AI powered e-commerce startup ReFiBuy announces board of advisors including Kiri Masters and Rick Watson

Scot Wingo, co-founder of ChannelAdvisor, has launched a new venture, ReFiBuy, aimed at solving complex e-commerce problems for retailers and brands using AI technology, and announced the founding members of its board of advisors.

Justin Bomberowitz is Senior Director of E-commerce at Wilde Chips, where he leads digital growth initiatives. With a background spanning roles at PepsiCo, Ocean Spray, and Clavis Insight, he brings experience in consumer brands as well as e-commerce strategy and operations, and will help ReFiBuy with its CPG and brand strategy.

Kelly Goetsch is COO at Pipe17, which is focused on order operations as a replacement for the traditional OMS category. He was also longtime CPO and later CSO at commercetools, and Co-founder/Founding President/Past Chairman at MACH Alliance, a consortium of vendors advocating for microservices, APIs, cloud and headless.

Kiri Masters is a leading voice in retail media and e-commerce strategy. She founded Bobsled Marketing, an Amazon focused agency acquired by Acadia in 2022, and now hosts the Retail Media Breakfast Club, a daily podcast and video series. A regular contributor to Forbes and co-author of Amazon for CMOs and Instacart for CMOs, she brings the board of advisors expertise in retail media networks, marketplace growth, brand strategy, and digital transformation.

Rick Watson is a seasoned e-commerce strategist with over two decades of experience leading digital transformation initiatives. As founder of RMW Commerce, he advises investors and management teams on scaling direct-to-consumer businesses. His past roles include leadership positions at ChannelAdvisor, BarnesandNoble.com, and Pitney Bowes. Watson also hosts The Watson Weekly, a podcast offering insights on the retail sector’s biggest news and players. 

Masters says: “ReFiBuy is at the intersection of retail marketplaces, and AI - two areas I'm deeply passionate about. The team is leveraging agentic AI to revolutionise how consumers research, find, and buy products online, creating seamless shopping experiences that will drive growth and efficiency for brands and retailers.”

Watson comments: “Safe to say that Scot and I have known each other a long time - who's counting but 27 years by his count - I think I was seven when I joined his first company Stingray Software. When Scot said he was getting back into e-commerce, I jumped at the chance to work with him again. Look for more news in this space as the company develops.”

“The fun thing about a startup is the pivots, this is a broad addressable market with a lot of opportunities and existing players who don't truly "get" the changes that the latest generation of AI brings to the table. This creates a ton of whitespace and open opportunities.”

Wingo says: “When we founded ReFiBuy, we knew that we needed to surround ourselves not only with awesome investors that know the commerce and retail space, but also build a powerhouse board of advisors that filled in some gaps in our experience. Digital retail is now a ~$4 trillion economy and is touching everything.”

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.