The emergence of artificial intelligence as a primary shopping tool is reshaping how e-commerce companies approach customer acquisition, prompting significant investment in platforms designed to navigate this technological shift. ReFiBuy, a Raleigh-based startup founded by serial entrepreneur Scot Wingo, recently secured $13.6 million in seed funding to help brands optimize their presence for AI-powered shopping agents.
The funding round, led by NewRoad Capital Partners, reflects growing investor confidence in the potential of AI-driven commerce solutions. With consumer behavior increasingly incorporating generative AI tools for product research, companies are recognizing the need to adapt their marketing strategies beyond traditional search engine optimization.
From Human Searches To Agent-Based Purchasing
The transformation of e-commerce represents a fundamental shift in how products reach consumers. Where companies previously focused on optimizing their visibility for human-driven search engines, the new landscape requires consideration of AI agents that autonomously research, compare, and purchase products. According to research from Bain & Company, between 30% to 45% of U.S. consumers now use generative AI platforms like ChatGPT, Claude, Perplexity, or AI-enhanced Google search for product research.
This behavioral change has created what industry observers call “agentic shopping,” where AI systems make purchasing decisions with minimal human intervention. The implications for retailers extend beyond simple product listings to encompass how brands communicate product information across digital platforms.
ReFiBuy’s approach centers on ensuring that large language models possess comprehensive product data, effectively transforming AI systems into outsourced sales representatives. The company’s tools help brands surface their products in AI-generated recommendations and shopping results, addressing a gap that traditional SEO strategies cannot fill.
Scaling Infrastructure For AI Commerce
The startup’s expansion plans reflect the urgency many companies feel about adapting to AI-driven commerce. With approximately 20 employees currently based in downtown Raleigh, ReFiBuy expects to add another 10 team members in the coming months, focusing on sales, marketing, and engineering capabilities.
This growth trajectory mirrors broader trends in enterprise AI adoption, where companies are investing heavily in tools and platforms that can help them remain competitive as artificial intelligence reshapes consumer interactions. The consulting aspect of ReFiBuy’s business model addresses the knowledge gap many traditional retailers face when attempting to understand and implement AI-optimized strategies.
Wingo’s track record with previous ventures, including e-commerce platform ChannelAdvisor and on-demand services company Spiffy, positions him well to understand the challenges facing digital commerce companies. His involvement with the Triangle Tweener Fund also demonstrates his commitment to fostering the regional startup ecosystem.
Investment Signals Market Transformation
The substantial seed funding secured by ReFiBuy indicates that investors view AI commerce optimization as more than a temporary trend. NewRoad Capital Partners’ leadership of the round suggests institutional confidence in the long-term viability of AI-driven shopping solutions.
As conversational commerce continues to evolve, companies that fail to adapt their digital presence for AI consumption risk losing visibility in an increasingly automated marketplace. The success of startups like ReFiBuy may serve as an early indicator of how quickly traditional e-commerce strategies will need to evolve to remain relevant.
The broader implications extend beyond individual company success to encompass how entire industries approach digital marketing and customer acquisition. As AI agents become more sophisticated in their purchasing capabilities, the companies that provide the infrastructure and expertise to navigate this transition are positioned to capture significant market share in the evolving digital economy.
