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Smith: The Performance Commerce Engine
How a 479-person agency is quietly building the future of B2B2C digital infrastructure
In a world drowning in generic digital agencies, Smith.co isn't just building websites—they're engineering revenue engines. With 479 employees and $149.7M in revenue, they've positioned themselves as the performance commerce specialists for B2B, B2C, and B2B2C clients who are tired of empty buzzwords and want measurable outcomes.
"Smith doesn't just execute digital projects—they build performance commerce infrastructure that transforms how businesses operate and engage customers across every channel."
The B2B2C Specialists
While most agencies pick a lane—either B2B or B2C—Smith has mastered the complex B2B2C space where manufacturers sell direct to consumers, wholesalers manage retailer relationships, and brands orchestrate multi-tier partnerships. This isn't just service expansion; it's architectural thinking applied to commerce ecosystems. Their 479-person team operates as a unified capability engine rather than siloed departments, allowing them to map the entire customer journey from first touchpoint through complex B2B procurement cycles to B2C fulfillment.
The Performance Paradox
Here's what's provocative: Smith's revenue ($149.7M) with 479 employees suggests approximately $312K revenue per employee—a strong metric for a services business. But the real story isn't in the math; it's in the positioning. They've branded themselves as 'The Performance Commerce People,' which is either brilliant differentiation or a dangerous trap. In an industry where performance is subjective, Smith is betting that their end-to-end capabilities—from analytics (James Saulsbury's team) to architecture (Santosh Gajul's domain)—can actually deliver measurable outcomes, not just pretty interfaces.
Their tech stack reveals a pragmatic approach: jQuery and Bootstrap for stability, Tailwind CSS for modern UI development, Vite for build optimization, and Google Analytics for measurement. This isn't a bleeding-edge stack chasing every framework—it's a battle-tested toolkit optimized for delivery velocity and client maintainability. The inclusion of Priority Hints and Lazy Loading shows they're thinking about performance at the infrastructure level, not just the design layer.
- B2B2C architecture expertise: They don't just build for one business model—they orchestrate complex multi-tier relationships
- Performance-first methodology: Every engagement is measured against business outcomes, not just launch dates
- Full-stack capability: From analytics to architecture, they own the entire commerce technology lifecycle
The Quiet Giant in Performance Commerce
Smith represents the evolution of the digital agency: from creative shop to technical powerhouse. For founders and investors, they're a case study in how to build a sustainable, high-value services business without chasing venture capital or hype cycles. The question isn't whether they're successful—it's whether the market will recognize their model before competitors catch up.
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Performance Commerce Agency - Smith
Smith is a digital commerce agency creating unparalleled experiences and delivering better business outcomes for B2B, B2C, and B2B2C clients.
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About smith.co
Smith is a digital commerce agency creating unparalleled experiences and delivering better business outcomes for B2B, B2C, and B2B2C clients.
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smith.co uses 16 technologies across their website including PHP, Contentful, WordPress, Cloudflare, and more.
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PHP
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Contentful, WordPress
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Google Tag Manager, Google Analytics
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Lazy Loading, Priority Hints
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smith.co receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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