In development · founding partners onboarding from Q4 2026
TOVIA is an ecommerce operations platform for European brands, distributors and franchise operators. One product master feeds every channel, readiness checks catch the problems before a listing is rejected, and your numbers reconcile across shop, marketplaces and ads.
Built in the EU, for sellers who are not only on Shopify.
What it costs today
A listing is rejected and nobody notices for four days. Stock sells that isn’t there. At month end the shop says one number, the marketplace says another, the ad platform says a third — and you have to pick one to tell your partner.
On two channels in one country, a person absorbs all of that. On five channels in four countries, nobody can hold it, and the cost stops being time and starts being suppressed listings and decisions made on the wrong number.
What you are doing instead
A spreadsheet. Your shop admin plus five browser tabs. An agency. One more person in operations. We think TOVIA beats those once you are past roughly500 SKUs on more than two channels in more than one country — and below that, we will tell you so.
Free, flexible, and the reason most catalogues are correct at all. It stops working when two people edit it and when a channel needs its own version of a field.
Fine on two channels. On five, in four countries, nobody can hold what is missing where.
Authoritative for that marketplace and blind to the others. It tells you after the rejection, not before.
Good at pushing data out. Not the place your product master lives, and not where compliance attributes get resolved per market.
Buys you attention and expertise. You keep paying for it, and the knowledge leaves when they do.
The honest comparison, and often the right one. A person absorbs exceptions software cannot describe yet.
Genuinely rational below a certain size. Most sellers are below it.
Why TOVIA
One canonical product master, with variants and identifiers, feeding N channel dialects, per locale. Title limits, attribute names and required fields differ per channel; you should not have to hold that in your head or in a second spreadsheet.
Checks run against each channel’s rules before you submit, so a rejection becomes a task rather than a surprise. Plenty of tools validate a listing. The difference is what is treated as a blocking check andwhere it has to be true.
The compliance checks are in development; the readiness engine they run on is built.
Reconciliation across sources, with an audit trail of what was matched and what was not — so month end produces a number you can defend rather than a number you chose.
This is designed and not built. It is on the roadmap, it is not in the product, and we would rather you knew that now than after a call.
| Source | Period | Net revenue (EUR) | Δ vs shop |
|---|---|---|---|
| Shop | Jul 2026 | 184 210,40 | — |
| Marketplaces | Jul 2026 | 179 884,15 | −4 326,25 |
| Ads platform | Jul 2026 | 188 002,90 | +3 792,50 |
Every difference opens to the orders and line items that produce it, with an audit trail of what was matched and what was not.
What changes for you
Written as consequences rather than features, and each one names the capability it rests on and the state that capability is in. Nothing here is a number, because on a pre-launch site every number is invented.
A listing rejected on amazon.de is found by your marketplace manager before submission, not by a customer four days later.
Marketplace manager
BuiltReadiness checks before submission
Your catalogue team writes a product once and stops maintaining it in four exports.
Catalogue / PIM manager
BuiltChannel dialects and field mapping
At month end the number you give your partner is the reconciled one, with the differences listed rather than averaged away.
Head of ecommerce operations
PlannedRevenue reconciliation across shop, marketplaces and ads
What scaling actually costs
Not a productivity claim and not a number — a property of the data model. What multiplies when you add a country is the number of rule sets, not the number of catalogues, and rule sets are the thing a system holds well and a person holds badly.
A new market means a new copy of the catalogue, maintained by whoever opened it.
A new market is a set of rules applied to the record you already have.
A new channel means a new export, a new spreadsheet and a new person watching it.
A new channel is a projection and a rule set. The record does not fork.
Growth adds work proportional to channels × markets, and it lands on the same team.
Growth adds rule sets. The catalogue work stays where it was.
Why now
A flat customs duty of €3 applies per item on low-value consignments, assessed by tariff classification. The Commission’s own worked example: five T-shirts are one classification and cost €3; one T-shirt and one watch are two, and cost €6. From 1 November 2026, Product Identifiers must be declared. Your CN codes stopped being paperwork and became a per-variant liability.
European Commission · Taxation and Customs UnionRegulation (EU) 2025/40 replaces the national transpositions of the old directive. Producer registration is per market, and an authorised representative is required where you sell into a country without being established there. Which registration numbers you hold, per market, is now listing data.
Regulation (EU) 2025/40 · EUR-LexUnder the General Product Safety Regulation every online offer must carry the manufacturer and the EU responsible person, with warnings in the language of the market. The Commission’s 2025 Safety Gate report records the highest number of alerts on record and a rise in follow-up actions including marketplace delistings.
European Commission press release IP/26/537We do not use the Digital Product Passport as a reason to act. No delegated act has been adopted for a general product group; the only firm date is the battery passport on 18 February 2027, and it does not apply to most sellers.
What is built, what is not
TOVIA runs today on a local build against synthetic data. There is no production deployment, no live marketplace connector and no customer. Everything below carries the state it is actually in.
Recently shipped
Founding access
Founding partners get pricing locked, direct access to the team and influence over what gets built next. In exchange we need catalogues that are genuinely hard — several channels, more than one country, real compliance attributes.
TOVIA is pre-launch. It runs today on a local build against synthetic data. There is no production deployment, no live marketplace connector and no customer. Every capability on this page is labelled built, in development or planned, and every screenshot is synthetic.
The form is not connected yet. Until it is, emailhello@toviahq.comwith the same information and it reaches the same place.
Seven fields. If TOVIA is not the right answer for you yet, you will hear that from us rather than find it out in month three.