Smeetz is a European SaaS company offering an AI-powered unified commerce platform for visitor attractions and cultural venues. It brings ticketing, retail, and food and beverage sales together across online and onsite channels in one system. Smeetz uses dynamic pricing and cross-selling to grow revenue, and pairs that with marketing intelligence and performance insights that help venues optimize operations and improve the visitor experience.

Every venue Smeetz onboards as a partner runs its own stack of tools, and getting those systems connected to Smeetz meant building and maintaining a custom integration each time. That work landed on Smeetz's own engineering team, and the cost continued long after the partner went live.

Smeetz had been covering the gap with a general-purpose automation tools like Zapier and a handful of in-house integrations. That kept integration work outside the product and on Smeetz's roadmap. The team saw more value in offering integrations from within Smeetz itself, so a new partner could connect its own systems quickly rather than wait on a custom build.

The integration workload was also limiting the business directly. Because every deal carried its own development and maintenance effort, Smeetz couldn't always take on the integrations a partner required to sign.

Smeetz needed a way to:

Smeetz evaluated a range of embedded and general-purpose automation platforms before choosing Appmixer to power integrations inside its product. With Appmixer embedded, a new partner can connect its own systems to Smeetz directly, without Smeetz building each integration by hand.

The factors that mattered most to Smeetz, in their own ranking:

As a European company itself, Smeetz also valued building on a European platform. Appmixer is now embedded in its product and running in production.

With Appmixer embedded, integration work shifted off Smeetz's roadmap and into the product. Onboarding a new partner no longer starts with a custom build on Smeetz's side.