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: Seed. 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) — closed-loop ACO for catalog evaluate/enrich/distribute/sync/monitor. Build with ReFiBuy (API, MCP, CLI). ACO Everywhere (extends ACO to all AI selling surfaces incl. Amazon Alexa for Shopping, design partners open). AI1000 / AI Commerce Rankings (with Digital Commerce 360). RetailPlaybook (newsletter/podcast on retailer shopping agents). 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
Nexi Group (European merchants ACO, Sep 2026), Elastic Path (B2B Composable Commerce integration, May 2026), Digital Commerce 360 (AI1000 / AI Commerce Rankings), Mastercard Start Path Agentic Commerce & Services cohort (Sep 2026), MACH Alliance
Notable customers
Steve Madden (named customer / design partner), e.l.f. Cosmetics, Betsey Johnson, Dolce Vita, Spoonflower, James Avery, Freshpet, Mitchell Stores, Murphy's Naturals, Acosta Group, Backyard Discovery, WellPeople
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), Partnered with Elastic Path for B2B ACO integration (May 2026), Launched RetailPlaybook with Andrew Bell as VP Research (Jun 2026), Launched AI1000 / AI Commerce Rankings with Digital Commerce 360 (Jul 2026), Introduced ACO Everywhere incl. Alexa for Shopping design partners (Jul 2026), Joined Mastercard Start Path Agentic Commerce cohort (Sep 2026), Partnered with Nexi Group for European merchant ACO (Sep 2026)
Growth metrics
~34 employees (Sep 2026); multiple named enterprise brand/retailer customers on homepage; post-seed GTM scaling with ACO Everywhere, AI1000 benchmark, and EU expansion via Nexi
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
U.S. HQ (Raleigh, NC) with expanding European reach via Nexi partnership (merchants across 25+ countries)
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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Official website: https://refibuy.ai