Amsterdam-based Instant Commerce secures €2m pre-seed funding to boost its headless storefront builder

Amsterdam-based Instant Commerce announced it has secured €2 million pre-seed funding to boost its headless storefront builder. The funding was led by firstminute capital with the participation of the founders of Storyblok, Wandera, Snyk, and Supercell. Instant Commerce will use this funding to build out the product, expand the team, and create brand awareness throughout Europe.

In 2016, Instant started its e-Commerce Agency Story of AMS. Over the years, the company has specialized in building headless webshops for brands with the likes of Philips to fast-scaling direct-to-consumer brands. During this time, Instant has learned a thing or two about headless commerce, the benefits but also its pitfalls. Instant Commerce was started in January 2022 to solve the issues that come with headless commerce such as the high costs of building and maintaining the frontend, developer dependencies, slow time to market, poor dev-ops execution, and more.

With its frontend as a service platform, which is a no-code-oriented platform with features that support adding custom code for more customization, Instant wants to empower the e-Commerce teams to stay in control of their shopping experience. And on the other hand, the company want to make building and maintaining the frontend as easy as possible for agencies and or in-house teams.

Sam Endacott, firstminute capital: “We believe the future of web development and e-Commerce is headless and have had a front-row seat in this category with our investments in Storyblok and Nuxt. However, the missing link has been a software layer to co-ordinate the ecosystem of APIs from the front-end that can be used by both non-technical users and developers. The Instant Commerce team have experienced this pain point directly having built a highly successful e-Commerce Agency before working with major global brands. Their first product - a no-code solution to help e-Commerce teams go headless without technical expertise - is just the first step in what we think can be a major platform in facilitating the next wave of e-Commerce growth.”

This year, Instant Commerce started with 19 team members that joined from the agency to Instant Commerce. In the past few months, the company has made a few key hires with B2B SaaS experience to help lay the foundation for further growth.

www.instantcommerce.io