Grability, Inc. is a company.
Key people at Grability, Inc..
Grability, Inc. was founded by Simon Borrero (Co Founder).
Grability, Inc. was founded by Simon Borrero (Co Founder).
Key people at Grability, Inc..
Grability, Inc. is a B2B mobile-commerce technology company founded in 2013, specializing in platforms that reinvent the grocery and supermarket shopping experience for retailers and consumer packaged goods (CPG) groups worldwide.[1][2][3] It builds white-label mobile solutions mimicking physical store aisles, enabling users to browse, shop, and receive targeted promotions seamlessly on mobile devices or desktops, addressing poor e-commerce experiences in fast-moving consumer goods (FMCG) where online sales lag at around 2%.[1][3][5] Serving major clients like El Corte Inglés, Reliance Industries, and Cencosud, Grability raised seed VC funding from investors including Burch Creative Capital and Plug and Play, with reported revenue up to $43 million and employee counts varying from 17 to 249 across sources.[1][2][3]
The company targeted growth in mobile retail, which was expanding 30% year-over-year, by offering intuitive interfaces that boost conversion rates and bridge digital-physical channels, though some reports note operational challenges and a possible shutdown in early stages.[1][3]
Grability was founded in 2013 in New York, New York, with headquarters at 379 West Broadway, and quickly gained recognition as one of Intel's 25 most innovative young companies that year.[1][2][3] Key figures include CEO Sebastian Mejia, who highlighted the need for grocery apps mimicking traditional supermarket layouts, and later CEO Lior Lavy during funding exhaustion mentions; the team expanded to offices in the USA, Asia, Latin America, and Western Europe.[1][2] The idea emerged from observing stagnant FMCG e-commerce—frustrating user interfaces failing to adapt to mobile habits—prompting a platform for "pulling items off virtual shelves" with in-moment promotions, achieving early traction with Fortune 500 clients like Reliance Industries.[1][2][3]
Competitors include GrocerKey, but Grability stood out for user-centric innovation.[1]
Grability rode the explosive growth of mobile commerce in retail, particularly grocery/FMCG, where physical-digital convergence was critical amid 30% YoY mobile sales increases and low online penetration (2%).[1][3] Timing aligned with smartphone ubiquity and post-2013 e-commerce shifts, empowering retailers against stagnant websites by unlocking mobile's potential for anytime shopping.[1][3][5] It influenced the ecosystem by pioneering fun, habit-aligned tech for global chains, fostering competition in grocery delivery and click-and-collect while highlighting niche challenges like funding exhaustion in artisanal segments.[1][2]
Grability's innovative mobile store positioned it as a FMCG disruptor, but mixed signals—ongoing profiles with $43M revenue claims versus shutdown notes—suggest uncertain status post-seed stage.[1][2] Next steps likely involve scaling white-label tech amid rising mobile grocery demand (accelerated by e-commerce trends), potentially through new funding or acquisitions if operations persist.[1][3] Evolving trends like AI-driven personalization and omnichannel retail will shape its path, amplifying influence if it overcomes early hurdles, ultimately redefining how retailers capture digital shoppers globally.[1][5]
