Cart.com announced a $98 million Series B on August 11, 2021, led by Oak HC/FT. PayPal Ventures, Clearco, G9 Ventures, Mercury Fund, Valedor Partners and Arsenal Growth also participated. TechCrunch reported that the round brought Cart.com’s total funding to $143 million, after a $25 million Series A and a $20 million seed round.
The company’s bet was broader than building another online-storefront subscription: growing brands would pay for a connected combination of commerce software, marketplace operations, marketing, payments, fulfillment and customer service.
What Cart.com raised
The financing was announced on August 11, 2021. Oak HC/FT led the Series B, with participation from PayPal Ventures, Clearco, G9 Ventures, Mercury Fund, Valedor Partners and Arsenal Growth. Strategic investors named in the report included Sebastian Rymarz, CEO of Heyday, and Philip Krim, CEO of Casper.
TechCrunch reported total funding of $143 million after the round, citing an earlier $25 million Series A and $20 million seed investment. The financing details and cumulative total are historical figures from the 2021 report, not a statement about a later round.
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Cart.com was co-founded by Omair Tariq, formerly an executive at Home Depot and chief operating officer of Blinds.com, and Jim Jacobson, formerly CEO of RTIC Outdoors. TechCrunch said the company was founded in September 2020.
Read the original TechCrunch funding report.
What “e-commerce-as-a-service” meant
Cart.com used the phrase to describe an operating layer around a brand’s commerce business, not simply a hosted website. The proposed bundle included:
- Storefront and commerce software
- Marketing and conversion tools
- Payments
- Marketplace and direct-to-consumer operations
- Fulfillment and logistics infrastructure
- Customer service
The appeal was fewer disconnected vendors. A brand could sell through its own site and marketplaces while using an integrated partner for inventory, orders, shipping and customer-facing operations.
The problem Cart.com was targeting
Cart.com’s thesis sat between two common but imperfect choices.
Marketplace reach versus customer ownership
Marketplaces such as Amazon can provide traffic and established purchasing workflows. They can also leave a brand with less control over customer relationships, merchandising and data.
Direct-to-consumer control versus stack fragmentation
Shopify and other storefront platforms can give a merchant more control, but a growing operation may still need separate applications for subscriptions, marketplaces, warehouse management, shipping, returns, support and marketing. Integrating and managing those tools becomes an operating problem of its own.
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- Seamless Multi-Platform Compatibility: This Bluetooth shipping label printer works effortlessly with all major platforms, including Amazon, eBay, Shopify, USPS, UPS, Etsy, PayPal, Poshmark, DHL, and more, ensuring smooth and efficient label printing. (Note: Save the logistics label as a PDF file on the shipping platforms, then import it into the 'FlashLabel Pro' app for printing).
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Cart.com proposed a hybrid: maintain direct and marketplace channels while outsourcing or consolidating much of the operational infrastructure.
Why acquisitions were central to the strategy
Cart.com said brands were asking for more products and services. Rather than build every capability internally, it acquired specialist companies, including AmeriCommerce, SpaceCraft Brands, DuMont Project and Sauceda Industries. TechCrunch reported seven acquisitions by August 2021.
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Buying capabilities can accelerate product breadth and add experienced teams. It also creates material integration risks:
- Different software architectures and data models
- Duplicated products, teams or customer contracts
- Inconsistent service levels
- Difficulty creating one reliable data layer
- Customer disruption during migrations
The investor case therefore depended not only on acquiring companies, but on integrating their technology, employees and customers into a coherent operating model.
What Cart.com reported in 2021
The following figures were historical, management-reported metrics covered by TechCrunch around the Series B announcement:
| Metric | Reported 2021 figure | Qualification |
|---|---|---|
| Brands served | More than 2,000 | Historical company-reported figure |
| Annual GMV processed | More than $700 million | Historical company-reported figure |
| Revenue growth | 400% | Reported growth since the platform launched in November |
| Fulfillment footprint | Nine centers | Reported footprint at the time |
| Two-day shipping target | 80% of the U.S. population | 2021 company expectation, not a current guarantee |
| Headcount plan | Fewer than two dozen to more than 300 | Year-end 2021 hiring target, not proof the target was met |
Funding was earmarked for technology, hiring and additional acquisitions. About half of the financing was expected to go toward acquisitions, according to the 2021 report.
