100 million euros for SellerX

The Amazon aggregator is profiting from the hype surrounding its business model. It wants to use the money to take over more online shops.

The e-commerce start-up has successfully completed its Series B financing round. The Berlin-based company was able to collect a total of 100 million euros, the financing round is just as high as the previous one in November last year. The round is led by private equity firm L Catterton, with existing investors Cherry Ventures, Felix Capital and 83North also giving money again.

SellerX is a so-called Amazon aggregator. The company buys well-performing shops on the platform and bundles them in its own company. The business model is booming, in 2020 venture capitalists put one billion euros into the industry. Recently, Razor and Branded, two other Berlin-based aggregators, among others, had also closed successful financing rounds in Germany.

SellerX was founded by Philipp Triebel and Malte Horeyseck, who met as students at Harvard. After graduating, Horeyseck gained experience in online retail, Triebel worked at Goldman Sachs. They currently employ 250 people. The company says it has 30 retailers in its portfolio so far.