ReFiBuy, the Agentic Commerce Optimization (ACO) platform for brands and retailers, have just announced $13.6 million in oversubscribed Series Seed funding led by NewRoad Capital Partners. The round includes new investors Ridge Ventures, Silicon Road Ventures, Incubate Fund, and VELA Partners, with continued support from G20 Ventures, Commerce Ventures, Knoll Ventures, and retail industry angel investors. The capital will be used to scale ReFiBuy’s Commerce Intelligence Engine and accelerate go-to-market as brands and retailers prepare their catalogs for AI-driven shopping.
The funding lands at a defining moment for commerce. AI shopping agents are quickly becoming a new interface consumers use to research, find, and buy products. Bain & Company projects agentic commerce could reach $300 billion to $500 billion in U.S. sales by 2030, representing 15% to 25% of total online retail. At the same time, traffic from traditional search is declining. Brands and retailers now face a rare dynamic: a new discovery surface is pulling shoppers in while their legacy discovery channel pushes them out.
Most product catalogs were not built for how shopping agents make decisions. They were built for human browsing, marketplace feeds, and keyword-driven discovery. ReFiBuy solves the mismatch at its source: the catalog layer where shopping agents decide what a product is, who needs it, and whether to recommend it.
ReFiBuy’s Commerce Intelligence Engine turns product data into an always-on system for Agentic Commerce Optimization. It evaluates how shopping agents interpret each SKU; generates the expanded product context needed for conversational discovery; enriches catalogs with optimized data; syncs and distributes updates across commerce endpoints; and monitors performance over time. This closed loop keeps product data ready as agentic commerce evolves.
This Seed round represents both the strong interest from the investment community in Agentic Commerce and solidifies our leadership position in the space. We plan to leverage the Seed to accelerate our platform as well as our goto-market motion to match the urgency our customers and prospects are feeling from this tectonic change.
– Scot Wingo, CEO and Cofounder, ReFiBuy
Product data is becoming the most important infrastructure layer in commerce, and ReFiBuy is building it. Scot and his team bring exactly the combination we back: deep operator experience in commerce, a clear-eyed view of where the market is going, and a product already delivering results for sophisticated brands and retailers.
– Stefan Sterns, Partner, NewRoad Capital Partners
Retailers and brands are struggling to make sure every one of their SKUs is relevant for the millions of unique LLM-based queries. Fortunately, Scot has been building solutions for this customer set for decades, and knows what it takes to optimize product data for maximum visibility and sales.
– Matt Nichols, Partner, Commerce Ventures
Scot and the team have turned ReFiBuy into the go-to source for the emerging agentic commerce community, while making fantastic progress from both a platform and go-to-market standpoint. We’re thrilled to continue on this journey, now with this fantastic group of investors behind us.
– Bob Hower, Partner, G20 Ventures
ReFiBuy is innovating at a pace that is rare at this stage, and they are doing it with a team whose commerce operator background shows up in every product decision, That combination of technical velocity and deep market understanding is why we wanted to be part of this round.
– Alex Rosen, Managing Partner, Ridge Ventures
The part of the commerce stack that wins every platform shift is the one closest to product data. ReFiBuy is working at that layer with a team that understands what it takes to operate at catalog scale across thousands of SKUs and hundreds of retail partners.
– Sid Mookerji, Managing Partner, Silicon Road Ventures
ReFiBuy is in production with leading brands and retailers across beauty, fashion, electronics, CPG, and home goods. As AI shopping becomes a new path to purchase, ReFiBuy is building the operating system brands and retailers need to compete in the agentic era.
