Raleigh startup ReFiBuy raises $13.6 million to help brands get found…

Team S · 2026-05-07T14:33:20.000Z

ReFiBuy, a Raleigh-based Agentic Commerce Optimization (ACO) platform, has raised $13.6 million in an oversubscribed seed round led by NewRoad Capital Partners. The round included Ridge Ventures, Silicon Road Ventures, Incubate Fund, and VELA Partners, with continued backing from G20 Ventures, Commerce Ventures, and Knoll Ventures. The capital will be used to scale its Commerce Intelligence Engine and accelerate go-to-market efforts. The company was founded in 2025 by Scot Wingo, a serial entrepreneur whose previous ventures include ChannelAdvisor — an e-commerce platform that went public in 2013 and sold to private equity in 2022 — as well as the on-demand car-care company Spiffy and the Triangle Tweener Fund. ReFiBuy currently has around 20 employees based in downtown Raleigh and plans to hire another 10 in the coming months. The company is targeting a shift in how products are discovered online. AI shopping agents — powered by tools like ChatGPT, Claude, Perplexity, and AI-enhanced Google search — are becoming a primary interface through which consumers research and buy products, with between 30% and 45% of US consumers now using generative AI for purchase research, according to Bain. Traditional search engine optimisation no longer covers this new discovery layer. ReFiBuy builds tools that prepare brands' product data at the individual SKU level so AI agents can accurately evaluate, compare, and recommend those products, and consults with companies on how to keep pace with rapid changes in the space. Bain & Company projects that agent-driven shopping could reach between $300 billion and $500 billion in US sales by 2030, making the infrastructure layer ReFiBuy is building an increasingly critical part of the e-commerce stack.

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Raleigh startup ReFiBuy raises $13.6 million to help brands get found… | Newnex