Fluid

Fluid.app is an all-in-one e-commerce platform purpose-built for the direct selling industry. They call their model 'We-Commerce,' a name that captures the relationship-based nature of direct sales — a space where commerce depends as much on human connection as it does on technology.

Where most direct selling companies stitch together disjointed tools (payment processors, commission engines, attribution trackers that rarely talk to each other), Fluid offers a single unified system: checkout, payments, a mobile app, a visual web builder, and operations dashboards under one roof.

At the core of the platform is FairShare, Fluid's representative attribution engine. By fixing the broken attribution links that plague the industry, FairShare ensures that direct selling reps get accurate credit — and commissions — for every sale they influence, restoring trust in the corporate platform. On top of that, Fluid's mobile app ships with Catchups, an AI assistant that monitors contact activity and nudges reps at the right moments to follow up with their networks, amplifying relationships rather than replacing them. And instead of the months-long onboarding that plagues e-commerce migrations, Fluid runs Blitz Week: a four-day on-site engagement at their headquarters where clients map, build, test, and launch their live platform side-by-side with the Fluid team.

Plum partnered with Fluid under a team augmentation model, embedding directly into their product and engineering organization to help build out many parts of the ecosystem. Our team worked shoulder-to-shoulder with Fluid across multiple surfaces of the platform, aligned to their cadence, tooling, and standards.

Among the areas we contributed to are Droplets, the modular web building blocks reps use to compose their storefronts; the Fluid Mobile App, the day-to-day companion for direct selling reps; and Connect, the communication and engagement layer that keeps reps and their networks in sync.