aims to keep developers happy with its no-code approach to digital storefronts – TechCrunch



Any e-commerce business needs to constantly change their digital storefront to ensure accurate inventory. But to launch a new product or test a homepage placement, it is often necessary to bring in busy developers for advice, slowing the process down. believes customers should be able to create whatever kinds of business experiences they want like a drag-and-drop system that they could plug into their tech stock without the help of this developer.

Today, the company announced $ 14 million in new funding from Greylock, with participation from Imaginary Ventures and a group of angel investors, including Everlane Founder and CEO Michael Preysman, Hopin CTO Anthony Kennada and Datadog COO Adam Blitzer.

Company co-founders Steve Sewell and Brent Locks saw this problem arise when they worked together to build web apps for fashion e-commerce company ShopStyle. CEO Sewell said the company was one of the first to go ‘headless’, that is, to separate front-end and back-end applications so that they can be updated independently. without affecting the other.

However, while updating ShopStyle Pages, they encountered a flood of requests for support for updating and testing non-developer pages and it became overwhelming.

“We haven’t really thought about content management at all,” Sewell told TechCrunch. “We weren’t prepared for this. We had this nice API infrastructure, but we had no way of handling these things.

Usually, to get something like a new button on a webpage, this request can be sent to an engineer and completed within a month or even priority.

To get around the timing, the marketing team would often create their own pages using other software and then integrate them into the company site, which slowed down the website, he added.

“Code is a bottleneck for merchants, and the reality becomes that they aren’t building anything new or testing anything because it takes too long and costs too much,” Sewell added.

Instead, provides the proper web feed with a visual drag-and-drop editor and headless content management system so that marketers, product managers, or designers can use existing components or create theirs to create the content, run the A / B tests and measure the conversions they need.

Since the launch of the commerce tool in 2019, the company has seen customer growth six times the previous year and now works with more than 400 customers, including Everlane, Alo Yoga, Afterpay and Vistaprint. It also brought in Angular founder Misko Hevery as CTO.

This growth led the company to seek new financing to hire additional staff in support and sales. It kicked off a native integration with Shopify in 2020 and, with the funding announcement, also unveils Universal Connectors so that commerce businesses can integrate with any headless commerce platform or API without modifications. code, as well as for developers to create their own data connectors. sources.

“We want to get to the point where every person can do something easily and know how to create anything they can imagine,” Sewell said.

Mike Duboe, a partner at Greylock and a member of the Builder board of directors, says he also saw this problem firsthand while working at Stitch Fix, where he was the first internal growth hire.

One of the issues he was looking at was reducing dependencies on developers and allowing more headless operations. For every new page someone wanted to turn, that would go to the end of the queue. Traders don’t often have engineers, or just a few, and any by-product added to the site slows down the speed, Duboe added.

“Steve and Brent were going through this stuff before it became the lexicon,” he said. “They’re also nice additions: Steve has the caliber of a technical leader, and the hiring of Angular’s founder to be CTO has made the company a magnet for talent. We invested before it happened, but he is passionate and cares about performance. Brent is a leader on the product and business side, and they both have a deep empathy. “


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