Scot Wingo, a serial ecommerce entrepreneur and co-founder of ChannelAdvisor, is making headlines again with the launch of ReFiBuy.
Scot Wingo, co-founder and CEO, ReFiBuy
His new venture aims at solving complex problems for retailers and brands using advanced AI frameworks. Wingo previously led ChannelAdvisor to a successful IPO and positioned it as a leader in the ecommerce sector. He has teamed up with fellow ChannelAdvisor alumni Cameron Bowe, James Frawley, and Derek Conlin for this latest project.
ChannelAdvisor, which Wingo founded in 2001, became a critical platform for helping retailers and brands manage their product listings, inventory, and sales across multiple online marketplaces like Amazon, eBay, and Walmart. Under Wingo’s leadership, ChannelAdvisor grew into one of the most influential companies in the ecommerce infrastructure space. That culminated in a successful public offering in 2013 before being acquired by CommerceHub in 2022 for $663 million.
Scot Wingo launches new platform ReFiBuy
With ReFiBuy, Wingo is focusing on artificial intelligence (AI) after realizing it could address many of the persistent challenges he faced at ChannelAdvisor.
“As I was learning more about GenAI and RAG frameworks, I started wondering if this could solve some of the thornier problems we could never fully crack at ChannelAdvisor,” Wingo said. “After some exploration, we’re confident the answer is yes.”
Wingo sees AI as a transformative force in ecommerce, with the ability to automate complex decision-making, improve product recommendations, and enhance customer experience at scale.
“AI is finally at the point where it can process the enormous complexity of retail data and customer behavior in real-time — something that’s been a bottleneck in ecommerce for years,” he said.
The launch comes with news of a successful $1.5 million pre-seed round that was oversubscribed to $1.7 million before the team had to cap it off. The funding round includes backing from G20 Ventures, whose partners Bob Hower, Mike Troiano, and Bill Wiberg led ChannelAdvisor’s Series B. Wingo expressed excitement about reuniting with the G20 team.
“It’s great to be working with Bob and team again,” Wingo said.
Knoll Ventures also participated, with Wingo praising Richard Fraim and Andrew Dorman’s commitment to supporting founders. Commerce Ventures, led by Matthew Nichols, brings deep expertise in digital retail, payments, and ecommerce, positioning ReFiBuy for early insights into market trends.
The investor lineup includes prominent individual backers such as James Avery (Kevel), Jason Goldberg (Publicis Groupe), Anthony “Pomp” Pompliano, Dan Rua (Admiral), Robbie Allen, Jonathan Marcus, Will Holt, Derek Wall, and Ben Brooks, who wrote ChannelAdvisor’s first check.
“This incredible group of investors gives us both confidence and responsibility,” Wingo said. “Now, it’s time to go heads-down and build.”
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