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A2X Is Growing, In More Ways Than One.

November 4, 2021

Welcoming Hubdoc and Google alumni to the A2X leadership team and celebrating over half a billion orders processed by A2X customers globally.
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I’m not the biggest fan of leadership announcements. Too much focus on the person or the company rather than the customers and partners they serve. But if someone joins a party, community or any group, it’s only polite to say hello.  

To that end, I’m Jamie McDonald 👋, and I’m joining the A2X team as CEO, along with my long-time business partner Jamie Shulman as Head of Accounting, and Dave Resnick as Chief Commercial Officer. Now, if you’re wondering to yourself “what is A2X?”, “who are these people?”, or “why does this matter to me?”, read on. I’ll do my best to answer all these questions and more.

What is A2X?

A2X is the leader in ecommerce accounting automation. We’ve helped tens of thousands of ecommerce merchants and their accountants and bookkeepers automate their revenue reconciliation accurately.

Founded in 2014, A2X was created to solve a problem that the founders were living with every day: accurately reconciling revenue from their Amazon store to Xero was complex and time consuming. So Ashley and Paul built software to solve their problem. They took sales data from Amazon, categorized it and created a journal entry that matched a bank deposit in Xero, helping them save hours a month and improve the accuracy of their accounting. The business grew and so did the product. Now, A2X supports sellers on Amazon, Shopify, Walmart, Etsy, and eBay reconciling data to Xero, Quickbooks, and Sage accounting platforms. More to come in the future.

Why does it matter? With A2X, ecommerce businesses and their advisors can accurately reconcile revenue in a fraction of the time. Accurate financials lead to better business decisions. Better business decisions lead to enduring and successful small businesses. And small businesses drive the global economy.  

Ecommerce businesses using A2X around the world have processed over 700,000,000 orders and reconciled over 3,000,000 settlements. Now that’s something to celebrate. It’s a testament to our customers, their teams, their accounting and bookkeeping partners and dedication to their customers.

And this is just the beginning. It’s estimated that retail ecommerce sales will surpass $5.5 trillion USD by 2024 and will account for 22% of total global retail sales. That’s why we’re growing our leadership team and strengthening our relationships with accounting and bookkeeping partners. As online sales increase and merchants sell on multiple channels, accounting gets more complex. We’re dedicated to building a product and a service that can eliminate that complexity and allow online businesses to thrive.

Welcoming Jamie McDonald as CEO, Jamie Shulman as Head of Accounting and Dave Resnick as Chief Commercial Officer

For those that don’t know Jamie and me, we met in grade school and are long time business partners. In 2014, we launched Hubdoc, a cloud accounting application that Xero acquired in 2018. We had quickly learned how important accurate accounting was to the success of small businesses. It only took us a few more years to realize that technology alone seldom got the job done. It is the accountants and bookkeepers wielding the technology that are the true key to accurate accounting and small business success.

That’s why we feel fortunate to be joining the A2X team. The team just gets it. We’re passionate about our customers, a community of forward thinking accounting and bookkeeping partners, and a merchant base that includes some of the world’s most successful ecommerce sellers.

We’re joining to support the company as it scales to meet the growing demand from ecommerce businesses and their accountants and bookkeepers. For me, that means helping to build a world-class engineering and product team as well as scaling operations in a fully distributed global software business. And for Jamie S, it means doubling down on our accounting and bookkeeping ecosystem, partnerships, and community.

One of the first people we’ve brought onboard is Dave Resnick as Chief Commercial Officer. Previous to A2X, Dave ran Google’s global relationship with Shopify. Working with Shopify and Google, he truly understands the challenges and opportunities facing ecommerce businesses today. And he knows how to scale.

A2X founder Paul Grey isn’t going anywhere. He will continue as Director and Board Chair and will play a pivotal role in business and product strategy. I look forward to partnering with Paul on this next chapter for A2X.

What does this mean for you, our customers and partners?

One thing is for sure, continue to expect the high level of support and care that you’ve experienced up to this point. We’re not looking to change what works but to build on top of it. This means ensuring product reliability as we scale, building more functionality for ecommerce businesses, increasing support for multi-channel product sellers and working closely with accounting and bookkeeping partners to level-up our partner program and roadmap. We’re thrilled to be on this journey with you.

Want to learn more about A2X and join us on the journey? Email me directly at I can’t wait to hear from you.

If you’re an accountant or bookkeeper that’s new to A2X, please join Jamie Shulman on November 16th for a Partner Webinar. He’ll walk you through A2X and our partner program, answering questions along the way. And in the spirit of supporting online merchants, we’re also giving away a $500 Amazon gift card to one lucky attendee.

Why leave it there?

To register for the partner webinar

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