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Foap: The Microstock Giant You've Never Heard Of
A $14.8M revenue photography platform operating in the shadows of the industry giants
In a world dominated by Getty Images and Shutterstock, a Polish startup quietly built a $14.8M revenue photography empire by turning every smartphone into a potential stock agency. This is the story of Foap—and why it matters.
"Foap didn't disrupt photography—they democratized it by putting a stock agency in every pocket."
The Crowdsourced Revolution
Foap's model is deceptively simple: let anyone with a smartphone upload photos, curate through missions from brands like Pepsi and Nivea, and split revenue 50/50. With 106 employees generating $14.8M, that's ~$140K revenue per employee—impressive efficiency for a photography platform. While competitors like EyeEm struggled, Foap found the sweet spot between amateur accessibility and professional quality control.
The Trustpilot Paradox
Here's the contradiction: 2.5/5 stars from 46 reviews suggests user frustration, yet the business scales to $14.8M. This reveals the platform's true positioning—it's not a consumer product but a B2B2C marketplace. Photographers complain about low payouts (standard in microstock), while brands get affordable, authentic content. The low rating isn't a bug; it's the economics of crowdsourcing working as designed.
The tech stack tells a pragmatic story: jQuery, Bootstrap, and core-js suggest a battle-tested foundation rather than bleeding-edge innovation. Hotjar and Google Analytics indicate obsessive optimization, while LinkedIn Insight Tag reveals their B2B recruitment focus. This isn't a startup chasing shiny objects—it's an engineering team focused on conversion and retention.
- Mission-based monetization: Brands pay for specific content, photographers earn from sales and contests
- The 50/50 split creates a sustainable marketplace without heavy marketing spend
- Mobile-first architecture (implied by the tech stack) captures the smartphone photography wave
- Founder David Los maintains PR visibility—a rarity for microstock platforms
The Unsexy Billion-Dollar Playbook
Foap proves that in crowded markets, building a focused, efficient machine beats chasing hype. Their $14.8M revenue with 106 employees is a masterclass in sustainable growth.
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Reviews (20)
Grateful 🥹
It was such a pleasure to work with FOAP 🖤
I've received around 5-6 projects…
I've received around 5-6 projects through Foap, and I'm really enjoying this service! The mobile app could be a bit better, but it still functions well. Additionally, the people at Foap are very helpful. I've received a lot of assistance on each project from Jules and Maria, who help me produce videos that clients really love.
I love using Foap and after six years…
I love using Foap and after six years I’ve managed to sell dozens of photos and videos. The recent payment delay was unusual but I did get paid and the admin was very supportive and understanding.
I have been with Foap for many years..,
I have been with Foap for many years and I really enjoy it! Fun missions and good rewards. I have made a lot of Foap-friends through comments on pictures and through the community. Due to this I have found new travel destinations and lots of inspiration from other users! You get to now lots of interesting new places and customs world wide, not just the tourist places. The only downside is that there has been some delays regarding the payments due to problems with PayPal. After sending emails to the support I have received all my payments.
I absolutely love working with Foap!
I've been with Foap for several years now, and I enjoy participating in their missions, being able to win, and selling lots of photos. I have also had opportunities to work with particular brands which have giving me more sales. I love the different kinds of missions or themes which have allowed me to be more creative and expand my skills in photography. Foap has paid me for my sold photos, almost completely up to now, although there were delays. I've always been patient waiting for payments, and I haven't even been reaching out to them. Only until recently, I've emailed them (twice) to follow-up with pending payments. They replied within a week and sent the payments immediately. The only thing I don't like now is the Paypal fee being charged to us which is almost 5% (it used to be free of charge). I hope Foap can make up for this (maybe paying a higher rate per photo) to makeup for this lost income from the sales. Overall, I love Foap and I get to correspond with the staff who are helpful and quick to respond like Artur, Jules and Maria.
Hey Jen! We love working with you too and seeing how your skills grow. We're exploring alternatives to PayPal and hope they better suit your needs. Thank you for your trust and years of collaboration.
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About foap.com
Company Overview
Technology Stack
foap.com uses 17 technologies across their website including PHP, WordPress, Cloudflare, and more.
Programming Languages
PHP
CMS
WordPress
Cloud & Hosting
Cloudflare
Marketing Automation
HubSpot
Advertising
LinkedIn Insight Tag, Facebook Pixel
Analytics & Marketing
New Relic, Hotjar, Google Tag Manager, Google Analytics
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