Swell Commerce raises $20 million to set “a new normal” for e-commerce

Swell’s native features, such as subscription management and localization, enable sophisticated use cases without requiring custom development. For merchants looking for more control, the platform’s API-first architecture and customizable data models provide powerful functionality.

“This investment is validation for us and confirms that the market sees our vision and is excited about the stories of our customers,” said Swell co-founder and CEO, Eric Ingram. “We are building for the future of commerce, and this round of funding will allow us to scale our first remote team to better serve the needs of major brands and e-commerce merchants.”

The funding round includes participation from previous investors Bonfire Ventures and Willow Growth, and first investor Swell Commerce Ventures. Other notable investors in the Series A round include Brian Long (CEO of Attentive), Romain Lapeyre (CEO of Gorgias) and Andreas Klinger (Remote First Capital and former CTO of Product Hunt). Carle Stenmark, partner at VMG Catalyst, will join the Board of Directors.

Along with the Series A financing, Swell announced the hiring of Kevin McKeand as commercial director. McKeand has over a decade of experience leading high-performing teams in sales, business development and partnerships, including at BigCommerce where he led a team managing over 800 partnerships with companies such as as Google, Amazon, PayPal, Stripe, ShipStation and many more. Most recently, he led the business development and partnership teams at Zip, a global provider of buy-it-now and pay-later.

E-commerce in 2022: “To stand out, you have to sell creatively”

Over the past two years, global e-commerce growth has accelerated as retail spending has rapidly shifted away from the physical channel. In the third quarter of 2021, digital controls accounted for more than $1 in each $6 spent on retail purchases.

In 2022 and beyond, this trend is set to continue as shoppers increasingly engage with brands across digital channels. Marketplace models, subscription commerce and the convergence of digital and in-store channels create unique challenges for traders. At the forefront of these trends is the need for storefront customization, and Swell is leading the way with customizable themes, flexible APIs, and modern development workflows.

“These days, it’s not enough to offer e-commerce as a touchpoint. To stand out, you have to sell creatively,” says Ingram.

“We have seen our customers selling state-of-the-art vacuum cleaners through B2B commerce, or selling coffee beans by subscription through a fully connected IoT marketplace. We will continue to invest in many areas of the platform and know that winning the hearts and minds of online store developers is key to realizing Swell’s world-changing opportunity.”

Headless e-commerce for everyone

Swell’s mission is to create an e-commerce platform using a headless architecture “that anyone can use”.

“For me personally, regardless of our financial success, I’m excited to work this out with the e-commerce community and ensure everyone can have access to a platform as powerful as Swell,” says Ingram. .

“Right now at Swell we’re well on our way to doing that and that’s the most exciting thing.”

For more information on Swell, please visit Swell.east.

[email protected]

About the swell
Swell is a leading commerce platform that gives developers, agencies, and merchants around the world the tools and infrastructure to sell the way they want. From new startups to large enterprises, Swell’s customizable backend enables the creation of innovative shopping experiences today, while providing unparalleled flexibility that enables merchants to scale tomorrow.


About VMG
VMG Partners is focused on partnering with entrepreneurs and managers to support the growth and strategic development of leading consumer products and branded technology companies. VMG currently invests through its Growth and Catalyst funds. Since its inception in 2005, VMG has provided financial resources and strategic advice to drive growth and value creation in more than 65 companies.

About the title
Headline is a global venture capital firm that uses its own technology and international team to discover – and invest in – the world’s boldest outliers. With $2 billion of assets under management, Headline is made up of a network of four regional start-up funds in the United States, Europe, Brazil, and Asia and a Global Venture Growth fund that invests globally. Since its inception in 1999, Headline has proudly worked alongside founders from Jacksonville to São Paulo, from marketplaces to SaaS. Its portfolio includes Acorns, AppFolio, Bumble, Cameo, Farfetch, Gopuff, The RealReal, Segment, Sonos, Sorare, and Yeahka, among others. Learn more about Headline.com and https://twitter.com/HeadlineVC


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