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- SellerX
SellerX Valuation, Funding & Investors
SellerX is valued at $1B as of May 2023.
About SellerX
SellerX is a Berlin-headquartered firm that acquires and scales Amazon FBA brands across Europe. The company purchases established seller accounts generating consistent revenue, then invests in product development, supply chain optimization, and marketing expansion. Operations span consumer goods categories like home and kitchen, beauty, and electronics. SellerX integrates acquisitions into its central warehouse network in Germany for faster fulfillment and pan-European distribution.
Founded
2020
HQ
Website
Status
Privately held
Customer focus
B2C
Revenue model
Product sales
Valuation
$1B (May 2023)
SellerX Valuation
SellerX is currently valued at $1B, based on its undisclosed-stage round in May 2023.
The $64M round was led by Sofina, with participation from TRCM Fund, Upper90, Felix Capital, L Catterton, BlackRock and 3 other investors.
SellerX's valuation has moved from $1B at its Series B in August 2021 to $1B in May 2023, across 3 priced rounds.
SellerX valuation by funding round
| Date | Stage | Valuation |
|---|---|---|
| May 2023 | Undisclosed stage | $1B |
| Dec 2021 | Undisclosed stage | $1B |
| Aug 2021 | Series B | $1B |
SellerX Funding History
SellerX has raised a total of $834M across 5 funding rounds.
SellerX's first fundraising round was a $118M seed round in November 2020. The most recent completed round was a $64M undisclosed-stage round in May 2023.
SellerX funding rounds
| Date | Stage | Investors | Raised | Valuation | Deal Summary |
|---|---|---|---|---|---|
| May 2023 | Undisclosed stage | Sofina (lead); TRCM Fund; Upper90; Felix Capital; L Catterton; BlackRock; Victory Park Capital; Cherry Ventures; 83North | $64M | $1B | SellerX is a Berlin-based e-commerce aggregator founded in 2020 that acquires and scales successful Amazon sellers, managing over 50 brands at the time. On May 31, 2023, it announced the acquisition of US rival Elevate Brands in an all-share deal, creating SellerX Group with 80 Amazon-native brands. Existing investors led by Sofina invested over €60 million ($64 million) in new equity, with participation from L Catterton, Cherry Ventures, Felix Capital, 83North, Upper90, and TRCM Fund; BlackRock and Victory Park Capital upsized the credit facility for further M&A. SellerX had raised nearly $900 million in equity and debt previously and was valued at more than $1 billion. The combined entity reported annual sales of €400 million ($426 million), leveraging SellerX's technology platform, supply chain, warehouse operations, and internationalization alongside Elevate's brand-building expertise across channels. Leadership includes SellerX co-founders Philipp Triebel and Malte Horeyseck as co-CEOs, with Elevate co-founders in key roles: Ryan Gnesin as President, Jeremy Bell as Global Head of M&A, and Rob Bell as Global Business Development Head. The deal was set to close by end of June 2023, positioning the firm for industry consolidation. |
| Dec 2021 | Undisclosed stage | BlackRock (lead); Sofina (lead); Victory Park Capital (lead); Abu Dhabi Investment Authority; Partech | $503M | $1B | SellerX is a Berlin-based e-commerce aggregator that acquires and scales Amazon-native brands, particularly FBA sellers, with a focus on businesses showing strong growth (≥30% YoY), minimum €1M revenue, and ≥20% contribution margins. Founded in 2020 by Harvard Business School graduates with e-commerce and private equity experience, the company consolidates acquired brands into a diversified portfolio and optimizes them for expansion into new geographies, channels, and products. It raised over €100M in seed financing from investors like Cherry Ventures, Felix Capital, and TriplePoint Capital. On December 9, 2021, SellerX secured approximately $500M in a combined debt and equity financing round, listed separately as Debt-II ($500M) and Series C ($1,000M amount raised, though unconfirmed), involving investors including BlackRock Enhanced, Sofina, and Victory Park Capital. This brought total funding to around $766M-$766.7M across six rounds. The financing valued SellerX at $1B post-money, achieving unicorn status. SellerX planned aggressive expansion, targeting at least 20 acquisitions in the next 12 months post-funding. The company later acquired US rival Elevate Brands in an all-share deal in 2023 and raised additional $64M+, reflecting ongoing consolidation in the aggregator space amid a market that saw nearly $6B raised by similar firms since April 2021. |
