HOUSTON INNOVATORS PODCAST EPISODE 106
With $150M in VC raised, this Houston company is re-envisioning the future of e-commerce operations
If you're operating a business that sells a product online, you have several options for software to support your efforts and needs as a merchant. However, as one group of Houston entrepreneurs realized, there wasn't a streamlined, one-stop-shop for e-commerce software. That is until Cart.com launched just over a year ago.
And it's been a busy year. The startup is led by CEO Omair Tariq, Chief Commercial Officer Remington Tonar, who previously served in a few leadership roles at The Cannon, and a several other co-founders and C-level execs. Following strategic growth and several acquisitions, the Houston e-commerce software provider now employs over 300 people and has raised around $150 million in venture capital. The suite of software services includes everything a company needs — from managing a storefront to collecting important data and metrics.
"Our platform is really geared toward ambitious companies that have their foot in the door, have sales, and have product-market fit, and now need to level up," says Tonar on this week's episode of the Houston Innovators Podcast. "E-commerce as an industry is highly fragmented — you have so many players, but they don't play well together. Through our end-to-end offering, we are bringing all these things together."
Described as a competitor to Amazon, Cart.com connects the dots for e-commerce companies, and, in fact, works alongside Amazon, too. While Cart.com clients can use the suite of software services to create their own shop, ship out of Cart.com's distribution centers, etc., they can also list their products on Amazon too.
"I like to view Amazon as co-op-etition. We can coexist with Amazon," Tonar says. "We're not antithetical to Amazon. We're not mutually exclusive. We can work with folks who are selling on Amazon to build their direct-to-consumer business, and we are doing that today."
And business are indeed looking for that help, Tonar says on the show. He describes the marketplace as a bit of a monopoly between Amazon, Walmart, and some other players that are essentially squeezing out small or even mid-market companies that can't compete with these larger companies. Walmart and Amazon have the scale necessary to control the end-to-end marketplace, and very few companies have that, Tonar explains.
"Now Cart.com has done the hard work and spent the money to go out and aggregate all of these capabilities. The difference is, we aren't hoarding them. We're offering them as services," he says.
Heading into the holidays, where potential new clients will be focusing on delivering on orders and sales, Cart.com is expecting a busy 2022 in terms of growth. In a lot of ways, the COVID-19 pandemic played a major role in the development of e-commerce and, by extension, Cart.com.
"The pandemic has played a role in overall accelerating the growth of ecommerce as a category and an industry. That growth was going to happen anyways, but it made it more ubiquitous faster," Tonar says. "It's just commerce now. This is just how people purchase and consume things."
Tonar discusses what else you can expect to see from Cart.com in terms of growth, more fundraising, and more. He also shares how he's observed the Houston innovation ecosystem grow over his years in the business. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.