first, enabling online storefronts and shopping experiences to be created with any web, mobile, or VR/AR technology.

Visual storefront editor

Customize the look, feel and functionality of your online store, without code. Preview your changes and click "Publish" to go live.

Managed or self-hosted

Get started with a hosted store, or take full control with a custom store or app hosted on your own servers.

Hire an expert

Looking for an expert to design and build your store? Reach out and we'll introduce you to a partner that fits your needs.


Credit cards and more

Swell integrates with the most popular credit card payment gateways like Stripe, Braintree, Authorize.Net, and WorldPay. Add PayPal and Amazon Pay in just a few clicks.

Abandoned cart recovery

Send your customer an email reminding them their cart is waiting. Optimize your recovery with up to 5 automated emails in a series.

Guest checkout

Boost sales by allowing customers to checkout without logging in or creating an account.

Custom checkout

Use the Storefront API to build a unique experience for your customers.

Saved cards and addresses

Make it easy for repeat buyers to checkout quickly by givng them the option to save credit cards and shipping addresses to their account.

Flexible shipping rates

Set up flat or tiered shipping rates by weight and/or location. Optimize conversion with real-time calculated rates from UPS, FedEx, or USPS.

Offline payments

Offer customers alternative payment methods like Cash On Delivery, bank transfer, and in-store pickup.


Order editing

Edit order items and discounts before or after an order has been finalized.

Payments and refunds

Apply payment adjustments to orders to provide full or partial refunds, and request additional payments from customers if needed.

Flexible fulfillment

Manage order fulfillment with ease and keep customers in the loop with line item shipment tracking.

Customer profiles & metrics

Keep track of customer details and order history. See lifetime value and other metrics to give you insight into their buying behavior.

Saved credit cards

Allow customers and support staff to speed up the checkout process with saved credit cards, without having to deal with PCI-DSS compliance.

Draft orders

Quickly support customers by phone, email, and chat by creating orders from the admin dashboard.


Product variants

Track unique product variations with unlimited product options and attributes. Track inventory of each variant in real-time.

Wholesale pricing

Use price rules for specific customer groups like wholesale accounts/VIPs, and offer tiered pricing with minimum quantity limits.

Custom options

Allow customers to select free or addon product options—perfect for customizations or made-to-order items that aren't kept in stock.

Product attributes

Create unlimited custom attributes to display on product pages. Hidden attributes can also be used for admin purposes or special cases.


Sell products as a bundle of several other products, and keep track of inventory piece by piece.

Cross-sells and up-sells

Create up-sells to show on product pages and encourage larger orders. Create cross-sells to make last-minute special offers at checkout.

Unlimited products

There's no limit to the number of products or variations your store can sell.

Bulk editing

Manage hundreds or thousands of products with ease using bulk update features.

Categories and sub-categories

Create simple or complex category trees to suit a wide range of store designs. Manage it all with a simple drag and drop interface.


Recurring orders

Offer customers subscription products with recurring orders on a monthly, yearly, or custom schedule.

Upgrade or downgrade

Swell makes it easy for subscribers to upgrade or downgrade plans with prorated invoices to keep things simple.

Flexible checkout options

Subscription products can be added to a cart like any other product, or have a custom checkout flow.

Auto retry payments

Automatically retry failed credit card payments on a schedule to maximize subscriber retention.

Invoice items

Add one-time or recurring items to a subscription, supporting add-ons and other unique use cases.

Card expiry notifications

Reduce failed payments by automatically notifying customers when their card is expiring soon.


Coupon codes

Create coupons with multiple codes to offer discounts on order total, shipping, specific products, or categories.

Limited time only

Specify a date and time range for a discount to begin and end.

Bulk coupon generation

For direct mail or vouchers, auto-generate hundreds or thousands of coupon codes and export to a spreadsheet for printing.

Store-wide discounts

Set up promotional offers with discounts that apply automatically at checkout. Store-wide discounts can also be combined with coupon codes.

Usage rules

Limit discounts to be once per customer, once per code, or usable only by specific customer groups.

Discount rules

Create rules like minimum order total or quantity, excluded product categories, specific shipping methods, or add to cart when applied.


Quick stats

Get an overview of your orders, active discounts, and gross revenue. Compare your stats with the previous period to find trends.

Sales reports

Analyze store performance with a detailed sales report offering insight into what's selling and what's not. Filter it by product, customer, coupon, and more.

Customer reports

Learn about customer behavior with reports on first-time vs returning customers and trends over time.

Finance reports

See detailed info on payments by type and taxes by location.

Data export

Export data in CSV format for analysis in other tools, or sharing with your accountant.


Storefront API

A flexible API allows for retrieving products, managing customer accounts, and building custom checkouts.

Headless ecommerce

Want to go beyond themes? Swell's server-side API makes it possible for developers to build a completely custom storefront.

Git-based hosting

Use git to push and pull theme changes for an efficient and enjoyable workflow.

Custom fields

Create custom fields on any model from orders to products, to store data from external systems and support a wide range of customization needs.

Custom data models

There's no limit to what you can build with custom data models, adding entirely new capabilities to your ecommerce system.

High performance

Engineered from the ground up for speed and reliability, with average API response times below 10 milliseconds.