Neato, a 2P e-commerce accelerator that partners with consumer brands as their exclusive online retailer, has raised $25 million in growth capital led by Advantage Capital, allowing the company to expand its online retail partnership model. The investment will support the launch of two new operations centers in Las Vegas and Chicago with integrated e-commerce prep capabilities, expansion of their AI agent stack and accelerate Neato’s expansion beyond Amazon.
The raise comes amid a wave of institutional investment flowing into the commerce enablement sector, as investors increasingly back operators that help brands scale across fragmented online marketplaces.
The surge reflects a broader shift in capital in the e-commerce ecosystem. Rather than acquiring brands outright, a new generation of operators is building businesses by partnering with brands and managing their marketplace operations end-to-end.
Founded in 2018 as a wholesale distributor, the Las Vegas-based company evolved after its leadership saw firsthand how brands struggled to manage their Amazon presence and maintain control over pricing, content, and distribution. Founder and CEO Anthony Connelly along with his co-founder, Spencer Jacobs, built a model that gives brands the familiar retail experience they expect from traditional distribution, with full-stack agency services, advertising, creative, brand protection, and data analytics, all included at no additional cost.
The company manages a portfolio of large CPG brands across pet, hard goods, grocery, beauty, supplements, and personal care. Neato primarily works with upper-middle-market to pre-enterprise brands, a segment the company believes is chronically underserved by larger marketing agencies managing hundreds of accounts that run stale playbooks where marketplaces are an afterthought.
