Independent shops on Square or Shopify. Clubs, accounts, and email without ripping out the register.
From $199 / month. No per-contact fees. Your Square keeps taking the money — Overlay layers on the recurring club, member accounts, and the fulfillment run — whether that's your monthly wine club, your weekly bag of beans, or your Friday floral drop.
Your stack costs more than your wine club brings in.
Wine, spirits, and specialty food shops stitch together five to ten separate SaaS bills to run a club and a list. Overlay is one flat fee that covers the same ground.
What most shops pay
A typical wine or specialty shop on Square or Shopify, mid-range plans.
- Shopify (Basic) or Square Online$39/mo
- Site builder (Weebly / Shogun / PageFly)$29/mo
- Klaviyo (email + SMS)$150/mo
- Recharge or Bold (subscriptions)$99/mo
- Waitlist / back-in-stock app$29/mo
- Packing / pick-list app$29/mo
- LTV analytics (Peel/Lifetimely)$99/mo
- Custom-dev retainers$100–400/mo
Overlay Core is $199/mo. Growth (adds the club runner + member portal) is $399/mo. The piecemeal stack a growing Shopify merchant assembles today — Klaviyo + Recharge + Yotpo + Smile + inventory add-ons — runs $1,100–$3,800/mo depending on volume (Eightx 2026 Shopify app-spend panel, 3.59M stores). Overlay replaces roughly $800–$3,000/mo of that for free.
Competitor prices reflect each vendor's published mid-tier plans as of September 2026. Klaviyo and Yotpo restructure pricing periodically — check current rates on their sites.
A shorter run day, and members who keep themselves.
Overlay is the jobs an independent shop already runs manually — the subscription charge, the pickup list, the member's card update, the branded packing slip. Done for you on top of Square or Shopify, whether you're running a monthly wine club, a weekly coffee drop, or a Friday floral delivery.
The seven jobs
Club run console
One screen for the recurring run — your monthly wine club, your weekly coffee subscription, your biweekly bouquet drop: exception queue (declines, holds, address issues) at the top, one-click charge for the clean roster, packing-slip batch at the bottom. Runs against Square Invoices so the money stays where it already deposits.
Portal money tools
Every member gets a magic-link portal to update their card on file, skip a month, pause, and see store credit. No more "please email us to cancel" — the self-serve loop is built in from day one.
In-store attach
At the register, the clerk types a name or phone, hits send, and the customer gets a magic link to claim an account. Their purchase history follows. No printed sign-up sheet, no "we lost your email."
Gift membership + store credit
Buy a 3-, 6-, or 12-month club as a gift; the recipient claims it with a code, and the shop tracks the gift-vs.-paid line separately. Store credit balances live on the same member record.
Ship / pickup compliance at cart
Ship-to-state rules, age-check flags, dry-county blocks, and pickup vs. delivery all resolved in the cart — not at the truck. Fewer refused deliveries, fewer state-line surprises.
Back-in-stock waitlist
Customers join a waitlist for a sold-out item. When it comes back in stock, Overlay notifies them — gated on real POS inventory so you won't oversell. FIFO release, per-member allocation caps, and scheduled drops are in development.
Packing wave + weight check
Batched packing slips with a barcode per order, a checkbox per item (bottle, bag, bouquet), expected weight for the scale, and an ID-check banner where alcohol law requires it. The wave prints in pack order so the floor doesn't shuffle — same shape whether you're packing a monthly wine club, a weekly coffee drop, or a biweekly bouquet.
Also included
Marketing composer
Every POS customer is a subscriber from day one. Compose, segment, send. Opens, clicks, and attributed revenue roll back to the dashboard. AI marketing assistant included for first drafts.
Customer database + segments
One record per person, unified across POS and site. Top spenders, lapsed, club status. Exportable as CSV any time — always yours.
Pricing rules
Target margin, minimum dollar profit per bottle, and shelf-price format applied automatically. No more per-item spreadsheets.
Multi-user & audit log
Invite staff by email, scope their access, log every action. Revoke individuals without touching anyone else's login.
Storefront (optional)
Block-based site builder for shops that want to replace their storefront. Pulls product cards live from Square or Shopify. Keep your existing site if you prefer — Overlay runs happily as a headless layer.
