The lead: Seller Central goes multichannel
Amazon announced free multichannel selling tools. Sellers can connect eBay, Shopify, TikTok Shop and Walmart, see every order in one screen, and fulfill across channels. Edit-once listings and a cross-channel profit dashboard are coming. Not announced: inventory sync, repricing, or cross-channel ads. It’s U.S. only, rolling out over the coming months.
Christian, a ChannelAdvisor alum, on why it’s free: the data is the price. Amazon has long tracked what sellers charge elsewhere; now it can see how much they sell there. It’s the Veeqo playbook again: take a paid seller tool and make it a free feature. SMB, Amazon-first tools are in the blast radius. Enterprise and retail-dropship players like Rithum are less exposed.
Ayelet’s lens is trust. With the FTC’s antitrust trial starting in March, would you hand Amazon your Walmart numbers? Her line: “Free is the most expensive price in e-commerce.”
The M&A read: multiples compress for SMB multichannel tools, and the smart ones move up-market or sell into a platform before the next diligence call.
Two fundraises:
Confido: $55M Series B led by Insight Partners, for AI that handles the CPG back office (retailer deductions, trade spend, forecasting). Insight also majority-owns Rithum, so it sits on both sides of this week’s story.
Euka: announced a $5M seed (Susa Ventures, Creator Ventures) for software that runs a brand’s TikTok Shop creator-affiliate program end to end.
Deal hits: TikTok Shop agency week
Three TikTok Shop agencies were acquired in one week, all on undisclosed terms: Power Digital bought uptickk (covered in E86), Common Thread Collective bought TBAR Partners, and Simplistic bought Tiide Commerce, its first add-on since Rallyday Partners invested. Ayelet’s question for all three buyers: when Euka’s software does creator outreach for pennies, what is the agency still charging for?
Also, EMARKETER bought RetailX’s research arm. In a world where anyone can generate a report, a trusted proprietary ranking is the defensible asset.
Check out all 15 deals of the last couple weeks in our subscriber only post.
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Connect with Christian and Ayelet
Ayelet’s LinkedIn: https://www.linkedin.com/in/ayelet-shipley-b16330149/
Christian’s LinkedIn: https://www.linkedin.com/in/hassold/
