Pipe17 brings in retail technology veteran Kelly Goetsch and bags $15.5 million in funding

Pipe17, a provider of AI powered composable order operations, has announced a $15.5 million funding round. It also recently hired its first Chief Operating Officer, Kelly Goetsch, who joins from commercetools.

Goetsch also co-founded and ran the MACH Alliance, an industry consortium of 100+ vendors advocating for composable MACH (Microservices, APIs, Cloud, and Headless) technologies.

“Joining Pipe17 feels like history repeating itself. When I joined commercetools, I saw a massive market opportunity to redefine how businesses power ecommerce via headless and composable commerce infrastructure – and we did exactly that,” says Goetsch.

“Now, with Pipe17, I see the same potential - this time in pioneering the future of composable order operations. This platform is fast, scalable, and uniquely designed to unify systems and channels, enabling businesses to stay competitive and deliver exceptional customer experiences.”

Pipe17 powers the operations of brands such as Allbirds, Made In Cookware, Orthofeet and MaryRuth Organics, and logistics providers like Ryder, UPS and FedEx.

The funding round was led by LFX Venture Partners, with participation from current investors GLP and others, including convertible note funding.

“We are at a pivotal moment in commerce, where businesses are under immense pressure to adapt to an increasingly complex and fragmented landscape,” says Mo Afshar, CEO and Co-Founder, Pipe17.

“We are uniquely positioned to address these challenges and shape the future of commerce. This funding round, combined with Kelly’s hire, signals the next phase of our growth. We will continue to build - and scale - the infrastructure businesses need to unify their operations and unlock new levels of efficiency.”

“We are proud to lead Pipe17’s latest funding round,” says John Seung, Managing Partner, LFX. “It is the most capable technology platform to orchestrate the rapidly proliferating point-of-sale and distribution points in e-commerce. We are excited to have Kelly Goetsch join this veteran team to further accelerate growth.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

As AI sees increasing adoption in the retail space, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

FAQs

Is there a fee to enter the awards?: No, it is free of charge.

Can I enter across multiple categories: Yes.

Do I need to complete all the sections in the entry form? No, but the more information you provide, the better chance you have of producing a successful submission.

Is there a certain timeframe for nominated projects, initiatives etc? Yes, nominated projects, initiatives etc should have been completed (or substantially completed) during the last 12 months.

Who has visibility of our completed entry form and what information will be public should we win or be shortlisted? Only our Editor, Scott Thompson, and judging panel will view submissions. The information provided in the summary section of the entry form will be made public.

Do you only accept entries from UK-based companies? No, we accept entries from all parts of the world.

What is the shortlists process? Shortlists will be announced in April 2025, then shortlisted entries will be sent to our independent judging panel who will decide upon the winners and highly commended submissions. Shortlisted companies will be invited to attend an awards ceremony at The Barbican in Central London on Thursday, 3rd July 2o25.

Do winners and highly commended companies receive post-event coverage? Yes, post-event coverage includes articles on our website and also an in-depth awards review in our printed magazine. There is also the opportunity for a company profile type piece to be published on our site and within our magazine.

When is the deadline for 2025 submissions? Friday, 23rd May 2025.

When will the 2025 winners be revealed? Winners will be announced at an event at The Barbican in Central London on Thursday, 3rd July. This will kick off with a drinks reception, followed by a three course meal, awards ceremony, and after party featuring DJ until midnight.

Who will be judging submissions? Details of our 2025 judging panel will be announced in the near future.