industry spotlight

Commerce & Shopping

Dip into the commerce and shopping industry, where innovation blends with sustainability to revolutionize how we shop.

Shaping the future of shopping

The commerce and shopping industry remains strong, successfully adapting to a post-pandemic world. The e-commerce industry is still the main growth driver yet with a slight shift in focus—from proving online shopping to be a viable option to improving customer experience and catering to mobile users. What’s more, investors eye carefully for disruptive e-commerce ventures—$119B is the projected growth of VC capital by 2027.

Why it matters:

Investors’ interest coupled with the strong market potential signals numerous untapped opportunities for startups to capitalize on:

  • Personalization: leveraging AI and data analytics to provide personalized shopping experiences
  • Sustainability: offering eco-friendly products/solutions to meet growing consumer demand for sustainable business practices
  • Mobile commerce: optimizing websites for mobile shopping or developing mobile apps
  • Social commerce: using social media platforms for direct sales and marketing

Between the lines:

With great potential comes significant challenges. So, prepare to strengthen your competitive moat to stand out, be agile enough to innovate on time, and ensure you know how to acquire and retain customers.

Our expert team is equipped with the knowledge and expertise needed to develop successful, investment-worthy ventures in the commerce & shopping sector

Funds secured
Companies boosted
Fields explored

What we do:

We help founders raise required funding, spot beneficial M&A deals, and craft business blueprints and investor-appealing decks.

Go deeper:

Explore our analysis of the commerce & shopping market to learn about the latest trends, startup challenges, and key strategies for securing investment.

2x growth
The commerce and shopping is expected to double by 2032.


3.2B users
Is the expected number of users in the e-commerce market by 2029.

Driven by the surge in e-commerce, personalized shopping experiences, and social media’s impact on consumer behavior

is the projected value of mobile e-commerce sales by 2025.

70% rise

In conversion rates due to personalized product recommendations.


Individuals report using social media for product discovery.


In 2023, startups in the commerce & shopping industry raised over $21.64B in funds

Key verticals:

  • E-commerce platforms
  • M-commerce
  • Social commerce
  • Sustainable and ethical shopping

Leading commerce & shopping venture capital firms

Write to us to know more

Commerce & Shopping startup obstacles

Not to lose out on raising funds, prepare to navigate the following challenges.

Crowded market:

Given the large number of established brands and new ventures, the question arises: How are you going to outsmart your competitors? Current market volatility makes investors more hesitant, pushing them to seek startups with strong business acumen and a defensible competitive moat.

Why it matters

Saturation in the market leads to:

  • Low brand awareness
  • Difficulty acquiring customers
  • Limited market share

What it takes:

  • Craft a unique selling proposition: investors should understand in a heartbeat what makes your product/service special
  • Build a strong brand identity that stands out visually and conveys your brand values clearly
  • Leverage targeted marketing to maximize the impact and efficiency of your marketing campaigns

Limited funding:

E-commerce industry growth drives investors’ demand for efficient and disruptive solutions. However, the current market fluctuations make VCs more cautious about opening their wallets wide.

Why it matters

Capital restraints lead to:

  • Slower growth
  • Problems with attracting top talent
  • Limited marketing reach

What it takes:

  • Build a strong GTM strategy to define how you’ll reach your target market, acquire customers, and generate revenue
  • Craft a solid business model to outline how your business will create value, capture a market share, and ultimately turn a profit
  • Prepare an investor-appealing deck to convince VCs to back your vision
  • Have an effective investor outreach strategy to pitch to the right VCs, increasing your chances of securing the necessary funding

Customer trust and loyalty issues:

As a newbie in the market, you lack the established reputation of top players. As a result, customers are hesitant to purchase from unknown entities and so are investors, looking for ventures that promise high returns.

Why it matters:

Lack of customer trust causes:

  • Problems with customer acquisition
  • High customer churn
  • Low customer lifetime value

What it takes:

  • Ensure transparency and customer focus: prioritizing transparent communication and excellent customer service helps build trust
  • Make feedback work for you: positive reviews from satisfied customers on trusted platforms are just what you need to enhance customer acquisition and retention
  • Implement loyalty programs: rewarding repeat customers will encourage ongoing engagement

Tech advancements race:

The tech side of the commerce and shopping industry is developing by leaps and bounds. And startups need to catch up with these updates to offer a competitive shopping experience.

Why it matters:

Tech stagnation results in:

  • Falling behind competitors
  • A clunky user interface
  • Scalability issues

What it takes:

  • Stay informed about new technologies such as AI, VR/AR, and voice commerce
  • Implement an agile development process to improve and adapt to new technologies
  • Utilize cloud-based solutions to ensure flexibility and further scalability of your business


How attractive is the commerce & shopping industry to investors?

The commerce & shopping industry is highly attractive to investors (aka a goldmine) due to its considerable growth and high-profit potential. However, startups need a strong niche and constant innovation to stand out.

If you are a commerce & shopping startup, how easy is it to raise funding today?

Securing funding is moderately challenging today. The good news: E-commerce is on the rise and shines bright on investors’ radars. The bad news: Investors are more cautious due to a general economic slowdown. So, despite the availability of the capital, startups need to have a clear competitive edge and a well-defined path to profitability to captivate investors.

How long does it take to create a pitch deck and financial model?

We usually take two to three weeks to prepare all the documents. However, due to a busy schedule or unique project requirements, it might take us longer, up to a month. For more details, reach out to us.

What are the key mistakes commerce & shopping startups make in their pitch decks?

The main issue is the lack of a coherent investment narrative. Investors look for a story that ties all elements of the deck together, allowing them to grasp the essence of your business and understand your funding request. The absence of a competition slide is another red flag. The commerce and shopping market is highly saturated. If startups fail to identify or understand their competitors, VCs may question the investment potential of these ventures.

How competitive is the e-commerce industry market?

The market is fiercely competitive, flooded by tons of startups and established players. To survive, you need a strong competitive moat and a unique selling proposition.

What services do you provide for investors looking to invest or already investing in commerce & shopping?

We help funds conduct thorough due diligence on potential commerce & shopping projects to determine their investment viability. We also offer full-fledged fundraising assistance to the portfolio companies of our partner firms.

Do you provide M&A support?

Yes, we do! We help pinpoint the most relevant M&A options, craft compelling CIMs, and perform modeling for buy-side and sell-side deals.

Do you make intros to VCs?

Certainly! If your project fits the criteria for round size, team, and product, we can link you with top commerce & shopping VCs. This is part of our investor relations package that helps find investors, prepares you for first meetings, and assists in building partnerships after the deal.

Do you have available data or research to purchase on the e-commerce market?

Of course! Our analysts provide comprehensive e-commerce market research. It includes industry reports and competitive analysis, all aimed to set you up for success. We use reliable proprietary data to ensure a full grasp of the e-commerce industry, including aspects like market size, competition, and diversity.

Which growth stage of companies have you worked with in the past?

We specialize in assisting startups from Seed to Series B stages and beyond. We also support Pre-Seed and Series C+ businesses and connect with established companies and investment funds.

Diverse industries we work with

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Want to enter the commerce & shopping industry? We are here to help

From end-to-end fundraising support to M&A advisory and growth hacking, Waveup will help catapult your commerce and shopping project to new heights. Leave your email, and let's talk!

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