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Transforming Order Operations: A Milestone for Pipe17

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Mo Afshar and Kelly Goetsch - Pipe17

It’s an exciting time at Pipe17. We’ve just reached a major milestone by closing our Series A funding, fueling our mission to revolutionize Order Operations. On top of that, we’re welcoming Kelly Goetsch as our first COO—a testament to the strides Pipe17 is making and the immense opportunity we see to transform the way modern merchants and 3PLs drive operational excellence.

The Order Operations Revolution

When you think of the way we sell products today, it’s easy to assume that commerce has been streamlined from top to bottom. Platforms like Shopify and Amazon have made it simpler than ever to launch an online store, list their products, and start generating sales. But once you lift the hood, you quickly realize that operations—the gritty, behind-the-scenes work that keeps a business running—has failed to keep pace. Why? Because of the growing web of complexity in how modern retailers must go-to-market:

  • Multiple Channels: Businesses aren’t just online or offline anymore; they sell across social media, marketplaces, wholesale networks, and more.
  • Multi-Warehouse for Fulfillment: Managing multiple distribution centers and inventory across different geographies can unlock efficiencies and drive improvement in the customer experience, but it comes at a cost to the retailer and operator – it’s complex!
  • Rising Customer Expectations: Consumers today expect fast shipping, seamless returns and no mistakes, upping the ante for real-time visibility and lightning-fast coordination within merchants and third party logistics firms.
  • Fragmented Systems: Even the most cutting-edge businesses rely on spreadsheets and manual integrations to bridge gaps between different software tools and to handle exceptions. Many orgs are still using manual processes to orchestrate orders.

The result? Operational chaos. This complexity becomes a bottleneck, limiting a business’s ability to scale, remain agile, and meet customer demands effectively. As platforms such as Shopify make it increasingly easy to sell online, the focus is squarely on operations.

The Need for Order Operations

At Pipe17, our vision is to deliver seamless, AI-powered Order Operations. This is about more than just patching holes in outdated processes or order management solutions. Instead, we’re focused on building a connected ecosystem that powers everything from order management and fulfillment to inventory tracking, returns, and beyond.

What Makes Pipe17 Different?

  1. AI-Enabled Setup: Pippen – your AI agent that gives you a chat interface to setup all of your order and data flows without the need to write a single line of code 
  2. AI-Driven Order Orchestration: We leverage intelligent automation to unify disconnected operational workflows, reduce error, and free teams from tedious, manual tasks.
  3. A Network of Selling Channels:  Due to Pipe17 hub and spoke architecture , Pipe17 is already integrated with a broad range of systems—commerce platforms, inventory management tools, marketplaces, and more—creating agility for merchants and to ensure a single source of operational truth across all touchpoints.
  4. Scalability & Efficiency: Because Pipe17 coordinates all aspects of order operations, businesses can scale faster without additional overhead or complexity.

Ultimately, we want to turn operational chaos into competitive advantage. By automating the messy back-end tasks, our customers can focus on what truly matters: growing their brands, delighting their customers, and innovating in their respective markets.

Series A: Our Next Chapter

Securing our Series A funding is more than just a show of confidence—it’s fuel to accelerate our work. This latest funding round was led by LFX Venture Partners, with participation from our current investors GLP and others. Our investors share our belief that commerce is due for a massive operational overhaul, and Pipe17 is poised to lead that change.

With this new funding, we will:

  • Invest in Cutting-Edge Tech: From AI-based order routing to real-time inventory optimization, we’re putting resources into features that will future-proof our customers’ businesses.
  • Expand Our Team: We’re building out a world-class organization by onboarding talent that aligns with our mission and can push our platform even further.
  • Reach More Businesses: We want to democratize streamlined operations for companies of all sizes, from emerging brands to established enterprises.

Welcoming Kelly Goetsch as COO

I’m thrilled to announce that Kelly Goetsch has joined Pipe17 as COO. I’ve had the pleasure of working with Kelly many years ago, and have seen him build innovative and world-class commerce orgs such as commercetools and the MACH Alliance. He brings invaluable experience to help us scale Pipe17’s vision of transforming Order Operations. Kelly has first-hand insight into the operational roadblocks companies face—and how to eliminate them. His expertise will be a catalyst for growth, ensuring we expand globally and deepen our impact without losing sight of our foundational mission.

Looking Ahead

We’re just getting started. Pipe17’s purpose is to make order operations faster, simpler, and more cost-effective for everyone. Raising our Series A and welcoming Kelly on board are two pivotal steps toward realizing that purpose. We’ll continue developing technology that empowers businesses to streamline their day-to-day so they can innovate, scale, and exceed customer expectations—all while slashing operational headaches.

A heartfelt thank you goes out to our investors, our incredible team, and our forward-thinking customers and partners—your trust in our vision and product has brought us to this point. As Pipe17 continues to grow, we remain committed to transforming order operations into a seamless, AI-driven ecosystem that drives success for all.

This milestone is just the beginning. Stay tuned for what’s next—we’re excited to show you.

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