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Dutch startup founded by siblings picks €2M to build next-gen headless commerce

Photo Credit- Instant Commerce

The pandemic has propelled the emergence of quick commerce, in which companies offer to deliver food and other carefully curated essentials in 15 minutes or less.

Quick commerce companies deliver straight from smaller format dark stores strategically positioned in high-density locations, unlike traditional merchants that distribute from out-of-town stores or warehouses.

Consequently, headless e-commerce solution Instant Commerce which aims to redefine how eCommerce brands build and manage headless storefronts has secured a €2M pre-seed round led by firstminute capital (London VC which also invested in cheq and Tenyks recently). The round was also supported by the founders of Storyblok, Wandera, Snyk, and Supercell.

The Dutch startup plans to use the funds to expand its team, develop its platform, and raise brand awareness across Europe.

Quick commerce on rise

Instant Commerce is a frontend as a service solution that allows any eCommerce firm to establish a high-end headless storefront. It was founded in 2022 by brothers Sam and Coen Van Hees along with their friend Doeke Leeuwis.

Because Instant Commerce is a ‘no-code’ platform, business owners don’t require any technical knowledge or a development team to create an online presence. Instant Commerce’s platform uses APIs to interact with a variety of platforms, including Shopify, Storyblok, Algolia, and others.

Instant Commerce has landed over 30 big clients since its inception in the year 2022, including Bols, ID&T, Ekster, and Yaya.

Making things effortless

The startup has reduced the time it takes to construct a webshop from four months to less than a week, and it is expected to be a key platform in facilitating the next wave of e-commerce growth, allowing businesses of all sizes to meet today’s customer expectations and compete with the biggest brands.

Coen Van Hees, founder and CEO of Instant Commerce, said, “Consumer expectations of the functionality and services online retailers should offer has grown exponentially over the past few years. This race to make online storefronts more engaging has led to much higher costs, strained infrastructure and a severe drain on resources. For many companies it’s simply too costly to compete. This is the problem Instant Commerce solves. By making building and maintaining a headless storefront as simple and cost-effective as possible, we give power back to business owners.There’s a huge demand for our platform. In only four short months we’ve secured more than 30 clients including big names like Bols and ID&T. Now, with the support of Firstminute Capital and our Angel Investors we’ll be able to rapidly expand our team, platform and start preparations for entering more international markets.”

Sam Endacott at firstminute capital, said, “We believe the future of web development and e-commerce is headless and have had a front-row seat in this category with our investments in Storyblok and Nuxt. However, the missing link has been a software layer to co-ordinate the ecosystem of APIs from the front-end that can be used by both non-technical users and developers. The Instant Commerce team have experienced this pain-point directly having built a highly successful e-commerce Agency before working with major global brands. Their first product – a no-code solution to help e-commerce teams go headless without technical expertise – is just the first step in what we think can be a major platform in facilitating the next wave of e-commerce growth.”

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