Tradeswell is announcing today that it has secured $15.5 million in Series A funding, following its launch last October.

Paul Palmieri, co-founder and CEO, formerly headed the digital advertising firm Millennial Media (currently under the ownership of Verizon Media, the parent company of TechCrunch), and he observes that the current e-commerce landscape mirrors the online advertising sector during his time at Millennial—ripe for increased optimization and automation.

Tradeswell concentrates on six essential areas for e-commerce operations—marketing, retail, inventory, logistics, forecasting, lifetime value, and financials—with a primary focus on enhancing net margins, rather than solely increasing website traffic or sales volume. The platform is capable of completely automating certain tasks, such as the purchasing of online advertisements.

As an example of its capabilities, Tradeswell highlighted its collaboration with a personal care brand during Amazon Prime Day, resulting in a doubling of total sales compared to the prior Prime Day event and a 67% increase in profits.

The startup’s total funding now amounts to $18.8 million. SignalFire spearheaded the Series A round, having also led Tradeswell’s seed funding, with additional participation from Construct Capital, Allen & Company, and The Emerson Group.

“Given the substantial growth in ecommerce over the past year, Tradeswell is ideally situated to assist brands in managing the complexities of online sales across a growing number of platforms and marketplaces,” stated Chris Farmer, founder and CEO of SignalFire. “Paul and his team combine a distinctive skillset in data analysis, marketing, and logistics to address current challenges and a rapidly changing market, offering a centralized hub for optimizing profitable expansion.”

Palmieri explained that the new capital will enable Tradeswell to continue investing in product development, including the creation of additional integrations to facilitate a greater flow of data, which will allow the platform to “make far more decisions in real time.”

At the time of its public debut last autumn, Tradeswell already served 100 customers, a number that has since expanded beyond 150, according to Palmieri.

He also anticipates that the consumer trend toward e-commerce will persist even after the pandemic subsides. “Some activity will likely revert to previous patterns, while some will remain online,” he said. “It’s important to recognize a middle ground—a high level of convenience, blending traditional retail with [aspects of e-commerce], such as mobile ordering or services like Instacart.”

Palmieri believes Tradeswell is the central platform to help companies successfully navigate this evolving landscape.