Spangle AI, a Seattle startup that helps online retailers build customized shopping experiences in real-time, announced a $15 million Series A funding round. This funding round was led by NewRoad Capital Partners, and included participation from Madrona, DNX Ventures, Streamlined Ventures, and other angel investors. The company is now valued at $100 million.
Spangle was founded last year by former technology leaders at Amazon. Spangle can instantly generate a tailored storefront for individual customers based on how traffic flows in from social platforms, AI search tools, and even autonomous shopping agents.
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Spangle is betting that the existing e-commerce stack, built for customers coming directly to a brand’s website, is getting replaced with something more contextual, beyond the traditional product page.
“The problem is that websites are not designed to continue a journey that originated somewhere else,” said Spangle CEO Maju Kuruvilla, a former vice president at Amazon, where he worked on Prime logistics and fulfillment.
“Having built unified AI systems at Amazon, including Alexa and customer service workflow automation at massive scale, we saw what’s broken in traditional e-commerce stacks: fragmented data, slow feedback cycles, no intelligence layer tying it together,” said Fei Wang, CTO of Spangle and former Amazon Principal Engineer leading Alexa and Customer Service Technologies.
Spangle’s system focuses on intent and focus rather than relying on user identity or historical personalization. It’s trained on a retailer’s catalog, brand guidelines, and performance data.
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Large fashion and retail brands like EVOLVE, Steve Madden, and Alexander Wang have been won over by this approach, and customers have seen conversion lifts of up to 50% and significant improvements in return on ad spend. The company says it has landed nine enterprise customers in its first nine months. It declined to share specific revenue metrics.
Kuruvilla said e-commerce retailers don’t have a problem figuring out how to catch a customer’s interest. But he believes what happens after a shopper clicks on an advertisement is a different story.
“Conversion from all this traffic that’s discovered outside is a huge problem for all these brands,” Kuruvilla said.
Kuruvilla was previously CEO and CTO at Bolt, the controversial “one-click checkout” e-commerce startup that reached a valuation of $11 billion. He also worked at Microsoft, Honeywell, and Milliman.
Spangle co-founder and CTO Fei Wang was the CTO at Saks OFF 5TH, a subsidiary of Saks 5th Avenue. Wang also spent nearly 12 years at Amazon as an engineer. Yufeng Gou, head of engineering, was also previously at Saks OFF 5TH. Karen Moon, Spangle’s COO, is a longtime investor and former CEO at Trendalytics.