Alloy Automation Closes $20M Round to Streamline Online Retailer Operations

Alloy Automation Inc. today noted that it secured an initial $20 million investment led by Andreessen Horowitz to expand the feature set of its namesake cloud service, which helps e-commerce companies streamline their business operations.

Online retailers typically rely on multiple software tools to support their operations. An e-commerce business might use one application to process transactions, another to manage its customer loyalty program, and a third to coordinate advertising campaigns. The larger the company, the more software tools it uses.

Many business tasks require a retailer’s employees to use multiple applications. Adding a new product listing, for example, may involve copying product data from the inventory management application to the online catalog management tool. Businesses must either perform these tasks manually or create automation workflows to manage them, which is often difficult for a retailer with limited in-house technical expertise.

San Francisco-based Alloy Automation provides a service that enables e-commerce businesses to create automation workflows without writing code. The service allows a company to create integrations between its software tools through a drag-and-drop interface. From there, each integration can be customized to perform a specific business task that would otherwise have to be done manually.

A retailer’s finance team could create an integration that syncs the details of every new purchase with the spreadsheet they use to calculate weekly revenue. The marketing department, on the other hand, can create a workflow that notifies customers when a new product becomes available.

The integrations created with the startup’s platform can be customized for different situations. For example, a workflow that notifies customers of a newly added product can be configured to alert only users who have purchased similar items in the past.

Some tasks, such as synchronizing sales journals between two different applications, may require changing the data format of the files being processed. Alloy Automation provides pre-packaged software building blocks to simplify data format changes and other advanced tasks an automation workflow can perform.

To further simplify development, the startup offers a collection of ready-to-use workflows covering areas such as marketing, inventory management, and logistics.

“Whether a store owner wants to issue a refund based on a customer support ticket, send someone an incentive to be a repeat customer, or customize the packaging before it ships, Alloy makes it simple things,” says David Ulevitch, general partner of Andreessen Horowitz. wrote in a blog post.

The Alloy Automation service offers the ability to create automation workflows for over 100 different applications. With the new Series A funding, the startup intends to increase the number of apps supported by its service by expanding its partner ecosystem. Alloy Automation would have also plans to double its workforce to around 40 employees this year.

Image: Alloy Automation

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