Cart.com
Cart.com is an American e-commerce technology and services company that combines software, fulfillment, logistics, marketing, customer service, and analytics for merchants.
Last updated August 31, 2026
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Overview
Cart.com is an American technology company focused on the operational infrastructure required to run and scale e-commerce businesses. Its business combines proprietary commerce software with physical fulfillment and logistics capabilities, marketing services, customer service, and analytics. The model is intended to address the operational complexity faced by merchants that sell through major online channels such as Amazon and Shopify, particularly when businesses must coordinate storefront technology, marketplace listings, inventory, warehousing, shipping, customer support, and performance measurement. The company was founded in October 2020 by Jim Jacobsen and Omair Tariq, with Remington Tonar and Henry Hanley among the other members of the founding team. Jacobsen had co-founded RTIC Outdoors, a direct-to-consumer consumer-products brand, and alliantgroup. Tariq had been an executive at blinds.com, a direct-to-consumer custom-blinds business that was acquired by The Home Depot. This background informed Cart.com's focus on the practical problems encountered by digitally native and omnichannel merchants rather than on storefront software alone. Cart.com expanded rapidly through acquisitions. In January 2021 it acquired AmeriCommerce, a Texas-based e-commerce software company, adding platform capabilities. The following month it acquired Cheap Cheap Moving Boxes, a direct-to-consumer packaging company, for its warehouse and logistics capabilities. In July 2021 it acquired The DuMont Project, an e-commerce marketing agency in Los Angeles, and Sauceda Industries, an Austin-based third-party logistics provider. In January 2022 it added FB Flurry, a software-enabled third-party logistics provider with facilities across the United States, and SellerActive, a multichannel management software company that connects e-commerce channels. The acquisitions were accompanied by substantial private financing. Cart.com announced that its Series A financing brought total funding to $45 million in April 2021. In August 2021 it announced a $98 million Series B led by Oak HC/FT, with participation from PayPal Ventures, Clearco, and G9 Ventures. In February 2022 it announced a $240 million financing round led by Legacy Knight Capital Partners, with participation from Citi Ventures, Visa, and retail brands associated with Fortune. Venture debt financing from J.P. Morgan and TriplePoint Capital was also included in the announcement, taking the company's stated total capital raised to $380 million. Cart.com's footprint changed as it grew. In January 2022, following the FB Flurry acquisition, the company said that its distribution-center footprint exceeded two million square feet. The company reported more than 850 employees as of the first quarter of 2022. It moved its global headquarters from Houston to Austin in December 2021, but announced a return to Houston in November 2023. The company was also recognized as Capital Factory's Startup of the Year in 2021. Available reference material does not establish a public listing, a parent company, or a current chief executive, and the company should therefore be understood as a privately held, active e-commerce infrastructure provider whose present-day operating scope may have evolved beyond the milestones documented here.
