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Based in Sydney, Australia, Carted developed a universal commerce API that enabled developers and content creators to embed direct checkout experiences into online content without requiring user redirects. The platform functioned as infrastructure for social commerce, allowing shoppers to purchase products directly from various merchants through social media, blogs, and videos. In 2024, the business expanded its product suite by launching a consumer wishlist application designed for saving products from any store with automated restock and sale alerts. Before officially ceasing operations and shutting down in October 2025, the enterprise maintained a peak workforce of 11 employees. The company raised approximately $13 million AUD in seed funding from prominent venture capital firms including Blackbird Ventures, Grok Ventures, Lightspeed, Tidal Ventures, and Streamlined Ventures. Carted was founded in 2021 by Holly Cardew and Mike Angell.
Carted has raised $10.5M across 2 funding rounds.
Carted has raised $10.5M in total across 2 funding rounds.
High-Level Overview
Carted is a technology company that builds checkout, payment orchestration, and in-cart acceleration solutions for e‑commerce merchants and platforms. Its core product suite focuses on reducing friction at checkout, improving conversion and payment acceptance, and providing flexible integrations for retailers, marketplaces, and enterprise merchants. Carted serves headless commerce teams, payment engineers, and product managers at mid‑market and enterprise retailers as well as platform partners that want a plug‑and‑play checkout/payment layer. The company’s value proposition is practical and outcome‑driven: higher checkout conversion, fewer declined transactions, faster time‑to‑market for payment features, and lower operational overhead for engineering teams.
Carted’s growth momentum has been characterized by rapid adoption among digitally native brands and commerce platforms, partnerships with major payment processors and gateways, and an expansion of product features from basic cart/checkout acceleration into payment orchestration, fraud tooling integrations, and multi‑region optimization. Revenue growth and customer count have been driven by a combination of direct sales to merchants and white‑label/embedded deployments via platform partners.
Origin Story
Carted was founded by engineers and product leaders with backgrounds in payments, e‑commerce engineering, and large‑scale web performance. The idea emerged from firsthand experience with checkout abandonment and the complexity of integrating multiple payment providers and local methods across regions. Early founders typically came from roles at established e‑commerce or payments companies (engineers who had built checkout stacks or worked on payment infrastructure) and saw an opportunity to productize the “last mile” of conversion optimization and payment orchestration.
Early traction came from a handful of digitally native brands that needed a faster way to roll out local payment methods, address latency and reliability issues in checkout, and overcome the costly engineering lift of maintaining bespoke integrations. Pivotal moments for Carted included a few anchor customer wins with recognizable retail brands, partnership announcements with gateway/payment partners that validated the orchestration approach, and product releases that demonstrated measurable uplifts in conversion and authorization rates for customers.
Core Differentiators
Role in the Broader Tech Landscape
Carted sits at the intersection of several ongoing trends in e‑commerce and payments. First, the rise of headless commerce and composable stacks pushes merchants to adopt modular components for checkout and payments—creating a market for specialized vendors like Carted. Second, global expansion and the proliferation of local payment methods make payment orchestration and intelligent routing increasingly important to preserve authorization rates and customer experience. Third, performance and UX at checkout have become a clear competitive lever for conversion, and technologies that reduce latency (edge compute, optimized SDKs) align with broader web performance investments.
Market forces in Carted’s favor include continued growth in online retail, greater merchant sensitivity to payment decline cost and checkout abandonment, and the increasing complexity of compliance and fraud prevention across geographies. As merchants prioritize conversion and international scale, a dedicated checkout/payment layer that reduces engineering lift and operational risk gains strategic value. Carted also influences the ecosystem by setting expectations for modular checkout experiences, promoting standardized integration patterns for payments, and accelerating merchant adoption of multi‑processor strategies.
Quick Take & Future Outlook
What’s next for Carted is likely further expansion along three vectors: deeper payment ecosystem integrations (more processors, BNPL and local wallets), advanced machine learning‑driven routing and decline mitigation, and platform plays through embedded/white‑label partnerships with commerce platforms and PSPs. Product moves to watch include native fraud orchestration, richer developer DX for headless storefronts, and internationalization features (local tax/VAT handling, localized UX, regulatory compliance) that make global scaling smoother.
Trends that will shape Carted’s journey include persistent demand for conversion optimization, continued fragmentation of payment rails, and regulatory shifts around data localization and payments regulation. If Carted continues to deliver measurable ROI on conversion and decline reduction, it can evolve from a tactical checkout vendor to a strategic payments layer for merchants and platforms. Its influence will grow as more commerce stacks decouple checkout from backend systems and treat payments as a specialized, composable service.
Quick take: Carted addresses a tangible, high‑impact pain point for online merchants—checkout conversion and payment reliability—by combining performance engineering with payment orchestration. If it sustains strong integrations, developer experience, and measurable customer outcomes, Carted is well positioned to be a default checkout/payment layer for modern commerce stacks.
Carted has raised $10.5M in total across 2 funding rounds.
Carted's investors include Activant Capital, Haun Ventures, Streamlined Ventures, Tribe Capital, Sung ho Choi, Andreessen Horowitz, Better Tomorrow Ventures, Deciens Capital, One Way Ventures, TEN13, Andreas Dittes, Louis Beryl.
Carted has raised $10.5M across 2 funding rounds. Most recently, it raised $10.0M Seed in May 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| May 1, 2021 | $10M Seed | — | Activant Capital, Haun Ventures, Streamlined Ventures, Tribe Capital, Sung HO Choi | Announced |
| Sep 1, 2020 | $500K Seed | — | Andreessen Horowitz, Better Tomorrow Ventures, Deciens Capital, ONE WAY Ventures, TEN13, Andreas Dittes, Louis Beryl | Announced |
