image of headless e-commerce platform gotten from Swell

A San Francisco-based headless e-commerce startup, Swell, raised a sum of US $3.4 million in a seed round announced on March 26, 2021. Led by Jim Andelman of Bonfire Ventures, the round also enjoyed contributions from Andreas Klinger of Remote First Capital, Willow Growth Partners, GitHub CTO Jason Warner, Vercel CEO Guillermo Rauch, and previous Salesforce Commerce Cloud CEO Mike Micucci. Swell was designed to provide more flexibility for underlying business models. 

While modern headless e-commerce platforms are rising all the time, Swell CEO Eric Ingram said, “It is very difficult to do something new in e-commerce.” He continued to say that most headless platforms (that provide back-end frameworks separate from the front-end shopping experience) empower companies to build a faster shopping experience, but are mostly designed for marketplaces where users can explore, browse and buy from a traditional product catalog. According to Ingram, “The most compelling ideas in e-commerce aren’t just another catalog.” Ingram described it as the “future-proof back-end” for e-commerce companies, which can grow and adapt with them as their business models evolve.

image of headless e-commerce platform, Swell
Image Credits: Swell

Co-founder Joshua Voydik described Swell as “infinitely flexible.” Among other things, the startup says it gains this flexibility by allowing API access to every component, native subscription support, and an unlimited quantity of product attributes. “All shops on Swell efficiently has their own database software-as-a-service platform,” Ingram added.

Overall, the platform provides the flexibility a user would usually get from an open-source strategy without the technical difficulties: “No one wants to maintain their code base and their database.” added Ingram.

Ingram continued, “You don’t need to be technical, and you don’t need to have developers to leverage this. A lot of our customers are developers, but a lot of them are just regular marketers and ops people who know a few development concepts and want to have control over the systems.”

Company profile

logo of headless e-commerce platform, Swell

Swell is a powerful e-commerce platform for startups, modern brands, and agencies. Officially established in 2018 by Eric Ingram, Joshua Voydik, Dave Loneragan, Mark Regal, and Stefan Kende, Swell has its headquarters in San Francisco, California, United States. The company is dedicated and prepared to use all resources available at its disposal to rebuild the e-commerce stack for the next generation of experience-driven brands.

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Stephen conducts business research and writes about the startup ecosystem on VCBay. He is a 3rd-year Business administration student from Obafemi Awolowo University, Ile-Ife, specializing in all things business and technology.

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