Pipe17, a leading provider of AI-based composable order operations, announced a $15.5 million funding round, highlighting the company’s rapid growth and strategic vision to transform commerce operations. And the company recently hired its first Chief Operating Officer, Kelly Goetsch, a recognized industry pioneer who joined Pipe17 from commercetools, where he helped scale the company to over $100 million in annual recurring revenue (ARR).
Goetsch also co-founded and ran the MACH Alliance, an industry consortium of 100+ vendors advocating for composable MACH (Microservices, APIs, Cloud, and Headless) technologies. And his decision to join Pipe17 highlights the massive opportunity supporting the shift to omnichannel selling and fulfillment.
Pipe17 is transforming commerce operations at a critical moment for businesses. And consumers are shopping across a fragmented ecosystem of channels — from TikTok and Instagram to Amazon — with higher expectations for consistency and delivery. Businesses must synchronize order, pricing, and inventory data in real-time across multiple systems — from ERPs and 3PLs to commerce platforms, marketplaces, and stores. Plus, companies face mounting pressure to maximize efficiency and profitability, making the stakes higher than ever to succeed in commerce.
Since its launch, Pipe17 realized that traditional order management systems (OMS) were becoming outdated due to their inability to handle the complex demands of modern commerce. And these monolithic applications are tailored to support in-store operations, leading to inefficiencies and unnecessary costs as businesses expand to include direct-to-consumer, B2B, and dropshipping.
Pipe17’s AI-based Order Operations platform eliminates these challenges, offering a seamless, MACH-based solution that easily integrates systems and synchronizes data flows quickly and precisely without requiring code or developers. This platform features an AI Order Operations Agent called Pippen. And as an industry first, Pippen is trained with Pipe17’s deep understanding of Order Operations and assists users with order routing, administration, exception handling, and more. By collaborating with Pipe17, businesses can utilize the platform and AI innovations like Pippen to sell across channels with precision, greater agility, and reduced operating costs, all while delivering exceptional customer experiences in today’s dynamic market.
Pipe17 already powers the operations of brands like Allbirds, Made In Cookware, Orthofeet, and MaryRuth Organics, and significant logistics providers like Ryder, UPS, and FedEx. By streamlining order flow and operations for brands, retailers, and logistics providers alike, Pipe17 can provide additional value for the entire e-commerce operations ecosystem.
In just 18 months, Pipe17 doubled the average revenue per deal, increased average deal size by nearly 3X, and continues to attract talent from major industry players, including Salesforce and commercetools, ensuring the company has both new and veteran knowledge to address the fragmented commerce operations space and capitalize on the market opportunity at hand with order operations. And this latest funding round was led by LFX Venture Partners, with participation from current investors GLP and others, including convertible note funding.
KEY QUOTES:
“Joining Pipe17 feels like history repeating itself. When I joined commercetools, I saw a massive market opportunity to redefine how businesses power ecommerce via headless and composable commerce infrastructure – and we did exactly that. Now, with Pipe17, I see the same potential – this time in pioneering the future of composable order operations. This platform is fast, scalable, and uniquely designed to unify systems and channels, enabling businesses to stay competitive and deliver exceptional customer experiences.”
– Kelly Goetsch, Chief Operating Officer, Pipe17
“We are at a pivotal moment in commerce, where businesses are under immense pressure to adapt to an increasingly complex and fragmented landscape. Pipe17 is uniquely positioned to address these challenges and shape the future of commerce. This funding round, combined with Kelly’s hire, signals the next phase of our growth. We will continue to build – and scale – the infrastructure businesses need to unify their operations and unlock new levels of efficiency.”
– Mo Afshar, CEO and Co-Founder, Pipe17
“We are proud to lead Pipe17’s latest funding round. Pipe17 is the most capable technology platform to orchestrate the rapidly proliferating point-of-sale and distribution points in e-commerce. We are excited to have Kelly Goetsch join this veteran team to further accelerate growth.”
– John Seung, Managing Partner, LFX
“Pipe17 has been a game-changer for our business. The platform has simplified our supply chain and eliminated operational headaches with its automated order processing and connecting inventory, warehousing, financials and logistics on the backend. Pipe17 allows us to easily scale as we expand into new markets and online channels. The speed to launch that Pipe17 provides is best in class; and at the same time, our customers are experiencing faster, more reliable deliveries and better communication, which is critical when it comes to building loyalty in today’s competitive market.”
– Kevin Nohl, Sr. Vice President Global Supply Chain, Aterian
“Pipe17’s approach to Order Operations is a game-changer. As the market shifts toward efficiency and scalability, solutions like Pipe17 – with the company’s technical chops and AI expertise – will be critical for businesses to stay competitive.”
– Rick Watson, RMW Commerce Consulting
