E-commerce software company Swiftline acquires Yardline from Thrasio

• E-commerce software company Swiftline has acquired capital provider Yardline from aggregator Thrasio.
• Swiftline has $12 million in Series A funding and provides tools for sellers and aggregators.
• Many brands try to build software in-house, but it’s expensive and difficult, said Swiftline’s CTO.

Swiftline, a software company providing e-commerce businesses with a suite of products and services, announced its launch today, along with its first acquisition.

With $12 million in Series A funding, Swiftline purchased Yardline, a capital-as-a-service provider for sellers, from leading aggregator Amazon Thrasio for an undisclosed amount, the company reported Tuesday.

Ari Horowitz, former senior vice president of strategic partnerships and corporate development at Thrasio, and Tomo Matsuo, former vice president of fintech at Thrasio, founded Yardline in 2020, and it was acquired by Thrasio in 2021.

Anthony Johnson, co-founder and CTO of Swiftline and former CTO of Thrasio, said Insider aggregators use many different tools to effectively manage their Amazon business. But these tools, Johnson added, “don’t talk to each other, don’t interact, and don’t give a single set of recommendations. Very simple questions like, ‘What should I do today?’ become incredibly difficult,” he added.

Swiftline hopes to provide easy-to-use dashboards and tools for e-commerce sellers to gain insight into how their businesses are performing, along with recommendations on what steps they can take to make them more profitable and when. it might be time to consider leaving for an aggregator.

Many brands and aggregators, Johnson said, “try to develop the technology in-house, but it’s expensive, it’s difficult, and it requires a specific skill set, which most of them don’t have.” .

The insights and recommendations provided by the Swiftline tools will be informed by data from a wide range of e-commerce platforms, not just Amazon, and an enterprise version will be designed for use by the aggregators themselves.