The rapid evolution of artificial intelligence is reshaping how consumers discover and buy products online, and investors are moving quickly to back platforms that promise to redefine digital commerce. Spangle, an AI-driven e-commerce software company founded by former Bolt chief executive Maju Kuruvilla, has emerged as one of the latest beneficiaries of that shift, securing new funding that triples its valuation to $100 million and positions it at the center of the next phase of retail technology.

Funding Momentum Signals Investor Conviction

Spangle raised $15 million in an all-equity Series A round led by NewRoad Capital Partners, bringing its total funding to $21 million. The raise comes just over a year after a $6 million seed round valued the company at $30 million, underscoring accelerating investor confidence in AI-native commerce tools. Additional backers include Madrona, DNX Ventures, Streamlined Ventures, and a group of strategic angels.

The funding trajectory reflects a broader trend in venture markets, where capital is concentrating around platforms that can deliver measurable revenue impact rather than experimental AI use cases. For Spangle, that impact is already visible at the enterprise level.

Reinventing the E-Commerce Experience

Spangle’s core proposition challenges one of online retail’s longest-standing assumptions: that shoppers should be funneled into static product or category pages. Instead, retailers using Spangle route visitors to dynamic, AI-generated pages built in real time by the company’s proprietary ProductGPT model. The system analyzes signals such as referral source, search behavior, click patterns, and peer activity to assemble a personalized shopping experience on the fly.

This approach reflects how consumer behavior has shifted toward discovery through social platforms, AI assistants, and recommendation engines well before a shopper reaches a brand’s website. By adapting content dynamically, Spangle aims to help retailers meet customers where they are — psychologically and contextually — rather than forcing them into predetermined journeys.

Enterprise Traction and Measurable Results

Since emerging from stealth, Spangle has signed nine enterprise customers, including fashion retailers Revolve, Alexander Wang, and Steve Madden. Collectively, those brands represent roughly $3.8 billion in annual online sales. According to the company, traffic flowing through its platform has been growing by about 57% month over month, with all customers expanding usage.

Kuruvilla says brands using Spangle are seeing close to a 50% increase in revenue per visit, a doubling of return on ad spend, and a meaningful lift in average order value. Such metrics are particularly compelling at a time when customer acquisition costs remain elevated and retailers are under pressure to extract more value from existing traffic.

Strategic Roots and the AI Commerce Thesis

Kuruvilla’s background — including more than a decade at Amazon and his tenure leading Bolt — shapes Spangle’s focus on infrastructure rather than incremental optimization. He co-founded the company with Fei Wang, a former Amazon principal engineer and ex-CTO of Saks Off 5th. Together, they are betting that AI-native systems will become foundational to commerce, much as cloud platforms reshaped enterprise software.

With just six full-time employees, Spangle also illustrates how AI tools are enabling startups to scale sophisticated enterprise products with lean teams — a dynamic that could further disrupt traditional software economics.

Looking Ahead

As shopping becomes increasingly mediated by AI agents and automated discovery tools, platforms that can respond dynamically to both humans and machines may gain a durable edge. Spangle’s next challenge will be sustaining growth while expanding engineering and sales capabilities without diluting its early execution discipline. For investors and retailers alike, the company’s progress will serve as a test case for whether AI can move from promise to durable profit engine in global e-commerce.