Berlin’s Ninetailed has raised €5 million in a seed round aimed at expanding the team size, further developing of its tech stack, and onboarding new solutions partners. Since May 2021, Ninetailed has raised €6.6 million.
The round is led by Mosaic Ventures and Cherry Ventures and sees the participation of existing investors First Momentum Ventures and angel investors including Carsten Thoma (co-founder of hybris (acquired by SAP)), Chris Schagen (former Contentful CMO), Jason Cottrell (CEO of Orium), and Mirko Novakovic (co-founder and CEO of Instana) and undisclosed others.
In a keyword-laden statement, Ninetailed CEO Andy Kaiser explained the raison d’être behind the company, “Getting set up with personalisation and experimentation should be simple. We are democratising personalisation and enabling teams to create and deliver personalisation and experimentation themselves without long integration time into their composable stack and first-party data. Developers and creatives get the full power of blazing-fast personalisation and experimentation through super flexible APIs, SDKs, and connections.”
Let’s break that down, shall we?
Web commerce has come a long way since the heady days of one-click shopping. From AI-driven recommendation engines to set it and forgetting web-based storefronts, it’s (relatively) easier than ever to run a business online. That is, until you want/need to scale. Suddenly the one-size-fits-all solutions that worked for you yesterday are nowhere even close to cutting the mustard of tomorrow.
If you’re active in this space or at least paying attention, the terms headless commerce and composable commerce are monikers you’ve undoubtedly come across in as many days. I’ll spare you the definitions, but in a (very big) nutshell they can be described quite simply: faster, better, stronger.
Where the ninetails comes into play is via their experience layer of composable MACH (Microservices, API-first, Cloud-native, and Headless) architecture that enables anyone across an organisation, be it an SME or just an S, to personalise, test, and optimise the customer experience. Think A/B testing, but on a grandiose scale. And with the ability to follow through, all on the turn of a dime.
This flexibility not only allows businesses a wide range of “flip it, change it, try it, push it, undo it, redo it, and ship it” options, it means that even the one-person show can offer consumers data-driven experiences with little to no developer dependency. Speed. Of. Execution.
“Although technology has reshaped many aspects of marketing, the explosion of customer experience solutions has not been accompanied by parallel progress on further empowering developers to create and manage modern composable architectures,” added Kaiser.