The era of endless online scrolling to find gifts or clothing is being transformed by AI shopping agents, prompting brands to adapt quickly. ReFiBuy, a startup based in Raleigh, is stepping up to aid brands and retailers in this new AI-driven commerce landscape, having just secured a $13.6 million seed round to bolster their efforts.
Agentic Commerce Optimization (ACO) is at the heart of ReFiBuy’s mission. This practice involves optimizing a brand’s product data at the SKU level to ensure AI shopping agents can effectively evaluate, compare, and recommend products to consumers. Unlike traditional ecommerce strategies that focused on search rankings and browsing habits, ACO addresses the AI layer now mediating between brands and consumers.
Projections suggest that agentic commerce could account for $300 billion to $500 billion in U.S. online retail sales by 2030, representing 15% to 25% of total e-commerce. ReFiBuy’s recent funding round, led by NewRoad Capital Partners and supported by other notable investors, aims to enhance their Commerce Intelligence Engine and accelerate market strategies.
According to CEO Scot Wingo, the startup, launched in 2025, is focused on rapid development cycles due to the fast-paced technological advancements. ReFiBuy operates in 30-day development sprints to maintain agility and prioritize effectively. The team is committed to staying ahead in the competitive landscape, leveraging the new capital to propel their growth and innovation in the AI shopping sector.
