Soda vs Milleso: Running the Shop vs Trading With Dealers

My short verdict: Milleso and Soda solve different halves of a watch business. Milleso is built to run a shop. Soda is built for the trade between dealers. If your days are spent at a counter with a till, VAT schemes and gold coming in, you're looking at one kind of tool. If your days are spent buying and selling with other dealers, you're looking at another.

I'm writing this as the founder of Soda, so read it knowing that. I'll stick to what each side's own public pages say. For every category side by side, see the full watch dealer platform comparison.

What Milleso is

Milleso's headline is "Run the shop, not the spreadsheet."^[1] As of October 2026, it describes itself as software for UK watch dealers, jewellers, gold buyers, pawnbrokers and consignment resellers. Its homepage covers stock tracked from intake to sale with all-in costs, location and days held; three UK VAT regimes (the margin scheme, gold reverse charge and investment gold); compliance records such as an investment gold register and cash threshold monitoring; a trade network for dealer-to-dealer wanted lists; exports to Xero and Sage; and a team that moves your existing stock in for you.^[1]

Pricing, as listed on their site in October 2026, is billed monthly in GBP with no setup fee or minimum term:^[2]

• Trade, £99 a month: stock, intake, workshop, repairs and valuations, till, clients, marketing, trade network, sales, invoices and VAT, payments, compliance, reports, import.
• Pro, £249 a month: adds the gold desk, consignment and memo, offers, orders and velocity.
• Showroom, £499 a month: adds channels and a Chrono24 feed.

That's a deep shop system, especially for UK compliance. It's clearly built by someone who understands the counter.

Why I built Soda differently

I sold watches for years before building Soda, and I'm still in many paid dealer groups. What I kept seeing wasn't a shortage of shop software. It was that the trade between dealers ran on group chats, screenshots and trust that couldn't be checked. A wanted list helps you ask. It doesn't tell you who you're dealing with, make the deal binding or protect the payment.

So Soda starts from the deal between two verified businesses, and builds the inventory, invoices and records around it.

Milleso vs Soda at a glance

Knowing who's on the other side

Milleso lists a trade network for dealer-to-dealer wanteds on its Trade plan.^[2] We couldn't find how members of that network are checked on their public website as of October 2026.

On Soda, nobody trades until our team has reviewed their ID, a selfie with the ID and business documents. Every dealer appears under their real full name, company and rank. Every profile shows the verification date, completed deals, completion rate, ratings, vouches and strikes. You see the track record before you agree anything, which is the whole point of a dealer network.

A deal that binds both sides

Asking for a watch is the easy part. Closing safely is where the trade goes wrong. On Soda, a buyer taps Mark as Sold to commit at the listed price. The first confirmed buyer wins, there's a backup queue, and the seller confirms within 24 hours. Offers are binding for 24 hours, 48 hours or 7 days, and trade offers carry items on both sides plus cash either way, with cash before shipping.

Once a deal is agreed, both sides see each other's secure, verified payment details inside the deal page only. A change to payment details has to be confirmed by the owner by email or text, and counterparties are notified. We never touch your money. Shipping terms are confirmed by both sides, with tracking, packing photos or video and documents on the deal.

Auctions that run on rules

Many dealers still run auctions in comment threads. On Soda, live auctions are part of the platform: verified, real-name bidders only, max bids, tiered increments, a 60-second soft close when a bid lands in the final minute, binding results and no deposits. Sellers reach every verified dealer at once, and buyers know exactly who they're bidding against.

Every trading feature on every plan

On Milleso, modules depend on the tier you pick: offers and consignment are on Pro, and channels are on Showroom, as listed in October 2026.^[2] On Soda, there are two plans, Solo and Team, and both include the same trading features: marketplace, Mark as Sold, offers, trade offers, auctions, Looking For, price history, inventory and invoices. Team adds employee seats with their own logins and ID checks, plus publishing to your own Shopify store, eBay US and a Chrono24 feed. No commissions. No initiation fee. Prices are on our pricing page.

Who Soda is for

Soda is trade-only. It's for verified watch businesses that buy and sell with other dealers and want one place for it: the marketplace, the deal, the payment step and the record. If your main need is a UK till, gold desk and statutory registers, that's a different job. If you want to learn the safety habits that matter in any trade, read how to buy a watch from a dealer safely.

The bottom line

Milleso is a deep, UK-focused system for running the shop, as of October 2026. Soda is built for the other half of the business: trading with dealers you can verify, on deals that bind, with payment details that can't be swapped in a message. Built by watch dealers who've lived every one of these headaches.

Built for the deals between dealers

If your shop runs well but your trades still run through group chats, start where the risk is. See how we compare, look through every feature, then apply for access or book a demo.