History
Cart.com emerged in October 2020 during a period when merchants were increasingly dependent on digital storefronts, online marketplaces, outsourced fulfillment, and technology vendors. Its founding team combined experience in direct-to-consumer commerce, software, and business services. Jim Jacobsen had co-founded RTIC Outdoors and alliantgroup, while Omair Tariq had worked as an executive at blinds.com before that company was acquired by The Home Depot. Remington Tonar and Henry Hanley were also part of the founding team. Rather than presenting itself solely as another online storefront provider, Cart.com pursued a broader infrastructure model intended to unify the software and operational services needed by e-commerce merchants. The first stage of the company's development relied heavily on acquisitions. In January 2021, Cart.com acquired AmeriCommerce, a Texas-based e-commerce software company. This transaction strengthened the software side of the business and supported the development of a proprietary commerce platform. In February, Cart.com acquired Cheap Cheap Moving Boxes, a direct-to-consumer box company, specifically to obtain warehouse and logistics capabilities. These moves indicated that the company intended to control or coordinate more of the commerce value chain than a conventional software vendor. Cart.com raised additional capital as it broadened that model. In April 2021, it announced the completion of a Series A financing round and said that total funding had reached $45 million. In July, it added The DuMont Project, a Los Angeles e-commerce marketing agency, and Sauceda Industries, an Austin-based third-party logistics provider. The acquisitions gave Cart.com additional marketing and fulfillment capabilities while expanding its geographic and service footprint. In August 2021, the company announced a $98 million Series B led by Oak HC/FT, with participation from PayPal Ventures, Clearco, and G9 Ventures. The company also expanded its corporate presence. In December 2021, Cart.com announced that it had moved its global headquarters from Houston to Austin. It was recognized during the same period with Capital Factory's Startup of the Year award. The next phase of expansion came in January 2022, when Cart.com announced the acquisitions of FB Flurry and SellerActive. FB Flurry was described as a software-enabled third-party logistics provider with facilities across the United States, while SellerActive provided software connecting multiple e-commerce channels. Cart.com said the FB Flurry transaction increased its distribution-center footprint to more than two million square feet. In February 2022, Cart.com announced a $240 million financing round led by Legacy Knight Capital Partners. The announcement identified Citi Ventures, Visa, and retail brands among the participants, while J.P. Morgan and TriplePoint Capital participated through venture debt financing. Cart.com stated that the financing brought total capital raised to $380 million and that revenue had grown by more than 400 percent during the preceding year. The company reported more than 850 employees as of the first quarter of 2022. Cart.com's headquarters later shifted back to its original city. In November 2023, the company announced its return to Houston. The available reference material does not provide a complete account of subsequent acquisitions, leadership changes, product releases, financial performance, or ownership structure. Its documented history nevertheless shows a deliberate progression from a newly founded commerce technology company into a broader provider combining e-commerce software, multichannel management, fulfillment, logistics, marketing, customer service, and analytics. Its central strategic proposition has been to reduce the fragmentation and operational friction merchants face when selling across major digital channels.
- 2023
Headquarters return to Houston
[1]Cart.com announced that it had moved its headquarters back to Houston.
- 2022
FB Flurry and SellerActive acquisitions
[1]Cart.com acquired FB Flurry and SellerActive, expanding its logistics footprint and multichannel software capabilities.
- 2022
Major financing round
[1]Cart.com announced a $240 million financing round and stated that cumulative funding had reached $380 million.
- 2021
AmeriCommerce acquisition
[1]Cart.com acquired Texas-based e-commerce software company AmeriCommerce.
- 2021
Cheap Cheap Moving Boxes acquisition
[1]Cart.com acquired Cheap Cheap Moving Boxes to add warehouse and logistics capabilities.
- 2021
Series A brings stated total funding to $45 million
[1]Cart.com announced the completion of its Series A financing round and reported $45 million in total funding.
- 2021
Marketing and logistics expansion
[1]The company acquired The DuMont Project and Sauceda Industries, adding e-commerce marketing and third-party logistics capabilities.
- 2021
Series B financing
[1]Cart.com announced a $98 million Series B led by Oak HC/FT.
- 2021
Global headquarters moves to Austin
[1]Cart.com moved its global headquarters from Houston to Austin and was recognized as Capital Factory's Startup of the Year.
- 2020
Cart.com is founded
[1]Jim Jacobsen, Omair Tariq, Remington Tonar, and Henry Hanley were among the founding team members of Cart.com, established in October 2020.
Products and positioning
An integrated commerce infrastructure provider for merchants that need software, fulfillment, logistics, marketing, customer support, and analytics in one operating model. Cart.com positions its offering as an alternative to assembling disconnected tools and providers around marketplaces and platforms such as Amazon and Shopify.
E-commerce software
Cart.com e-commerce platform
Cart.com's proprietary commerce platform is designed to support merchants operating online stores and broader digital commerce businesses. The platform forms the software foundation of the company's integrated model and is associated with its effort to reduce the pain points of relying on multiple disconnected tools or selling primarily through large third-party platforms.
Commerce operations software
Multichannel management software
Cart.com's multichannel capabilities connect and manage activity across multiple e-commerce channels. The SellerActive acquisition strengthened this area by adding software intended to connect e-commerce channels, helping merchants coordinate listings, orders, and related marketplace operations from a more unified workflow.