Analytics + LTV cohorts
Revenue by category, top spenders, lapsed cohorts, aging inventory. The dashboards you'd otherwise pay for separately.
AI marketing assistant, quietly included.
Draft the member email, release announcement, or event invite in your voice. The AI reads your catalog and writes a first draft referencing your actual products — pouches, bottles, bags, boxes, whatever you sell. You still edit and hit send.
Live in about a week.
Nothing to migrate. Nothing to re-train your staff on. Overlay slots into what you already run.
Connect Square or Shopify
OAuth into your existing POS. One click, no dev time. Your existing processor keeps taking the money — Overlay never touches deposits.
Your catalog + your members show up
Overlay pulls every product, variant, and customer automatically. Categories, images, prices, stock levels — in sync with Square or Shopify from minute one. Your existing club members import too.
Your first club cycle, together
Setup is hands-on. We stand up your run console — whether your subscription is a monthly wine club, a weekly bag of beans, or a Friday floral drop — walk the exception queue with you, print the first packing wave, and hand you a shorter run day. Then you own it.
Works with the tools you already run
Bring your POS, your processor, your email — Overlay meets them where they are.
Flat monthly fee. No per-contact fees. No per-order cut.
Three plans sized to how the shop actually operates. Every plan is month-to-month, cancel anytime — and if you leave, one click exports members, charges, and plans.
For a shop that wants accounts + list + slips. No club runner.
- What's included
- Member accounts + in-store attach
- Marketing composer + segments
- Packing wave + weight check
- Ship / pickup compliance at cart
- Customer database + CSV export
- AI marketing assistant included
Anyone with a club or about to start one. Includes the club runner + portal money tools.
- Everything in Core, plus
- Club run console (shorter run day)
- Dunning on declines
- Portal money tools (skip / pause / update card)
- Club console for admins
- Gift memberships + store credit
- Waitlist + back-in-stock
Cancel anytime. One-click export includes members, charges, and plans — Overlay never holds your data hostage.
Questions merchants actually ask.
Overlay is built for wine and specialty shops on Square or Shopify. Anything sold on the POS shows up in Overlay, and Overlay never handles the money itself — your Square or Shopify processor keeps depositing to your bank exactly as it does today.
Yes — automatically. Every customer who's ever bought from you shows up in Overlay's database from day one. No CSV, no sync job. Historical orders, spend, and category preferences come with them.
Marketing consent follows your POS's consent record — we won't email anyone who hasn't opted in.
Two paths. Keep your Shopify theme and use Overlay as the management + marketing layer — clubs, waitlist, email, analytics, all working against the same catalog while your storefront stays untouched.
Or replace it with Overlay's block-based site builder — SEO-friendly server rendering, faster load times, and a design that populates live from your POS.
Overlay is built for the shape of a small independent retailer — a few hundred to a few thousand engaged customers, one owner wearing every hat, a recurring run day (your monthly wine club, your weekly bag-of-beans drop, your Friday floral delivery). That's a market the app-store model isn't priced for.
Everything is included in the flat fee. No per-contact pricing, no per-order cut, no per-seat upsell. If you'd otherwise be paying $500+/mo for the same stack, the math is easy.
Keep it. Overlay runs happily as a headless layer — you get every operations tool (marketing, clubs, waitlist, AI, analytics, customer database) without touching your storefront. Your domain stays yours, your theme stays yours, your checkout stays yours.
You keep everything. Customers, orders, and reviews stay in your POS where they already are — Overlay doesn't hold your data hostage. Any Overlay-native data (segments, email history, club rosters, review responses) is exportable as CSV at any point, including after cancellation.
Month-to-month means month-to-month. No termination fee, no minimum commit.
You do. Every table, every row, every export. Overlay is a processor of your customer data, not a co-owner of it. We never share it with other tenants, never sell it, never train models on it.
Tenant isolation is enforced at the database level — nothing crosses between shops.
Yes. Overlay honors data-access and deletion requests, records marketing consent per contact, and provides a signed data-processing addendum for merchants who need one for their own compliance. Your customer database exports are portable at any point.
A shorter run day, and members who keep themselves.
Pick a plan, set up your tenant, run your first club cycle. Most shops go from first conversation to live in about a week.
Start Overlay