| Aug 2021 | Series B | L Catterton (lead); Felix Capital; Cherry Ventures; 83North; Sofina | $118M | $1B | SellerX is Europe's leading aggregator of e-commerce businesses, founded in 2020 by two HBS graduates—one who previously built an e-commerce business to €700M+ in revenue and another with Goldman Sachs PE experience. The company acquires and scales Amazon-native brands (FBA sellers), acquiring businesses with at least $1M in revenue and growing at 30% year-over-year with strong margins. In December 2021, SellerX reached a post-money valuation of $1,000M (unicorn status) following a major funding round. The company had raised approximately $766.7M across six rounds by that date, including a $500M debt and equity financing announced in December 2021. The round included participation from multiple investors and brought total funding to approximately $900M in combined equity and debt. SellerX's growth strategy focused on consolidating multiple smaller online retailers; the company later acquired competitor Elevate Brands in May 2023 in an all-share deal while raising additional capital, demonstrating continued expansion through acquisitions of fellow aggregators in the competitive e-commerce roll-up space. |
| Mar 2021 | Undisclosed stage | 83North (lead); David Schneider; Felix Capital; Christopher North; Cherry Ventures; François Nuyts | $31M | - | SellerX is Europe's leading aggregator of third-party e-commerce businesses, particularly Amazon FBA sellers. In March 2021, it raised funding led by 83North with participation from Cherry Ventures, Felix Capital, and others including Christopher North, David Schneider, and François Nuyts. Sources reference a Venture round on that date and a €26m raise announced March 11, 2021, as the Amazon aggregator industry heated up. A separate €100m ($118m) primary equity funding round involved L Catterton, Sofina, and others. Later rounds reached unicorn status with $500m additional financing in November 2021. Total funding across rounds exceeds $900m. |
| Nov 2020 | Seed | Cherry Ventures (lead); Felix Capital (lead); TriplePoint Capital (lead); David Schneider; Christopher North; Max Kronberg; Jens Wasel | $118M | - | SellerX is a Berlin-based e-commerce aggregator founded in 2020 by Malte Horeyseck and Philipp Triebel, focused on acquiring and scaling promising smaller businesses selling consumer goods via Amazon's platform using Fulfillment by Amazon (FBA) for payments, logistics, and delivery. Categories include household, pets, garden supplies, kids' goods, and beauty. The company raised €100 million ($118 million) in a seed round on November 19, 2020, co-led by Cherry Ventures, Felix Capital, and TriplePoint Capital, with participation from Village Global, Zalando co-founder David Schneider, former Amazon UK CEO Chris North, and KW Commerce founders Jens Wasel and Max Kronberg. The financing combined equity and mostly debt to fund acquisitions and build 'the digital Procter & Gamble' of Amazon sellers. Since founding, SellerX had already acquired one Amazon-local SKU business and was expected to generate €20 million in revenues. The round marked the first major capital for the startup, enabling a roll-up strategy amid Amazon Marketplace growth, where sellers account for over 50% of Amazon's $52 billion quarterly product sales as of late 2020. Investors highlighted the opportunity in consolidating profitable Amazon products and enhancing them with technology. SellerX later raised additional rounds including Series A ($30.36M led by 83North) and Series B ($117.1M led by L Catterton), reaching unicorn status over $1B before facing debt troubles and a near-auction in 2024 after defaulting on €400M loans. |
Who has invested in SellerX?
17 investors have backed SellerX across its funding rounds, including Cherry Ventures, Felix Capital, 83North, Sofina, BlackRock and L Catterton.
Lead investors include Sofina, BlackRock, Victory Park Capital, L Catterton, 83North and 3 other investors.
SellerX Investors
| Investor | HQ | Rounds | Role | First check |
|---|---|---|---|---|
| 4 | Lead | Nov 2020 | ||
| 4 | Lead | Nov 2020 | ||
| 3 | Lead | Mar 2021 | ||
| 3 | Lead | Aug 2021 | ||
| 2 | Participant | Nov 2020 | ||
| 2 | Participant | Nov 2020 | ||
| 2 | Lead | Aug 2021 | ||
| 2 | Lead | Dec 2021 | ||
| 2 | Lead | Dec 2021 | ||
| 1 | Participant | May 2023 | ||
| 1 | Participant | May 2023 | ||
| 1 | Participant | Dec 2021 | ||
| 1 | Participant | Dec 2021 | ||
This data is available for Pro users. Sign up to see all 17 SellerX investors. Start Free Trial | ||||
Benchmark 350K+ Funding Rounds and Disclosed VC Valuation Multiples
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Start Free TrialAcquisitions by SellerX
SellerX has acquired 2 companies to date.
