The integration layer that quietly wires up commerce - connecting the apps a merchant already runs.
Every retailer who has ever switched point-of-sale systems knows the quiet dread: what happens to years of sales history, product catalogs and customer records? LinkToAny built a company on making that dread disappear.
Formerly known as ShoppinPal, the Los Angeles-based firm rebranded in 2023 to a name that is also its job description - link any app to any other. It is an integration platform in the mold of an iPaaS (integration platform as a service), aimed squarely at the retail, food and hospitality ecosystem. Where a store or a restaurant runs a tangle of specialized software - a POS, an online ordering system, an accounting package, a loyalty program - LinkToAny is the connective tissue that keeps them in sync.
The company does not usually sell to the corner store. It sells to the platforms the corner store already trusts. Its customers are software application providers and ISVs - the likes of Clover, Intuit, GoDaddy, Shopify, Lightspeed and PayPal - who embed LinkToAny's onboarding and integration tools inside their own products. The result is invisible to most merchants, which is exactly the point. Good infrastructure is the kind nobody has to think about.
Three things sit at the core of the offering: onboarding new merchants onto a platform, migrating a merchant's historical data when they switch systems, and maintaining the connectors that keep everything talking over time. That last part - maintenance - is the unglamorous work most software vendors would rather not own. LinkToAny owns it.
"Build the largest, most affordable portfolio of intelligent integrations across B2B cloud systems."— Sriram Subramanian, Cofounder & CEO
Commerce has fragmented into dozens of specialized apps. Every new merchant means mapping data between systems, and every system switch risks losing history. That friction slows platforms down and stalls revenue.
Software platforms, ISVs and enterprises - Clover, Intuit, GoDaddy, Shopify, Lightspeed, PayPal - whose own customers are SMB retailers, restaurants and hospitality operators.
LinkToAny leans open and affordable, pairs a maintained connector library with hands-on data-ops services, and is rebuilding onboarding and migration as an AI-native workflow rather than a manual project.
Tools that get new merchants live on a platform far faster - reducing time-to-live from weeks or months to days.
Moves historical sales, catalog and customer data when a merchant switches POS or ecommerce systems.
A library of maintained connectors across POS, ecommerce, accounting, loyalty/CRM and ordering, plus bespoke builds.
White-label integrations that partners surface inside their own products under their own brand.
Managed services and sales-engineering support to help platforms design, launch and maintain integration flows without staffing a connector team of their own.
LinkToAny's funding history stretches back to its ShoppinPal era - from early accelerator checks to a $5M seed round in October 2023. Figures below reflect publicly reported amounts.
LinkToAny works across the platforms merchants already run - and lists its migration and integration services on marketplaces like Lightspeed and North Exchange.
B2B SaaS / iPaaS. LinkToAny sells to platforms and ISVs rather than individual merchants, monetizing through usage-based pricing plus services for custom builds, migrations and managed data operations. Integrations are frequently embedded into partners' products and distributed via marketplaces.
It plays in the integration and iPaaS space alongside the likes of Celigo, Workato, Tray.io, Merge and Alloy Automation - but narrows in on commerce, POS and hospitality, where domain-specific connectors and migration know-how are the moat.
A product and engineering veteran who was a PM on eBay/PayPal's roughly $40B Express Checkout product and Engineer #1 at Trustgenix (acquired by HP). His through-line: reduce the friction between a merchant and getting paid.
Cofounder of the company in its ShoppinPal days, part of the team that pivoted a retail-tech startup into a commerce integration platform now branded LinkToAny.
It helps commerce software platforms onboard merchants, migrate data between systems, and connect the apps a business already uses - POS, ecommerce, accounting, loyalty and ordering - through an integration platform.
Yes. ShoppinPal rebranded as LINK / LinkToAny in 2023 to reflect its focus on linking business applications together.
Primarily software platforms, ISVs and enterprises - including names like Clover, Intuit, GoDaddy, Shopify, Lightspeed and PayPal - whose end users are SMB retailers, restaurants and hospitality businesses.
Across multiple rounds, including an early ~$500K seed, a ~$1.07M Series A in 2016, and a $5M seed round in October 2023 with investors such as Expert Dojo.
Headquartered in Los Angeles, with additional presence in San Francisco and Pune, India, and a globally distributed team of roughly 120 people.
Contact: sales@linktoany.com · +1 858-327-3775 · Los Angeles, CA