In the high-speed world of e-commerce, a single glitch can cost millions. An empty cart, a broken checkout button, or a malfunctioning product filter can send customers packing in seconds. And that’s where Noibu, the next up-and-coming player in business software services, comes in.
Noibu was founded in Canada and is changing how e-commerce brands detect and repair website errors in real-time. Their target is simple: provide online retailers with actionable technical insights to increase revenues. This is the startup story of Noibu, who went from a small tech-enabled operation to one of the go-to tools for e-commerce companies worldwide.
What Is Noibu?
Noibu is a B2B SaaS (software as a service) solution that detects prioritizes, and resolves e-commerce errors without needing technical end users to reproduce them.
Noibu differs from the traditional monitoring tools that often depend on user feedback or developer speculation by automatically identifying front-end and back-end website problems, flagging them, and adding priority according to revenue impact, urgency, and frequency.
Their clients include household names such as Guess, Champion, and Steve Madden, all of whom count on Noibu to protect online conversions and provide seamless customer experiences.
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Founding Story: The Birth Of Noibu
Noibu co-founders Ben Bouchard and Noah Davis started the company in Ottawa, Canada, in 2017. At the time, the startup was all about using 3D virtual tours to help boost retail sales — like an early metaverse for shopping.
But Ben and Noah pivoted after seeing how hard it was for retailers to spot bugs that disrupted the seamless online shopping experience. They spotted an even more significant pain point: error checking and fixing in e-commerce platforms.
Most retailers were unaware of errors draining their revenue or lacked a systematic approach to prioritizing and fixing them. This is how the new Noibu was born—an innovative platform that acts as an error monitoring and diagnostics engine for e-commerce websites.
Their timing was impeccable. With the e-commerce boom of 2020 and beyond, the website performance and user experience became mission-critical for every retail brand.
Noibu‘s Mission
“To enable e-commerce companies to defend their revenue by automatically detecting and fixing errors that ruin customer experiences.”
Noibu’s platform is designed strategically for both technical teams and business users. It is a translator between developers who fix the code and executives who care about revenue, helping them cooperate with precise, actionable data.
How Noibu Works: Core Features
What sets Noibu apart is its non-intrusive, plug-and-play integration and powerful data insights. Here’s a summary of its main features:
1. Error Detection in Real Time
Noibu tracks e-commerce sites around the clock and automatically flags problems — whether it’s a JavaScript error, a payment gateway problem, or something that breaks the user interface.
2. Revenue Impact Analysis
Each error is ranked according to its potential or actual impact on revenue, enabling teams to prioritize what needs fixing first.
3. Developers Technical Context
Noibu also offers technical logs, stack traces, and replay data, so developers aren’t wasting time trying to reproduce bugs — they can go straight to fixing.
4. Session Replay and Timeline
Replay a user’s journey with session playback and observe where an error occurred—giving you total transparency into the customer experience.
5. Seamless Integration with Developer Tools
Noibu integrates super smoothly with applications such as Jira, Slack, and GitHub, enabling developers to convert errors into tickets with one click.
Global Reach and Market Expansion
Starting from Canada, Noibu soon made waves across North America and Europe as e-commerce brands rushed to optimize digital experiences during the pandemic.
Noibu is already trusted by hundreds of online retailers across verticals, including:
- Apparel & Fashion (e.g., Guess, Gymshark)
- Beauty & Cosmetics (e.g., Glossier)
- Electronics
- Home & Furniture
And with its multi-language support, enterprise scalability, and GDPR compliance, it is poised for a world takeover in e-commerce observability.
Growth and Milestones:
- 2017: Noibu launches in Ottawa, Canada.
- 2019: Shift to error monitoring for e-commerce.
- 2020: Explosive growth when online shopping becomes essential in a pandemic.
- 2021: Funded by investors, including MaRS IAF, BDC Capital, and Telegraph Hill Capital.
- 2023: Widening customer base in Europe and the U.S.
- 2024: Introduced AI-powered prioritization to save even more triage time for the development teams.
They are seeing growth in the triple digits yearly and have been doing it several times while doubling their team size.
Leadership Team:
- Noah Davis – Co-founder & CEO
Noah is a graduate of the University of Ottawa and brings business strategy and tech acumen to the company. - Ben Bouchard – Co-founder & Chief Product Officer
A user-centric solution leveraging real e-commerce friction points. This product vision comes from Ben.
The supporting leadership team includes veterans from Shopify, Klaviyo, and Lightspeed.
Innovation & AI Capabilities
Noibu added AI-driven error prioritization in 2024, leveraging machine learning models to:
- Predict the impact of errors before they occur
- Recommend the optimal route to resolution
- Aggregate error patterns that are common across devices, browsers, and user behavior
These AI tools significantly reduce your MTTR (mean-time-to-resolution) and allow development resources to focus on building new features, not chasing down bugs.
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Who Uses Noibu?
Noibu caters to e-commerce teams of all sizes but excels particularly in the following:
- Mid-market and enterprise retailers that strive for checkout painlessness.
- Marketing and analytics teams who require clean, unhindered data flows.
- Development teams that want insights into errors without investing hours debugging them.
Some key customers include:
- Steve Madden
- Champion
- Guess
- Aldo
- Rockport
None of these brands would have identified and fixed the issues that would have cost them thousands of dollars an hour in lost sales without Noibu.
Awards and Recognition
- Best Startup in SaaS in Canada – TechTO
- Best E-Commerce Software – Canadian Business Awards
- Top 50 Canadian Startups to Watch – Betakit
Examples of their work can also be found on TechCrunch, Forbes, and VentureBeat.
Culture and Work Ethic
Noibu has a remote-first culture and has strong values around collaboration, ownership, and customer obsession. Their team is spread across North America and Europe, with hubs in Toronto and Ottawa.
The company actively supports:
- Mental wellness
- Remote work flexibility
- Diversity and inclusion
- Open-source contributions
They have a flat hierarchy and create an environment rich in learning and a culture that rewards experimentation.
Social Impact
Noibu is focused on accessibility as an essential element of technology. They collaborate with local schools in Ottawa and Toronto to provide internship opportunities and training sessions to budding developers and data scientists.
They also support STEM education and mentorship programs for Canadian youth that are underrepresented in those fields.
Future Roadmap
In the future, Noibu will be:
- Release a mobile error–tracking SDK
- Enter APAC and Latin American markets
- Provide e-commerce performance issue predictive analytics
- Integrate with e-commerce platforms like Shopify Plus, Magento, and Salesforce Commerce Cloud
As e-commerce usage is forecasted to reach $8 trillion worldwide by 2027, Noibu is on track to becoming the default observability layer for every major online store.
| Attribute | Details |
| Founded | 2017 |
| Founders | Ben Bouchard and Noah Davis |
| Headquarters | Ottawa, Canada |
| Category | E-Commerce Error Monitoring Software |
| Clientele | Steve Madden, Guess, Champion, Aldo, etc. |
| Key Strength | AI-driven error detection with revenue impact |
| Business Model | B2B SaaS |
| Funding | Backed by MaRS IAF, BDC Capital, Telegraph Hill |
Conclusion
Noibu is not just a tool; it’s a safety net for modern e-commerce. With online competition heating up and customer expectations at an all-time high, brands cannot afford broken experiences. As the silent guardian of revenue, Noibu prevents errors and protects all clicks, swipes, checkouts, and profit margins.
With innovative technology, actionable insights, and a passion for customer success, Noibu is on the path to becoming a global leader in digital experience monitoring for retail.