Last acquisition by SellerX was on May 31st 2023. SellerX acquired Elevate Brands for undisclosed valuation.
Latest Acquisitions by SellerX
| Description | Elevate Brands is a Los Angeles-based acquirer of Amazon FBA brands in health, beauty, and home goods categories. The firm scales operations through supply chain optimization and expanded marketplaces including Walmart and TikTok Shop. | KW-Commerce is a Berlin-headquartered e-commerce company selling over 25,000 items in consumer electronics accessories and home and living categories. Founded in 2012, it operates proprietary brands like kwmobile, kalibri, and Navaris on platforms such as Amazon and eBay, shipping to more than 5 million customers annually with a workforce exceeding 170 employees worldwide. Recognized by Gründerszene as Germany's fastest-growing digital company in 2015, it sustains double-digit annual growth without external financing. |
| HQ Country | ||
| HQ City | Austin, TX | Berlin |
| Deal Date | 31 May 2023 | 9 Dec 2021 |
| Valuation | undisclosed | undisclosed |
| EV/Revenue | ||
| EV/EBITDA | ||
This data is available for Pro users. Sign up to see all SellerX acquisitions and their M&A valuation multiples. Start Free Trial | ||
SellerX Competitors
SellerX competitors include listed companies like Hepsiburada and Bxn Holding, and private ones like HexClad, Rothy's, Womai and Oasis Market.
| Company | HQ | Status | Revenue | EBITDA | Valuation | Revenue Multiple |
|---|---|---|---|---|---|---|
| Private | - | - | $1B | - | ||
| Private | $211M | - | $1B | 4.7x | ||
| Private | - | - | $1B | - | ||
| Private | - | - | $1B | - | ||
| Publicly listed | $1.7B | ($51M) | $957M | 0.3x | ||
| Publicly listed | $771M | $100M | $836M | 0.8x |
SellerX Public Comps
SellerX is still privately-owned, but its public comps include Moonpig Group, Hepsiburada, Jumia Technologies AG, Brainbees Solutions, Boozt, Chancemate, GoodRx, Bxn Holding, CEWE Group and Apotea.
| Last FY | EV/Revenue | EV/EBITDA | ||||||
|---|---|---|---|---|---|---|---|---|
| Revenue | EBITDA | Last FY | LTM | 2027E | Last FY | LTM | 2027E | |
| $501M | $140M | 2.3x | 2.3x | 8.2x | 8.2x | |||
| $1.7B | ($51M) | 0.5x | 0.3x | (15.8x) | 28.7x | |||
| $189M | ($51M) | 4.8x | 4.2x | (17.8x) | (26.4x) | |||
| $866M | $29M | 1.1x | 1.0x | 31.8x | 23.1x | |||
| $845M | $71M | 1.1x | 1.0x | 13.0x | 10.3x | |||
| $160M | $19M | 3.7x | 4.3x | 30.9x | 28.1x | |||
| $797M | $173M | 1.8x | 1.8x | 8.1x | 5.5x | |||
| $771M | $100M | 0.8x | 0.8x | 6.4x | 6.0x | |||
This data is available for Pro users. Sign up to see all SellerX competitors and their valuation data. Start Free Trial | ||||||||
Common questions about SellerX
| When was SellerX founded? | SellerX was founded in 2020. |
| Where is SellerX headquartered? | SellerX is headquartered in Berlin, Germany. |
| Is SellerX publicly listed? | No, SellerX is a private, VC-backed company. |
| What is SellerX's valuation? | SellerX was last valued at $1B in its undisclosed-stage round in May 2023. |
| How much funding has SellerX raised? | SellerX has raised $834M across 5 funding rounds. |
| What was SellerX's last funding round? | SellerX's last funding round was a $64M undisclosed-stage round in May 2023, led by Sofina. |
| Who are SellerX's investors? | SellerX's investors include Felix Capital, Cherry Ventures, 83North, Sofina, David Schneider, Christopher North, L Catterton, BlackRock, Victory Park Capital, TRCM Fund and 7 others. |
| Which companies are comparable to SellerX? | Companies comparable to SellerX include HexClad, Rothy's, Womai, Oasis Market, Hepsiburada and Bxn Holding. |
| How many companies has SellerX acquired? | SellerX has acquired 2 companies, including Elevate Brands and KW-Commerce. |
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