A few short years ago, the predominant theory in the emerging eCommerce space was for big brands to dig out their own space on the market using proprietary software and applications. Now, the trend has shifted much more in favor of using pre-built APIs to offer customized experiences.
That’s the mission statement of eCommerce integration startup Moltin, which VentureBeat reported just secured $2 million in funding to expand its customizable mobile commerce platform. Frontline Ventures, AngelList Syndicate, Y Combinator and Funders Club all participated in the seed funding round, and Moltin Cofounder Adam Sturrock told VentureBeat that the move signifies the ongoing existence of several integrative and user interface problems that many brands face when starting up eCommerce operations.
“The eCommerce technology space is still plagued with huge problems, despite the number of players, which is indicative of a market that hasn’t had its issues truly solved yet,” Sturrock said. “We’ve solved that problem in a really simple way, and it means building for websites, apps, even virtual or augmented reality is simple, and practically identical, no matter which technology you choose.”
In large part, Moltin only exists because its founders saw up close and personal the challenges many companies are running into as they try to scale eCommerce activities up to larger consumer bases. Sturrock, along with Cofounders Jamie Holdroyd and Chris Roach, told VentureBeat that after seeing the budget and resource overallocations that occurred whenever integration projects went on for too long, they had the idea for a company like Moltin that could help brands navigate the ever-changing pitfalls in eCommerce.
“Developers and designers often find these platforms frustrating, time-consuming, limiting to work with and have no creative freedom or flexibility,” Sturrock said. “Moltin takes a hybrid approach: to provide a powerful, flexible, responsive solution that can scale with any business.”