> At a Glance
> – Spangle has raised $15 million in an all-equity Series A led by NewRoad Capital Partners, valuing the company at $100 million post-money.
> – The round lifts total funding to $21 million and follows a $6 million seed round that valued the startup at $30 million pre-money.
> – Why it matters: Retailers are losing control of product discovery to AI chatbots and social feeds-Spangle’s real-time page builder aims to win them back by tailoring every visit to the shopper’s context.
Spangle, the Seattle-based e-commerce infrastructure startup founded by former Bolt CEO Maju Kuruvilla, is betting that the future of online shopping is a blank page filled on the fly by AI.
How It Works
Instead of routing shoppers to static product or category pages, brands send traffic to an empty canvas. Spangle’s proprietary model, ProductGPT, populates the page in milliseconds using signals like referral source, search terms, and look-alike behavior. The result is a personalized layout, product mix, and content stream unique to each session.
Early numbers from nine enterprise customers-including Revolve, Alexander Wang, and Steve Madden-show the impact:
- ~50% lift in revenue per visit
- ~2× return on ad spend
- 15% higher average order value
Ryan Pabelona, VP of performance marketing at Revolve, said the retailer has seen a 60% improvement in ROAS since switching pages to Spangle.
Growth and Go-to-Market
Traffic flowing through the platform has grown 57% month-on-month, and every customer has expanded usage. Spangle says it quadrupled annualized revenue in Q4, though it declined to share dollar figures.
The six-person team attributes the lean scale to AI tooling that automates much of the engineering lift. Kuruvilla and CTO Fei Wang-both ex-Amazon veterans-say they are building infrastructure, not plug-ins, and some prospects already describe Spangle as “Shopify for AI commerce.”
Funding Plans
The fresh capital will fuel:
- Deeper R&D on ProductGPT
- Engineering hires
- A dedicated sales organization
Key Takeaways
- Spangle’s Series A vaults its valuation from $30 million to $100 million in just over a year.
- Early brand adopters, responsible for $3.8 billion in online sales, report double-digit lifts in key metrics.
- With only six employees, the startup showcases how AI can scale enterprise software at record efficiency.
As discovery fragments across chatbots, agents, and social feeds, Spangle wants to give brands a single, adaptive surface that reacts the moment a shopper arrives.
