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The bulk of this market is in indirect channels;; such as marketplaces;; rather than a brand's own website. \"Previously brands did deals with retailers over dinner and had physical shelves in stores;;\" Hariharan said. \"Now this is done through an algorithm;; you can't have dinner with an algorithm so we have been a saving grace for these brands during the pandemic.\" The funding round was led by Insight Partners with additional funding coming from existing investors Trinity Ventures;; Shasta Ventures;; and Madrona Venture Group. Funding conversations with investors took off quickly with terms agreed in less than four weeks;; Hariharan said. The company turned down an additional $100 million in funding;; according to Hariharan. CommerceIQ's new capital will go towards increasing headcount in the company's engineering and product teams;; alongside potential acquisitions and building out the startup's business development teams. 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