Chord Raises $18M to Revolutionize Headless Commerce

Chord: A New Vision for Headless Commerce

Previously known as Arfa, the e-commerce startup founded by former Glossier executives Henry Davis and Bryan Mahoney has undergone a significant transformation. Today marks the announcement of a revised company vision, a new brand identity, additional funding, and a strategic acquisition.

From Arfa to Chord: A Focus on Technology

The company will now operate under the name Chord. According to Davis, who serves as Chord’s chairman and COO, this change signifies a dedicated focus on their technology platform. The startup is shifting away from launching its own direct-to-consumer brands. Further details regarding the future of their existing brands will be revealed shortly.

Commerce as a Service

Mahoney, Chord’s CEO, describes the platform as providing commerce as a service. This means Chord is designed to fulfill the comprehensive needs of businesses adopting a headless commerce approach. This involves utilizing e-commerce infrastructure independent of the customer-facing front-end.

Addressing the Challenges of Modern Commerce

Davis highlighted that many businesses struggle with inadequate data infrastructure and the complexities of managing multi-channel operations. He stated the goal is to eliminate the need for compromises in core business functions. The technology stack is intended to provide complete support.

Differentiation in a Crowded Market

While numerous headless commerce startups exist, Davis asserts that many rely on the same underlying tools. Chord aims to offer a differentiated solution, providing businesses with a competitive advantage rather than simply adding another similar offering to the market.

Integrated Customer Data Platform

Mahoney emphasized that Chord’s customer data platform is a core component, integrated into every aspect of the platform. This provides a unified analytical layer for collecting data across all functionalities.

Acquisition of Yaguara

Chord has acquired Yaguara, a Denver-based e-commerce data startup, for an undisclosed amount. The integration of the Yaguara team will enable Chord to strengthen its capabilities in data analysis and visualization.

Series A Funding

The company has secured $18 million in Series A funding, bringing its total funding to $25 million, as reported by Crunchbase. Eclipse Ventures led the investment round.

Vision for the Future

Mahoney articulated the company’s ambition to become the leading infrastructure provider for headless commerce. They aspire to be recognized as the “Stripe of headless commerce,” mirroring Stripe’s role in powering online payments.