Channel3 this week confirmed a $6 million seed round led by Matrix, with participation from Ludlow Ventures, Paul Graham, Sri Batchu and Matteo Franeschetti. The investment assists Channel3 with its mission of making every product on the web discoverable and actionable by AI.
The agentic AI race is redefining shopping, as companies compete to show that AI can deliver real value by helping consumers find, compare and buy products. Channel3 gives developers and merchants AI-ready access to products across the Internet. Today, Google, Amazon and ChatGPT own the agentic commerce channel because they own all the product data. Channel3 targets that by building a real-time product database that’s accessible to every merchant and developer, thereby democratizing the foundation of AI-driven commerce.
“AI-driven shopping is only as powerful as the data it can act on,” said Alexander Schiff, co-founder and CEO of Channel3. “Developers building agentic commerce applications often get stuck on product data because collecting and maintaining it is too difficult and expensive. We handle the infrastructure layer, so developers can focus on building the best user experience.”
George Lawrence, co-founder and CTO, added,
“Product data has always been a problem that no one has fully solved. Now, with multimodal AI models smart enough to understand products and inexpensive enough to operate at scale, Channel3 is making product data reliable, structured and actionable. This enables developers to build AI shopping experiences that are frictionless, intelligent and scalable.”
Channel3’s API provides access to a real-time product catalogue that connects products, variants, images, attributes and merchant offers across the web. It allows any app or agent to search products, surface the best options and link users directly to merchants for purchase. The company’s technology uses multimodal AI models to match products across merchants, link variants, extract rich attributes and interpret product pages—ensuring AI agents can find the right products, regardless of how listings differ.
For merchants, Channel3 offers a way to participate in this new commerce channel. By syncing their catalogue, merchants can make their products discoverable by the growing number of AI agents guiding consumer purchases with no technical work required on their end. Channel3 also ensures that product data is clean, structured and continuously updated so it can be surfaced on any AI platform, even as standards, protocols and schemas evolve. Merchants also benefit from tracking and affiliate infrastructure, making it easy to attribute sales.
“The team at Channel3 is tackling a generational opportunity that we firmly believe will become the foundational layer for the agentic commerce era,” said Kojo Osei, partner at Matrix. “We’re proud to partner with this team as they lead the charge in a massive, emerging market.”