From Spreadsheets to Automation How Curated Transformed Their Backend with Flxpoint

An expert-driven buying experience meets enterprise-grade automation

When Curated set out to reinvent the buying experience for outdoor sports and beyond, their goal was simple: give every shopper the personal guidance of an expert. But building that vision at scale meant solving complex ecommerce logistics behind the scenes. With rapid category expansion, vendor onboarding needs, and the demand for real-time inventory accuracy, Curated needed more than a flexible frontend—they needed a backend built for speed, scale, and reliability.

That’s where Flxpoint came in.

From Winter Sports Niche to Full-Fledged Marketplace

Founded in 2017, Curated began by focusing on winter sports like skiing and snowboarding. As the brand found traction with expert-assisted shopping, it quickly expanded into golf, tennis, hiking, camping, kitchen products, coffee, baby gear, and more. But that expansion came with operational complexity.

In the early days, Curated relied entirely on an overseas fulfillment team to handle order placement. Every purchase required a manual touch, and the backend tech stack wasn’t built to keep pace with growth.

When Curated began scaling aggressively and looking to capture more market share from legacy retailers, the team knew it was time to rethink how their marketplace operated. They needed a scalable system that could automate dropshipping, maintain accurate inventory data, and integrate seamlessly with vendors of all types.

Building a Marketplace the Smart Way

With the decision to expand into a true marketplace model, Curated turned to Flxpoint for a modern solution that could automate vendor onboarding, product syncing, inventory updates, and order routing—all while integrating with their existing BigCommerce store.

The Flxpoint platform allowed Curated to quickly scale its backend operations. The result? A faster, easier way to onboard vendors and manage product data without overwhelming their internal team.

Onboarding individual vendors/suppliers can take anywhere from one day to four months depending on a variety of factors, including quality of supplier data, preferred method of integration, communications times with the vendor/supplier, etc.

If Flxpoint is integrating with a Shopify or BigCommerce store to pull in inventory data, it can take as little as one day to accomplish. If it’s a more complex EDI integration, this can take longer.

By utilizing Flxpoint, Curated has been able to scale their dropship business with the ability to onboard new vendors quickly with Flxpoint’s pre-built integrations, also making it possible for Curated to research, develop and launch new categories quickly. In one year, Curated was able to onboard 180 vendors, and there are no plans to slow down.

Since starting in winter sports, Curated has been able to scale and expand to coffee, kitchen, grills, baby products, etc. Thanks to Flxpoint, Curated’s technology allows them to maintain this growth quickly with confidence.