Releasit Seller Story

For millions of shoppers, the most trusted way to buy online is still the simplest one: pay when the package arrives.

Cash on delivery powers a huge share of e-commerce across Latin America, Southern Europe, South Asia, and the MENAT region. But the tools merchants use were rarely designed with it in mind. Releasit set out to change that, building the software that finally treats cash on delivery as a first-class way to sell, not an afterthought.

This is the story of how it became the category leader and where it goes next as part of Shop Circle.

The challenge

Cash on delivery is not a niche. It is how millions of people prefer to buy.

Across many of the world's fastest-growing e-commerce markets, Latin America, Southern Europe, India, Pakistan, and the MENAT region, cash on delivery remains one of the most trusted ways to pay. Shoppers want to see the product before they hand over money.

But there was a gap.

Shopify powers merchants around the world, yet its native checkout was originally designed around card payments, not cash on delivery. That mismatch created real, daily problems for merchants operating in these markets. Checkout friction. Fake orders. Failed deliveries. High return to origin rates. And a layer of operational cost that card-first merchants rarely have to think about.

These were not minor inconveniences. They were the difference between a profitable order and a loss. The problem was clear: cash-on-delivery commerce needed a solution built specifically for it, not a workaround bolted onto a checkout designed for something else.

The solution

Releasit was built to help Shopify merchants succeed in exactly these markets.

Rather than treating cash on delivery as an edge case, the founder built a suite of apps around its specific realities, improving the checkout experience, increasing conversion, reducing operational risk, and giving merchants more control over their cash on delivery orders.

The focus was narrow on purpose.

By solving the real problems merchants faced every day, the fake orders, the failed deliveries, the friction at checkout, Releasit became the Cash on Delivery category leader on the Shopify App Store. That focus earned trust. The products collected thousands of positive reviews (3K+) and became relied upon by merchants across emerging ecommerce markets.

What set Releasit apart was not breadth. It was deep in a segment most tools ignored.

The acquisition

Shop Circle acquired Releasit to strengthen its portfolio with the leading platform for cash-on-delivery commerce.

The logic was straightforward. Cash on delivery is one of e-commerce's fastest-growing and most underserved segments, where it remains a critical payment method for millions of shoppers. Releasit already led that space. The acquisition brings a market-leading position, deep expertise in cash-on-delivery commerce, and a merchant base built over years of solving a genuinely difficult problem.

With Shop Circle's backing, Releasit can now move faster, investing more rapidly in product development, AI-powered capabilities, international expansion, and merchant support.

The shared goal is ambitious but clear: to build the definitive platform for merchants selling with cash on delivery, helping businesses improve conversion, reduce operational complexity, and grow across emerging markets.

"Cash on delivery is one of the largest opportunities in global ecommerce, yet it has long been underserved. Releasit built the category-defining solution by focusing on the real challenges merchants face every day. We're excited to build on that foundation, invest in the platform, and help even more merchants succeed in these high-growth markets."

Carlos Villanueva, Releasit General Manager

The future

Today, Releasit supports more than 130,000 merchants across more than 20 languages and helps process over 15 million cash-on-delivery orders every month. What started as a solution to improve the cash-on-delivery checkout experience has grown into a broader platform that supports merchants throughout the entire cash-on-delivery purchase journey.

As part of Shop Circle, that direction continues, with sharper focus and more resources behind it. The priority remains high-growth cash-on-delivery markets across the Middle East, North Africa, South Asia, Latin America, and Southern Europe. AI will play an important role in what comes next. Not as a bolt-on feature, but as a layer that helps merchants optimise their stores, make better decisions, and automate everyday workflows through intelligent recommendations and insights.

The combined team will accelerate the development of new capabilities while protecting what merchants already value: simplicity and reliability.

The long-term vision stays consistent. Build the leading platform for cash on delivery commerce, and help merchants increase conversions, reduce operational challenges, and grow their businesses in the markets where cash on delivery still matters most.