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ReFiBuy

Category: AI Agents

ReFiBuy is an Agentic Commerce Optimization (ACO) platform that helps brands and retailers optimize product catalogs for AI shopping agents. ReFiBuy was founded in 2025. The company is led by Scot Wingo. Based in Raleigh, North Carolina (Triangle area). Team size: 11-50. Total funding raised: $15.3 million. Latest round: Pre-seed (oversubscribed). Key investors include ["NewRoad Capital Partners","G20 Ventures","Commerce Ventures","Knoll Ventures","Ridge Ventures","Silicon Road Ventures","Incubate Fund","VELA Partners"].

Founded
2025
Headquarters
Raleigh, North Carolina (Triangle area)
Team size
11-50
Total funding
$15.3 million

Value proposition

Provides continuous, SKU-level Agentic Commerce Optimization — evaluating, enriching, distributing, and monitoring product data so brands and retailers win visibility on AI shopping engines like ChatGPT, Perplexity, Gemini, and Copilot.

Products and solutions

Commerce Intelligence Engine (flagship product) — an agentic-native, closed-loop platform for catalog evaluation, enrichment, distribution, sync, and monitoring. Also offers Build with ReFiBuy (developer platform via API, MCP, CLI) and Agentic Readiness Report.

Unique value

The first dedicated Agentic Commerce Optimization platform purpose-built for the era of AI shopping agents — ensures products are eligible, visible, and competitive across all major AI shopping engines.

Target customer

Retailers, large brands, and manufacturers

Industries served

E-commerce, Retail

Technology advantage

Closed-loop, agentic-native platform that continuously evaluates and optimizes product data at the SKU level for AI shopping engines — built by e-commerce veterans who understand catalog complexity at scale.

How they differentiate

First mover in the Agentic Commerce Optimization category; closed-loop system that evaluates, enriches, distributes, syncs, and monitors product data continuously — not one-time audits. Built by e-commerce infrastructure veterans who previously built ChannelAdvisor.

Main competitors

ChannelAdvisor, Other emerging AI-driven e-commerce automation startups

Key partnerships

G20 Ventures, Commerce Ventures, Knoll Ventures, Tweener Fund, Kevel

Notable customers

Steve Madden (design partner / named customer)

Major milestones

Launched out of stealth mode (Mar 2025) Secured $1.7M in pre-seed funding (Mar 2025) Launched Commerce Intelligence Engine GA (Sep 2025) Opened platform to developers with Build with ReFiBuy (Mar 2026) Secured $13.6M Series Seed led by NewRoad Capital Partners (May 2026)

Growth metrics

Early-stage startup actively developing its product and initiating customer acquisition

Market positioning

Positioned as the leading Agentic Commerce Optimization platform — defining the infrastructure and standards for how brands and retailers compete on AI shopping engines.

Geographic focus

Primarily focused on the U.S. market

Patents and IP

No public information on patents or IP

About Scot Wingo

Scot Wingo is a serial entrepreneur with over two decades of experience in the e-commerce and technology sectors. He is the co-founder and CEO of ReFiBuy, an AI-native startup focused on solving complex e-commerce challenges. Before ReFiBuy, he co-founded and led ChannelAdvisor, a leading e-commerce platform, to a successful IPO in 2013. He also founded and served as CEO of Spiffy, a digital car care service. Wingo is also an active investor and mentor in the startup community as the General Partner of the Triangle Tweener Fund.

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