Pipe17, a Seattle-based startup specializing in e-commerce operations management, has secured $15.5 million in Series A funding, bringing its total raised capital to $25 million since its inception in 2019. This injection of capital coincides with the appointment of Kelly Goetsch as the company’s first Chief Operating Officer. Goetsch brings a wealth of experience from his previous role as Chief Strategy Officer at commercetools, a global leader in digital commerce solutions, and as co-founder of the MACH Alliance, an organization advocating for modern, flexible e-commerce architecture. This strategic hire and funding round position Pipe17 for significant growth in the rapidly evolving e-commerce landscape.
Pipe17’s platform offers a comprehensive suite of AI-powered tools designed to streamline and optimize every facet of online retail operations. From managing intricate supply chains and dynamic pricing strategies to automating order processing and synchronizing inventory data across various channels, Pipe17’s technology empowers businesses to navigate the complexities of modern e-commerce. The platform also integrates seamlessly with warehousing and logistics providers, ensuring efficient order routing and delivery. This end-to-end approach addresses the challenges faced by businesses grappling with the increasing demands of online shoppers, particularly in the wake of the COVID-19 pandemic, which significantly accelerated the shift towards digital commerce.
The appointment of Kelly Goetsch as COO signals Pipe17’s commitment to leveraging cutting-edge technology and industry best practices. Goetsch’s experience at commercetools, where he spearheaded the adoption of headless and composable commerce infrastructure, aligns perfectly with Pipe17’s vision of providing a flexible and scalable platform. His involvement with the MACH Alliance further underscores the company’s dedication to promoting modern, modular architectural principles that enable businesses to adapt rapidly to changing market dynamics. Goetsch sees a parallel between his previous experience and the potential of Pipe17, recognizing the opportunity to revolutionize e-commerce operations through innovative technology.
Pipe17’s customer base reflects the platform’s versatility and appeal, encompassing a diverse range of businesses from established brands like Allbirds and Made In Cookware to emerging companies like Orthofeet and MaryRuth Organics. Moreover, the platform’s integration with leading logistics providers such as Ryder, UPS, and FedEx highlights its commitment to providing a seamless and efficient end-to-end e-commerce experience. This broad customer base validates the platform’s ability to cater to the unique needs of various businesses across the e-commerce spectrum.
The leadership team at Pipe17 boasts a strong track record of innovation and success in the technology sector. CEO and co-founder Mo Afshar previously led Spoken Communications, a company specializing in speech recognition technology for call center automation, which was acquired by Avaya. John Shao, Pipe17’s Chief Technologist, brings extensive experience from companies like Avaya, Spoken Communications, Ayasdi, Oracle, and VMware. Dave Shaffer, co-founder and Head of Product, contributes his expertise from Oracle and Workato. This experienced leadership team, combined with a growing team of 58 employees, positions Pipe17 for continued growth and innovation.
The Series A funding round, led by LFX Venture Partners with participation from existing investors including GLP, will further fuel Pipe17’s expansion and development. This investment will enable the company to enhance its platform, expand its team, and further penetrate the rapidly growing e-commerce market. With a robust platform, a seasoned leadership team, and the backing of prominent investors, Pipe17 is poised to become a leading force in the evolution of e-commerce operations management. The company’s focus on AI-driven automation, flexible architecture, and seamless integration with key logistics partners sets the stage for continued success in the increasingly competitive e-commerce landscape.