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How the company describes itself now
Cart.com’s current materials position it as a unified commerce and logistics provider for B2C and B2B companies. Its service portfolio includes fulfillment, order and warehouse management, marketplace operations, product and pricing management, B2B commerce, growth marketing and customer-engagement tools. See Cart.com’s solutions overview and its software portfolio.
On its current About page, Cart.com claims more than 6,000 customers, 1,500 employees, seven offices in three countries and more than $10 billion in annual GMV supported. These are current company claims, not independently audited figures in the sources available here.
Its fulfillment page says merchants can connect storefronts and technology stacks to Cart.com order-management and warehouse-management systems, with shipping onboarding in “as little as 30 days.” That is a marketing claim and should not be treated as a universal implementation deadline. The same page describes customizable pricing rather than a public standard rate card: Cart.com fulfillment details.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How Cart.com differs from commerce platforms
| Option | Core model | Where it differs from Cart.com |
|---|---|---|
| Cart.com | Commerce software combined with fulfillment, logistics and managed services | Sales-led and customized; emphasizes operating infrastructure as well as storefront capabilities |
| Shopify | Hosted commerce platform and app ecosystem | Generally more self-serve and storefront-centric; merchants may add separate logistics and service providers |
| WooCommerce | Free, open-source WordPress commerce software | Offers control and extensibility, but the merchant manages hosting, extensions, development and operations |
| BigCommerce | Hosted commerce platform for growing and larger merchants | Closer to Shopify as commerce software; does not represent the same bundled fulfillment operating model |
| Adobe Commerce or Salesforce Commerce Cloud | Customizable enterprise commerce platforms | Typically require custom pricing and implementation; they do not necessarily bundle Cart.com-style fulfillment operations |
Shopify pricing context
Shopify’s comparison page listed annual-billing plans at approximately $29 to $299 or more per month, with Shopify Plus starting at $2,300 per month on a three-year term. Prices and terms change, so confirm them on the official Shopify pricing page before relying on those figures.
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WooCommerce pricing context
WooCommerce says its core platform has no monthly subscription or revenue share. Its official pricing page cites typical hosting of about $25–$350 per month and extensions commonly priced at $29–$299 per year. Hosting, payment processing and development remain separate responsibilities. See WooCommerce pricing.
BigCommerce pricing context
A Shopify-published comparison listed BigCommerce plans beginning around $29 per month, but that is not BigCommerce’s own rate card. Check BigCommerce’s pricing page for current terms.
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Who an integrated provider may suit
Cart.com’s model is most relevant to a brand with meaningful order volume, multiple sales channels and operational complexity. It may be attractive when a company needs fulfillment, inventory and order management together; wants to outsource logistics while retaining its brand; or serves both B2B and B2C customers.
This model is less compelling for a new seller with a small catalog, a business seeking a low-cost self-serve storefront, or a merchant that wants to own its warehouse and carrier relationships. It may also be a poor fit for a company needing unusually deep control over commerce logic or unwilling to undertake implementation, data migration and vendor-management work.
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- Is pricing based on orders, GMV, storage, labor, software modules or a combination?
- Are implementation, migration and integration fees separate?
- Are there minimum volumes or contract terms?
- Which storefronts and marketplaces integrate natively?
- Who owns customer, product and order data, and can it be exported?
- How are returns, damaged inventory, chargebacks and lost parcels handled?
- What service-level agreements apply, and what remedies exist for missed targets?
- Are international duties, taxes and shipping included?
- Can the merchant use its own carriers?
- Which capabilities are proprietary and which depend on third parties?
- What is the data, inventory and workflow exit process if the relationship ends?
Cart.com’s public pages describe integrations, inventory control, returns management and customizable pricing, but they do not provide a complete public rate card or standard contract.
What the $98 million round does—and does not—prove
The Series B demonstrated investor confidence in Cart.com’s integrated-commerce thesis and supplied capital for expansion. It did not, by itself, establish profitability, customer retention, fulfillment quality, implementation success or durable unit economics.
The central question remains operational: does one provider genuinely reduce the number of systems and relationships a brand must manage, or does it move that complexity inside a larger vendor relationship? The answer depends on integration depth, service levels, data rights and the customer’s ability to leave without disrupting orders and inventory.
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