Spangle AI, a new Seattle startup that helps online retailers build customized shopping experiences in real-time, announced a $15 million Series A investment round led by NewRoad Capital Partners.
Founded last year by former technology leaders at Amazon, Spangle can instantly generate a tailored storefront for individual customers based on how traffic flows in from social platforms, AI search tools, and even autonomous shopping agents.
For example, a shopper clicking an Instagram ad might see an experience that mirrors social browsing. Or, someone looking for dresses could be served a page with other relevant events-related products.
Spangle is betting that the existing e-commerce stack, built for customers coming directly to a brand’s website, is getting replaced with something more contextual — beyond the traditional product page.
“The problem is that websites are not designed to continue a journey that originated somewhere else,” said Spangle CEO Maju Kuruvilla, a former vice president at Amazon, where he worked on Prime logistics and fulfillment.
Spangle’s system, powered by the latest generative AI tools, does not rely on user identity or historical personalization. Instead, it focuses on intent and context — whether a shopper is browsing, comparison-shopping, or ready to buy — and adapts product selection, layout, and content accordingly. It’s trained on a retailer’s catalog, brand guidelines, and performance data.
The approach has resonated with large fashion and retail brands including REVOLVE, Steve Madden, and Alexander Wang. According to the company, customers using Spangle have seen conversion lifts of up to 50% and significant improvements in return on ad spend. The company says it has landed nine enterprise customers in its first nine months. It declined to share specific revenue metrics.
Kuruvilla said e-commerce retailers don’t have a problem figuring out how to catch a customer’s interest. But he believes what happens after a shopper clicks on an advertisement is a different story.
“Conversion from all this traffic that’s discovered outside is a huge problem for all these brands,” he said.
Spangle is a new player in the emerging field of agentic commerce that could challenge existing on-site experience vendors and other e-commerce personalization competitors such as Adobe or Mastercard Dynamic Yield.
Kuruvilla previously was CEO and CTO at Bolt, the controversial “one-click checkout” e-commerce startup that reached a valuation of $11 billion. He also worked at Microsoft, Honeywell, and Milliman.
Spangle co-founder and CTO Fei Wang was CTO at Saks OFF 5th, a subsidiary of Saks 5th Avenue. Wang also spent nearly 12 years at Amazon as an engineer.
Seattle-based Madrona, which previously invested, was part of the latest round, in addition to DNX Ventures, Streamlined Ventures, and other angel investors. Total funding to date is $21 million.
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