Logistics services
Fulfillment and third-party logistics
Cart.com provides fulfillment, warehousing, distribution, and third-party logistics services for e-commerce merchants. Its acquisitions of Cheap Cheap Moving Boxes, Sauceda Industries, and FB Flurry expanded the physical and operational side of the business. In January 2022, the company said its distribution-center footprint exceeded two million square feet.
Marketing services
E-commerce marketing services
Cart.com's marketing offering supports merchants that need help acquiring customers and growing digital sales. The acquisition of The DuMont Project, an e-commerce marketing agency, added agency expertise to Cart.com's broader combination of software and commerce operations services.
Customer operations
Customer service services
Customer service is part of Cart.com's integrated e-commerce services portfolio. It is intended to help merchants manage customer interactions alongside storefront, fulfillment, marketing, and logistics operations. The available reference material does not specify the service's exact delivery model or product names.
Business analytics software
E-commerce analytics software
Cart.com offers analytics software for e-commerce operations. The analytics capability is positioned as part of the company's effort to give merchants greater visibility into commerce performance across channels and operational functions. Specific modules, metrics, and release dates are not identified in the available source material.
Brand decisions
2022
Expand logistics and multichannel capabilitiesM&ABackground
Cart.com sought to increase its physical fulfillment footprint and strengthen software connecting merchants to multiple e-commerce channels.
Action taken
The company acquired FB Flurry and SellerActive in January 2022.
Aftermath
Cart.com said the FB Flurry acquisition increased its distribution-center footprint to more than two million square feet and expanded its logistics and multichannel-management capabilities.
2022
Raise capital to support expansionStrategyBackground
Cart.com was expanding through acquisitions and reported rapid revenue growth while building software and logistics infrastructure.
Action taken
The company announced a $240 million financing round led by Legacy Knight Capital Partners, alongside venture debt financing involving J.P. Morgan and TriplePoint Capital.
Aftermath
Cart.com stated that total capital raised reached $380 million and reported more than 850 employees as of the first quarter of 2022.
Total capital raised. $380 million (February 2022 announcement)
2021
Build an integrated commerce infrastructure business through acquisitionsM&ABackground
Cart.com was founded to address the operational difficulties merchants encounter when selling through major online channels. The company pursued acquisitions across software, packaging, logistics, marketing, and multichannel commerce.
Action taken
Cart.com acquired AmeriCommerce, Cheap Cheap Moving Boxes, The DuMont Project, and Sauceda Industries during 2021.
Aftermath
The acquisitions broadened Cart.com's offering beyond storefront technology into marketing, warehousing, and third-party logistics, while the company continued raising private capital.
2021
Move global headquarters to AustinStrategyBackground
Cart.com expanded rapidly after its founding and operated between major Texas technology and business centers.
Action taken
The company announced in December 2021 that it had moved its global headquarters from Houston to Austin.
Aftermath
The headquarters later returned to Houston, as announced in November 2023.
Recent events
Reported
Cart.com announces $240 million funding[2]
Cart.com announced $240 million in new equity and debt funding. Legacy Knight Capital Partners led the equity round, with participation from Citi Ventures and Visa; J.P. Morgan and TriplePoint Capital provided venture debt financing.
Reported
Cart.com announces acquisition of SellerActive[3]
Cart.com announced its acquisition of SellerActive, a provider of multichannel ecommerce tools, and said it would fold SellerActive's platform into its ecommerce solution. The source reports the acquisition as announced, not completed.
Reported
Cart.com announces acquisition of FB Flurry[4]
Cart.com announced that it had acquired FB Flurry, a fulfillment and customer care operator, and said it would integrate FB Flurry's capabilities into its network.
Reported
Cart.com announces acquisition of DuMont Project[5]
Cart.com announced its acquisition of DuMont Project, a Los Angeles-based omnichannel growth marketing consultancy. The announcement said DuMont would integrate into Cart.com's organization in the coming months.
Sources5 sources
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