Former Amazon executives build an agentic infrastructure layer connecting AI-led discovery to real-time conversion as ChatGPT Shopping, Google AI Overviews, and Meta reshape how consumers shop.

Spangle AI, the agentic infrastructure layer for commerce helping brands like REVOLVE, Steve Madden, and Alexander Wang drive up to 50% conversion lifts and 2x ROAS improvement, today announced a $15M Series A. The round is led by NewRoad Capital Partners, with participation from Madrona, DNX Ventures, Streamlined Ventures, and strategic angel investors, bringing total funding to $21M.

The funding comes as shopping decisions increasingly form on AI search, social platforms, recommendation engines, and emerging agents before customers ever reach brand websites.

"Having built unified AI systems at Amazon, including Alexa and customer service workflow automation at massive scale, we saw what's broken in traditional e-commerce stacks: fragmented data, slow feedback cycles, no intelligence layer tying it together," said Fei Wang, CTO of Spangle and former Amazon Principal Engineer leading Alexa and Customer Service Technologies.

"Spangle bridges that gap. We're building infrastructure where AI-driven discovery and on-site execution operate as one intelligence layer, connecting upstream intent to real-time conversion," said Maju Kuruvilla, CEO of Spangle.

In nine months since launching, Spangle has partnered with nine enterprise clients that collectively generate $3.8B in online sales, achieved 57% average month-over-month growth in traffic flowing through Spangle experiences, and quadrupled revenue run rate from Q3 to Q4.

"As a data-driven, innovation-focused retailer, we're always looking for ways to elevate the customer journey and maximize conversion," said Ryan Pabelona, Vice President of Performance Marketing at REVOLVE, where Spangle drove a 60% ROAS improvement and 50% revenue-per-visit lift. "The adaptive nature of Spangle AI meant we could meet shoppers in the moment, all while staying on-brand."

Market Need: Unified Intelligence from Discovery to Conversion

"Traditional commerce stacks were not designed for unified experiences," said Wang, referring to his tenure as CTO of Saks Off Fifth. "LLMs and agentic systems have made this level of integration achievable for the first time. Two years ago, this wasn't economically or technically viable. Today, with Spangle, it is."

Spangle makes brand commerce stacks agentic. ProductGPT, a commerce-specific reasoning engine tailored to each brand, learns their products, ad context, shopper intent, and what drives conversion. Seller Agents execute in real time, feeding insights back to ProductGPT. Every interaction increases the intelligence of the infrastructure layer.

Commerce and AI-Focused VCs Double Down

“Spangle's customers aren't just expanding, they're advocates. That's the demand-driven traction we look for," said Dave Finnegan, Strategic Advisor at NewRoad Capital Partners and former CXO at Orvis and CIO at Build-A-Bear. "As operators and technologists who've run retail businesses, we know point solutions won't capture the agentic commerce opportunity. Spangle is building the AI-native infrastructure commerce needs, and traction with tier-one brands gave us conviction."

“Spangle’s intelligence truly gets smarter with every session and interaction,” said Rickie Koo, Partner at DNX Ventures. “Many attempt this, but it’s rare to see a data moat deepen this efficiently and translate into revenue outcomes this quickly."

“When we led Spangle’s seed round, we saw a team tackling commerce’s most expensive inefficiency: paid traffic conversion,” said Scott Jacobson, Managing Director at Madrona. “There’s no shortage of AI hype, but Spangle stands apart for its agentic solution already delivering major performance gains for global brands. That combination of innovation and proven impact is why we’re excited to double down.”

Scaling for the Agentic Era

Spangle will use the funding to accelerate R&D-advancing its AI models, expanding agentic infrastructure, and scaling the engineering team to stay ahead as the market evolves.

“As commerce shifts toward agentic AI, partnering with Spangle keeps us at the cutting edge and helps us reimagine how we leverage AI across the customer journey," said Colleen Waters, VP of Commerce at Steve Madden, where the platform delivered a 41% add-to-cart lift and 20% conversion increase. "We appreciate that Spangle's intelligence layer is tailored specifically for Steve Madden. The models and agents reflect our brand and get smarter over time versus generic AI solutions."

About Spangle

Spangle AI is the agentic infrastructure layer connecting AI-led discovery to real-time conversion. For clients including REVOLVE, Alexander Wang, Steve Madden, and WHP Global, Spangle has delivered up to 50% conversion lifts and 2x ROAS improvement.

Founded in 2024 by serial entrepreneurs with 30+ years scaling AI and commerce at Amazon, Saks, and Gap, Spangle is backed by NewRoad Capital Partners, Madrona, Streamlined Ventures, DNX Ventures, and strategic angels with $21M raised to date. Recognized by Business of Fashion's AI Startups to Watch, NRF VIP Awards for Best AI-Driven Marketing Solution, and the 2025 New York Fashion Tech Lab. Learn more at spangle.ai.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260108311127/en/

"We're building infrastructure where AI-driven discovery and on-site execution operate as one intelligence layer, connecting upstream intent to real-time conversion."