International e-commerce venture Flow raises $37m

US startup Flow has snagged $37 million in Series B funding from New Enterprise Associates (NEA), American Express Ventures and Latitude Ventures.

The company helps brands and retailers build a cross-border e-commerce business. Its client base includes traditional brands such as MZ Wallace and Charles & Colvard, digitally native players like MVMT Watches, M. Gemi, and Carbon38 and omnichannel retailers and marketplaces (including Stadium Goods and Goop).

It will use the cash to expand its product offerings and development, invest in current customers and customer acquisition, increase the company’s staffing, and to expand in the US and Europe.

“We have seen strong growth in consumers wanting to purchase from brands outside their domestic market and yet cross-border shopping remains as difficult and complex as ever. Flow is able to simply solve both brands’ and consumers’ challenges for cross-border e-commerce with our innovative AI-driven SaaS platform and a flexible microservices approach,” says Rob Keve, CEO at Flow.

“NEA, Amex Ventures and Latitude Ventures’ collective experience in retail technology and payments make them ideal partners for our mission in global commerce. Their combined network, credibility and expertise together with Bain Capital Ventures, will greatly assist our expansion.”

“As retail continues to evolve and more customers demand their goods from other countries, brands are recognizing the international opportunity for selling cross-border,” says Lindsay Fitzgerald, Managing Director at American Express Ventures.

“Flow’s platform helps retailers open up new sales opportunities and cater to a wider array of customers. Amex Ventures is pleased to support Flow in its future growth.”