Built for marine retail.
Not adapted for it.
PriceTool exists because the marine equipment industry has a pricing problem that generic software does not solve. Enterprise PIM systems are overbuilt and overpriced. Spreadsheets are underpowered and error-prone. Marine retailers deserve tools built for how they actually work — with the suppliers they actually use, in the formats those suppliers actually send.
The problem we set out to solve.
Marine equipment retailers live in a world that most software companies do not understand.
Every supplier sends a different file.
Harken uses one column layout. Lewmar uses another. There are dozens of marine hardware suppliers, and each one has its own format. Retailers maintain a spreadsheet template for every supplier just to normalize the data — before they even start pricing.
MAP enforcement is non-negotiable.
Manufacturers like Harken and Lewmar enforce minimum advertised pricing. One violation on Amazon can cost a dealer their authorized status. Manual MAP checking across thousands of products and multiple channels is a ticking time bomb.
Multi-channel pricing does not work in spreadsheets.
Different channels have different fee structures, different markup requirements, and different file format specifications. Most marine retailers either sell on one channel or accept pricing inconsistencies across multiple channels because the manual work is too much.
The existing tools do not fit.
Enterprise PIM and ERP systems cost six figures and require months of customization. Shopify apps handle pricing for generic retail, not for marine hardware with MAP enforcement, UOM variant pricing, and dozens of supplier formats. There was no tool designed for this specific workflow.
PriceTool was built to fill that gap.
A pricing engine for a specific industry.
PriceTool is not a general-purpose PIM. It is a pricing automation tool purpose-built for marine equipment retail. That specificity is the point.
Dedicated supplier format transformers
Not a generic CSV reader — individual transformers built to each supplier's exact file structure. When Harken puts MSRP in column F, the Harken transformer knows that. When Lewmar uses completely different column names, the Lewmar transformer handles it.
MAP and MSRP enforcement
Not as an optional check, but as a hard enforcement built into the pricing calculation pipeline. Prices physically cannot go below MAP. Built-in, not bolted on.
Multi-channel pricing
Different markups, different rounding rules, different product assortments per channel. All from one master catalog. All updated simultaneously when a supplier file is processed.
Data quality protection
Version control, rollback, duplicate detection, mass discontinuation protection, and complete change reports. Because when you are managing pricing for 10,000 products, one bad file can do real damage.
694 automated tests ensure the system works correctly across every combination of supplier formats, pricing models, and channel rules.
Marine equipment retailers from 2,000 to 100,000+ SKUs.
PriceTool is designed for marine equipment retailers and distributors who:
- Buy from multiple wholesale suppliers — the more suppliers, the more painful the manual workflow, and the more value PriceTool delivers
- Sell on one or more online channels — whether that is a Shopify store, ASPDNSF, Amazon, eBay, or a combination
- Currently manage pricing with spreadsheets — and have accepted that it takes 40+ hours per supplier update, that MAP checking is imperfect, and that January is lost to repricing
Whether you carry 2,000 SKUs from 5 suppliers or 100,000 products from 300 suppliers, the core problem is the same. PriceTool scales across that range.
Built and growing.
We are transparent about what exists today and what is coming. If a feature is listed as "coming soon," it is in development. If it is listed as "supported," it is production-ready and tested.
Production-ready today
| Capability | Status |
|---|---|
| Dedicated supplier format transformers | Supported |
| Pricing engine — 3 models, 6 rounding rules | Supported |
| MAP / MSRP enforcement | Supported |
| Multi-channel product & pricing management | Supported |
| UOM packaging variant creation & pricing | Supported |
| Version control, rollback, change reports | Supported |
| ASPDNSF channel export (full product + price-only) | Supported |
| 694 automated tests | Active |
In active development
| Capability | Status |
|---|---|
| Shopify channel export | Coming soon |
| BigCommerce channel export | Coming soon |
| Amazon channel export | Coming soon |
| eBay channel export | Coming soon |
| Magento channel export | Coming soon |
| WooCommerce channel export | Coming soon |
| Web-based interface | Coming soon |
Research is complete for all six channel exporters listed above. Development is underway.
Build for the specific problem, not the general market.
Marine retail is a niche. The total addressable market is small compared to general e-commerce. That is exactly why generic tools underserve it — the market is not big enough for Salesforce or Shopify to build marine-specific features.
But for the retailers in this niche, the pain is acute. Forty-hour repricing cycles are real. MAP violations are real. Lost margin from stale prices is real. January pricing season is real.
Precision-built for one industry
PriceTool is built on a simple premise: a tool designed for the specific workflow of marine equipment pricing will always outperform a general tool adapted for it. Every feature, every supplier transformer, every pricing rule was built because a marine retailer needs it — not because a product roadmap said to build it.