Agentic commerce specialist ReFiBuy raises $13.6 million seed round led by NewRoad Capital Partners

ReFiBuy, an agentic commerce optimisation platform for brands and retailers, has announced $13.6 million in a seed funding round led by NewRoad Capital Partners. This includes new backers Ridge Ventures, Silicon Road Ventures, Incubate Fund, and VELA Partners, with continued support from G20 Ventures, Commerce Ventures, Knoll Ventures, and retail industry angel investors.

The capital will be used to scale ReFiBuy's Commerce Intelligence Engine and accelerate go to market plans.

"This seed round represents both the strong interest from the investment community in agentic commerce and solidifies our leadership position in the space," says Scot Wingo, CEO and Co-founder at ReFiBuy. "We plan to leverage the seed to accelerate our platform as well as our go-to-market motion to match the urgency our customers and prospects are feeling from this tectonic change."

"Product data is becoming the most important infrastructure layer in commerce, and ReFiBuy is building it," says Stefan Sterns, Partner at NewRoad Capital Partners. "Scot and his team bring exactly the combination we back: deep operator experience in commerce, a clear eyed view of where the market is going, and a product already delivering results for sophisticated brands and retailers."

"Retailers and brands are struggling to make sure every one of their SKUs is relevant for the millions of unique LLM-based queries," says Matt Nichols, Partner at Commerce Ventures. "Fortunately, Scot has been building solutions for this customer set for decades, and knows what it takes to optimise product data for maximum visibility and sales."

"Scot and the team have turned ReFiBuy into the go to source for the emerging agentic commerce community, while making fantastic progress from both a platform and go to market standpoint," says Bob Hower, Partner at G20 Ventures. "We're thrilled to continue on this journey, now with this fantastic group of investors behind us."

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.