Shoelace

aid: shoelace
name: Shoelace
description: Shoelace is an omni-channel growth marketing agency for direct-to-consumer (DTC) and e-commerce brands, founded
  in 2015 and trusted by 300+ brands. The team plans, creates, and optimizes paid acquisition across Meta, Google, TikTok
  and YouTube alongside email and SMS retention, performance creative, UGC, and in-house photo and video production. Shoelace
  operates as a managed growth partner delivering marketing services — it sells campaign management, not software, and publishes
  no developer API, SDK, webhook surface, or developer portal. This API Evangelist profile tracks the company as a 500 Global
  portfolio lead and captures its public web presence, its published llms.txt, and its domain-security posture.
url: https://raw.githubusercontent.com/api-evangelist/shoelace/refs/heads/main/apis.yml
x-type: company
x-source: vc-portfolio
x-backed-by:
- 500-global
x-tier: stub
x-tier-reason: portfolio-lead
deliveryModel:
  model: unknown
  open_source: false
  commercial: false
  callable_host: false
  label: Delivery model not determined — needs a product licence on record
  confidence: low
  source:
  - none
  generated: '2026-08-28'
  method: derived
accessModel:
  pricing: unknown
  onboarding: unknown
  trial: false
  try_now: false
  public: false
  label: Unknown
  confidence: low
  source: []
  generated: '2026-07-22'
  method: derived
image: https://media.base44.com/images/public/6a554b6210f2878725464b3e/f71197d73_logo.png
specificationVersion: '0.23'
created: '2026-07-17'
modified: '2026-08-12'
tags:
- Company
- Marketing
- Growth Marketing
- Direct to Consumer
- E-Commerce
- Advertising
- Paid Media
- Email Marketing
- Agency
tags_raw:
- Company
- Marketing
- Growth Marketing
- DTC
- E-Commerce
- Advertising
- Paid Media
- Email Marketing
- Agency
apis: []
maintainers:
- FN: Kin Lane
  email: kin@apievangelist.com
- FN: APIs.json
  email: info@apis.io
common:
- type: DomainSecurity
  url: security/shoelace-domain-security.yml
- type: LLMsTxt
  url: llms/shoelace-llms.txt
- type: Website
  url: https://shoelace.com
- type: About
  url: https://shoelace.com/about
- type: Blog
  url: https://shoelace.com/journal
- type: CaseStudies
  url: https://shoelace.com/work
- type: Contact
  url: https://shoelace.com/contact
- type: Resources
  url: https://shoelace.com/library
- type: Glossary
  url: https://shoelace.com/library/glossary
x-contract-discovery:
  checked: '2026-08-12'
  result: no published contract found
  note: STEP 0b/0c contract discovery ran against shoelace.com and every candidate subdomain. Two findings are recorded here
    so a later pass does not re-litigate them and does not wrongly save them.
  rejected:
  - url: https://shoelace.com/api/openapi.json
    status: 200
    parses_as: OpenAPI 3.1.0
    verdict: rejected-not-this-company
    why: Real, parseable OpenAPI served from Shoelace's own domain — and it is NOT Shoelace's. info.title is "Base44 App Management
      API", servers[] is https://app.base44.com, and the two operations are GET /api/apps/{app_id}/coding/export-to-zip and
      POST /api/apps/{app_id}/deploy with a "Personal API key" apiKey scheme. shoelace.com is built and hosted on Base44,
      which serves this platform-management spec from every app domain. It describes Base44's product, not Shoelace's, so
      nothing is derived from it.
  - url: https://shoelace.com/.well-known/openid-configuration
    status: 200
    verdict: rejected-not-this-company
    why: Declares issuer https://app.base44.com with Base44 platform scopes; the same shared document is served from every
      Base44-hosted domain. See well-known/shoelace-well-known.yml.
  misses:
  - url: https://api.shoelace.com
    status: 0
    note: DNS does not resolve
  - url: https://docs.shoelace.com
    status: 0
    note: DNS does not resolve
  - url: https://developer.shoelace.com
    status: 0
    note: DNS does not resolve
  - url: https://status.shoelace.com
    status: 0
    note: DNS does not resolve
  - url: https://trust.shoelace.com
    status: 0
    note: DNS does not resolve
  - url: https://go.shoelace.com/
    status: 404
    note: retired HubSpot landing-page host
  - url: https://shoelace.com/.well-known/agent-card.json
    status: 404
  - url: https://shoelace.com/.well-known/agent.json
    status: 404
  soft_200_hosts:
  - host: shoelace.com
    note: Client-rendered single-page app on Base44. Every unknown HTML path returns HTTP 200 with the same ~22KB shell and
      a <title> that echoes the URL slug, so an HTML 200 is not evidence a page exists. /pricing, /help, /terms-of-service,
      /privacy-policy, /security and /changelog were all confirmed soft-200s this pass and their previously-recorded pointers
      were removed. The auto-generated BreadcrumbList JSON-LD also echoes the slug back into the page, which is how the shared
      security-programs probe produced a false "responsible disclosure" hit on https://shoelace.com/security/responsible-disclosure
      — that artifact and its pointer were removed rather than published.
x-enrichment:
  date: '2026-08-12'
  status: minimal
  artifacts_added: 4
  pass: local-v1
x-coverage:
  state: none
  reason: no-developer-program
  detail: Shoelace sells managed paid-media and retention campaign work, not software — its own llms.txt enumerates fifteen
    marketing pages and no developer surface, api./docs./developer.shoelace.com do not resolve, and the only OpenAPI reachable
    on the domain (https://shoelace.com/api/openapi.json) is the Base44 App Management API belonging to the platform the marketing
    site is built on.
  evidence:
  - url: https://shoelace.com/llms.txt
    status: 200
  - url: https://shoelace.com/api/openapi.json
    status: 200
  - url: https://shoelace.com/.well-known/agent-card.json
    status: 404
  - url: https://developer.shoelace.com
    status: 0
  checked: '2026-08-12'