neatoa 2P e-commerce The accelerator, which partners with consumer brands as the exclusive online retailer, raised $25 million in growth capital led by Advantage Capital, allowing the company to expand its online retail partnership model. The investment will accelerate the opening of two new operations centers with integrated e-commerce readiness capabilities in Las Vegas and Chicago, the expansion of its AI tool stack, and Neato’s expansion beyond Amazon.
The rise comes amid a wave of institutional investment flowing into the commerce enablement sector, with investors increasingly backing operators that help brands scale in fragmented online markets.
This increase reflects a broader shift in capital across the e-commerce ecosystem. Instead of purchasing brands directly, new generation operators establish businesses by partnering with brands and managing end-to-end market operations.
Founded in 2018 as a wholesale distributor, the Las Vegas-based company evolved after its leadership saw firsthand how brands struggled to manage their Amazon assets and maintain control over pricing, content and distribution. Founder and CEO Anthony Connelly with its founding partner Spencer Jacobshas created a model that offers brands the familiar retail experience they expect from traditional distribution, including a full range of agency services, advertising, creative, brand protection and data analytics, at no additional cost.
The company operates a portfolio of major CPG brands in pet, hard goods, grocery, beauty, nutritional supplements and personal care. Neato works primarily with upper-middle market to pre-enterprise brands; It’s a segment the company believes is chronically underserved by larger marketing agencies that manage hundreds of accounts running old playbooks where marketplaces are an afterthought.
