E-commerce optimization startup Tradeswell raises $15.5M

Anthony Ha
·2-min read

After launching in October, Tradeswell is announcing today that it has raised $15.5 million in Series A funding.

Co-founder and CEO Paul Palmieri previously led digital ad company Millennial Media (now owned by TechCrunch's parent company Verizon Media), and he said the e-commerce market today is similar to the online ad market when he was leading Millennial — ready for more optimization and automation.

Tradeswell focuses on six components of e-commerce businesses — marketing, retail, inventory, logistics, forecasting, lifetime value and financials — with the key goal of allowing those businesses to improve their net margins, rather than simply driving more clicks or purchases. The platform can fully automate some processes, such as buying online ads.

To illustrate what it can accomplish, Tradeswell pointed to the work it did with a personal care brand on Amazon Prime Day, with total sales doubling versus the previous Prime Day and profits increasing 67%.

The startup has now raised a total of $18.8 million. The Series A was led by SignalFire, which also led Tradeswell's seed round, while Construct Capital, Allen & Company and The Emerson Group also participated.

"With the explosion of ecommerce over the past year, Tradeswell is perfectly positioned to help brands manage the complexity of online sales across an ever-increasing number of platforms and marketplaces," said SignalFire founder and CEO Chris Farmer in a statement. "Paul and his team bring together a unique blend of experience in data, marketing and logistics to address the challenges of today and a rapidly evolving market in the years ahead with a central command center to optimize profitable growth."

Palmieri said the new funding will allow Tradeswell to continue investing in the product, which will also mean building more integrations so that more types of data become "more liquid," which in turn means that the platform can "make much more real-time decisions."

When Tradeswell launched publicly last fall, it already had 100 customers, and Palmieri told me that number has subsequently grown past 150. Nor does he expect the consumer shift in e-commerce to disappear once the pandemic ends.

"Some of it probably goes back to the way it was, some of it stays online," he said. "I do think it’s important to point out there’s something in the middle — that something is this notion of high convenience, that is semi-brick-and-mortar with [elements of e-commerce], whether that's mobile ordering or something like an Instacart."

Naturally, he sees Tradeswell as the key platform to help businesses navigate that shift.