While new headless commerce platforms are emerging all the time, Swell CEO Eric Ingram told me that it remains “really hard to do something new in e-commerce.”
Specifically, he told me that most headless platforms (which offer back-end infrastructure separate from the front-end shopping experience) allow businesses to build a faster shopping experience, but they’re largely designed for marketplaces where you search, browse and purchase from a traditional product catalog.
“The most interesting ideas in e-commerce aren’t just another catalog,” Ingram said.
Swell, which is announcing that it has raised $3.4 million in seed funding, was designed to offer …
