Pipe17, Seattle Ecommerce Tech Startup, Raises $8 Million

By Bruce Harpham Wednesday, March 3, 2021

Washington State, long the home to Amazon, is now home to a growing ecommerce software firm. Pipe17, established in 2019, has raised $8 million in funding from investors. Led by a team with experience at AllBirds, Amazon, and Shopify, Pipe17 knows the ecommerce technology space. The startup company helps its business customers with operations, logistics, and related challenges. The business has fourteen employees as of March 3, 2021, according to LinkedIn.

Person buying items on a laptop.

The Real Estate Investor Supporting Pipe17

The company is positioned to expand in 2021, thanks to new funding. Recently, the business has received money from GLP Capital Partners. Based in Santa Monica, California, GCP Capital Partners has expertise in logistics real estate with more than $50 billion in global investments ($6 billion in the US). “We invested in Pipe17 because of the outstanding team, their track record, and their unique vision for solving one of the biggest pain points for e-commerce merchants,” said Alan Yang, chief executive officer of GLP Capital Partners, in a press release.

Business Customers Using Pipe17

The startup company has several business customers in the direct-to-consumer ecommerce sector. Death Wish Coffee, established in 2012, used Pipe17 technology to cope with a significant increase in business volume in 2020. RIPNDIP, a clothing ecommerce company, used Pipe17 to fulfill a large volume of Black Friday 2020 orders. Keeping up with holiday sales was a key reason for Bricks N Clix to use Pipe17 as well.

How Pipe17 Enhances Business Technology

Pipe17 helps business customers solve a challenge: getting insight from their enterprise resource planning (ERP) tool. In particular, Pipe17 integrates with NetSuite, an ERP company acquired by Oracle in 2016. Oracle is a multi-billion dollar enterprise software company that earns billions from cloud software.

The cloud-based app connects multiple technologies in one place. On the front end, Pipe17 brings together orders from ecommerce (e.g., Amazon, Shopify, Magneto, and BigCommerce), point of sale (e.g., Square, LightSpeed, Revel), and wholesale (e.g., EDI and Brandboom). The company manages internal systems like warehouse management, carriers, fulfillment, returns, and logistics on the backend. By using Pipe17, an ecommerce company can avoid relying on spreadsheets and email to stay organized.

The No-Code Technology Trend

Pipe17 describes itself as a no-code solution for business. This company concept has grown in popularity significantly over the past few years. WIRED reported on the rise of “no-code” entrepreneurship in May 2020. Using drag and drop interfaces and other tools like Webflow or ClickFunnels, a business owner can move quickly.

Brent Liang built two no code startups and reached $40,000 in monthly recurring revenue. This movement even has a manifesto — the No Code Manifesto — which states: “Teaching people how to code to turn them into engineers is not the solution.”

There is a downside to the rise of the no-code movement, however. It may signal less interest in highly ambitious goals. For example, it is difficult to imagine pursuing Google’s company goal of “organize the world's information and make it universally accessible and useful” without extensive technology and coding expertise.

About the Author


Headshot of Bruce Harpham

Bruce Harpham is an author and marketing consultant based in Canada. His first book, "Project Managers At Work," shared real-world success lessons from NASA, Google, and other organizations. His articles have been published in CIO.com, InfoWorld, Canadian Business, and other organizations. Visit BruceHarpham.com for articles, interviews with tech leaders, and updates on future books.

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