A white-label commerce platform for Indian D2C brands and retailers — GST tax invoices, UPI, Razorpay and COD, a server-rendered storefront that Google can actually read, and an admin console that runs the whole business. No per-order commission. No rented storefront.
Marketplaces take a cut of every single order, on top of fulfilment and ad spend. On thin D2C margins, a percentage of revenue — forever — is the difference between growing and merely surviving.
Sell on a marketplace and the buyer belongs to the marketplace. No email, no phone, no repeat-purchase data — so every reorder has to be bought again through advertising instead of earned through a relationship.
A hosted store builder holds your catalogue, orders and customer list on its servers, charges per app for features that should be standard, and prices go up with your order volume — not with the value you get.
AshuLabs Commerce is a complete, self-hostable e-commerce platform — storefront, checkout, GST invoicing, payments, shipping, inventory and an admin console — deployed under your brand, on infrastructure you control.
Place of supply captured at checkout, optional customer GSTIN, CGST/SGST for intra-state and IGST for inter-state — plus HSN codes per product and a GSTR-1-style summary your CA can actually use.
Every order, address, email and purchase history sits in your PostgreSQL database. Personal data is encrypted at rest, consent is recorded in a ledger, and erasure requests are a supported endpoint — not a support ticket.
Brand colours, fonts, logo and company name are applied at runtime as CSS variables — no rebuild. Preset themes, per-branch overrides, and the same branding carried through onto invoices, receipts and labels.
Postgres, Redis, the backend, the SSR storefront, the admin console and an Nginx edge come up from a single compose file — on your VPS, your cloud account, or a rack in your warehouse. No cloud lock-in.
Not a starter theme with a plugin bill — a complete, working commerce platform
Catalogue, product detail, categories, search and a journal — delivered as crawlable HTML
Guest or signed-in carts, server-validated prices, coupons, delivery rates and COD
Printable CGST/SGST or IGST invoice per order, generated server-side as a PDF
Razorpay, UPI, Stripe and PayPal — webhook-confirmed, idempotent, with refunds
Delhivery, Shiprocket, Blue Dart and DTDC gateways with AWB and tracking
Per-order reservation ledger, multi-branch stock, transfers and low-stock alerts
Sales trend, channel split, top products, geography — GMV, orders and AOV
Scan-first till, cash-drawer shifts with Z-report, thermal receipts, one inventory
Catalogue, inventory, cart, order, payment, shipping, review, CMS, identity and notification — one deployable platform, no integration project
A fast, crawlable shop under your own domain
Every Indian payment path, safely handled
Compliance that comes out of the box, not a plugin
Run the whole business from one login
It is your brand, everywhere a customer looks
Customer trust engineered in, not promised
The platform is feature-complete. What stands between you and a live store is configuration — not code.
Set your company name, logo, colours and fonts in Settings. The storefront, admin console, invoices and receipts all re-theme at runtime — no rebuild, no redeploy, no developer.
Import your catalogue with HSN codes and GST rates, add your branches and seller GST details, then plug in your own Razorpay/UPI keys and courier credentials. They are your accounts, not ours.
Bring the stack up with one compose command on your own server, point your domain at the Nginx edge, add TLS — and start taking orders with zero commission on every one of them.
An honest comparison of the model — not of any one competitor's price list
| Selling on a marketplace | Rented SaaS storefront | AshuLabs Commerce | |
|---|---|---|---|
| Cost per order | A commission on every sale | Plan fee, often tiered by volume | 0% commission — you keep the order |
| Customer relationship | Belongs to the marketplace | Yours, on their servers | Yours, in your database |
| Where the data lives | Their platform | Their cloud, their region | Your PostgreSQL, your server |
| Brand experience | A listing next to competitors | Themed, within their limits | Fully white-label, source included |
| GST tax invoice | Handled for you, their format | Usually a paid app or plugin | Built in: CGST/SGST, IGST, HSN |
| In-store selling | Not applicable | A separate POS product | POS counter on the same stock |
| If you want to leave | You lose the channel and the buyers | Export what they let you export | Nothing to leave — it is already yours |
A modular-monolith backend on Java 25 and Spring Boot 4 — hexagonal, domain-driven, with a transactional outbox and idempotency keys — behind an Angular 22 storefront that renders on the server. This is the part your customers never see and your business depends on.
Indicative launch pricing in INR, shaped with our first brands. Every tier is 0% commission per order — the only per-transaction fee you pay is your payment gateway's, charged directly to you.
Evaluate the full platform
Your first D2C storefront, live
Multi-branch, online + in-store
Self-hosted, on your infrastructure
Every rupee of every order stays with you. There is no per-order commission at any tier — the platform is the product, your sales are not. The only transaction fee is your gateway's, billed to you directly.
Indian compliance is in the engine, not in an add-on. Place of supply, GSTIN, CGST/SGST vs IGST, HSN codes and a GSTR-1-style summary — with UPI, Razorpay and Cash on Delivery at checkout.
Run it on our cloud or entirely on your own servers with one compose command. Your catalogue, orders and customer list live in your database — there is no exit to negotiate, because you never left.
No. There is 0% commission per order on every tier, including Free. You pay for the platform, not for your own sales. The only per-transaction cost is whatever your payment gateway charges you directly.
Yes. Checkout captures the delivery state as place of supply and an optional customer GSTIN, then the platform issues a printable GST tax invoice that splits CGST/SGST for intra-state and IGST for inter-state orders. Products carry HSN/SAC codes and GST rates, and the admin console exports a rate-slab GST summary plus a GSTR-1 Table-12 HSN-wise summary as PDF and Excel.
Cash on Delivery plus online payments through admin-configurable providers — Razorpay, Stripe, PayPal and UPI (Cashfree). Online payments are webhook-confirmed with signature verification and idempotent handling, refunds are supported in full and in part, and there is a daily settlement reconciliation report against provider records.
Yes — that is the point. The whole platform ships as containers with a single compose file: PostgreSQL, Redis, the backend, the SSR storefront, the admin console and an Nginx edge. Every order, customer and email address lives in your database, on your infrastructure. Nothing sits behind a marketplace.
Yes. The storefront is an Angular application rendered on the server (SSR), so product, category and journal pages arrive as real HTML that Google can crawl immediately, then hydrate in the browser. Your store ranks under your own domain — the search traffic and the brand equity are yours, not a marketplace's.
Brand colours, fonts, logo and company name are configured in Settings and applied at runtime as CSS variables — no rebuild, no redeploy. Preset themes are included, individual branches can override the global theme, and the same branding flows through to invoices, receipts and barcode labels.
Yes. A dedicated full-screen POS counter app runs on the same platform: scan-first checkout by barcode or SKU, cash or card, shift and cash-drawer tally with a Z-report, and thermal receipts. Online and offline orders share one inventory, one order history and one set of reports.
The storefront ships with a consent banner whose decisions are written to a server-side consent ledger, personal data is encrypted at rest, and there are right-to-erasure and preference endpoints. The storefront and admin console are translated through ngx-translate and ship with English and Hindi bundles today; more Indian languages are a translation file, not a code change.
See the platform end to end — catalogue, checkout, GST invoice, POS and the admin console — running with your brand on it. Book a walkthrough and we will show you exactly what you would own.
Tell us about your brand — what you sell, how many SKUs, and whether you also sell in-store. We will set up a personal walkthrough of the storefront, the GST invoicing and the admin console, themed for you.