Merchantee raises EUR €1.8 million to expand in Europe

Merchantee has raised €1.8 million to expand its eCommerce marketplace software business across Europe. Reflex Capital led the round.

The Prague-based startup was also backed by Czech Founders VC and Lighthouse Ventures in a round that combines pre-seed funding and an extension. It plans to use the money for product development, new marketplace integrations, and expansion into Poland and Germany, followed by France, the Netherlands, and Italy.

Merchantee sells software for eCommerce merchants managing products across online marketplaces. Its system handles pricing, discount campaigns, and promotions, with activity governed by budget and margin rules set by sellers.

It already works with brands including Philips, Lindt, SodaStream, and Vilgain, as well as what it described as hundreds of sellers across Central Europe. According to the company, eCommerce marketplaces now account for more than 60% of European eCommerce gross merchandise value, while 67% of sellers operate on at least four marketplaces.

That has created demand for software that helps merchants manage repeated pricing and promotional decisions across multiple platforms. Sellers often struggle to keep pace with constant changes in marketplace conditions, while internal teams spend a significant share of their time on manual work.

Expansion plan

As part of its expansion push, the startup plans to add integrations with eMag, BOL, and C-Discount. That would bring the total number of supported marketplaces to five.

Its system works at stock keeping unit level, combining catalogue, pricing, and campaign data in a single view. The software can reprice items every 30 to 60 minutes, select products for marketplace campaigns, and classify catalogues by sales performance.

Merchantee argues that many sellers still rely either on monitoring tools that do not act on the data they gather or on automated pricing tools that follow fixed rules. Its approach combines monitoring, decision-making, and execution in one system.

Jakub Vraspír, Founder and CEO of Merchantee, outlined the problem the company is trying to address. "Most sellers are stuck in the same place. Their marketplace channel works at some level, but scaling it means thousands of decisions a day across pricing, campaigns, and promotions that no team can manage manually. Larger companies with more resources win, every time. Merchantee's agentic intelligence levels the playing field, working as a marketplace expert across thousands of products at once. Merchantee's team is the first to build natively for European marketplaces, executing the full loop and giving sellers the kind of opportunity that used to be available only to the largest players," he said.

Investor backing

Reflex Capital said the business is led by a founder with direct experience in the regional marketplace sector. The investor pointed to Vraspír's earlier work on Mall.cz, which it described as the first marketplace in Czechia and Slovakia and now part of Allegro Group.

"Jakub spent years inside the European marketplace world. He helped launch Mall.cz, the first marketplace in Czechia and Slovakia, now owned by the Allegro Group. Few founders in this category have such extensive operational depth, and even fewer have turned it into infrastructure that brands like Philips, Lindt, and SodaStream now rely on every day," said Ondřej Fryc, Managing Partner at Reflex Capital.

Lighthouse Ventures said Merchantee had identified a persistent operational issue for online sellers and built a business around it while staying profitable.

"Merchantee identified a major pain point for eCommerce sellers in Europe, and then designed something completely unique to answer it. They understand how European eCommerce works and where it's going, and their successful balancing of an ambitious expansion strategy and continuous profitability makes us excited about their future," said Michal Zálešák, Managing Partner at Lighthouse Ventures.

The company is also developing what it calls a fourth layer of its product, in which software autonomously chooses between actions such as discounting an item or paying for extra visibility, depending on a seller's goals across sales channels.

It said every action taken by the system is traceable and explainable, a point likely to matter for brands that need oversight of pricing and promotional decisions across several online marketplaces.