Merchantee, a Prague-based startup that automates pricing, discount campaigns, and product promotions for ecommerce sellers, has closed a €1.8M funding round to support expansion across Europe. Founded by Jakub Vraspír, who spent years working inside the European marketplace industry, the company has built a system it describes as full-loop automation: software that not only identifies what a seller should do, but carries out the action.
Selling on multiple marketplaces is genuinely hard work. More than 60% of European ecommerce now flows through marketplace platforms, and 67% of sellers are active on at least four of them simultaneously. Each one requires constant attention. Prices need adjusting, discount campaigns need evaluating, and product listings need managing, all day, every day. According to the ChannelEngine Marketplace Seller Trends Report 2025, sellers spend an average of 36% of their working week on these manual tasks. Many simply give up and wait for sales to come on their own.
The round combines a pre-seed investment and an extension. Reflex Capital led the raise, with support from Czech Founders VC and Lighthouse Ventures. The capital will be used to expand into new European markets and add marketplace integrations, bringing the total number of supported platforms to five in 2026.
Most tools available to marketplace sellers handle only one piece of the problem. Some collect data and show sellers what is happening across their accounts, but stop there. Others apply automatic price changes, but only according to fixed rules set in advance, which means they cannot react when a competitor drops a price or demand shifts unexpectedly. Merchantee is designed to do both: read the situation and act on it, within the budget and margin limits the seller defines.
The platform works at the individual product level. It adjusts prices every 30 to 60 minutes, nominates products for marketplace promotion campaigns, and divides a seller's catalogue into categories: top performers, products gaining traction, and slow-moving stock. Every action is logged and comes with an explanation.
"Most sellers are stuck in the same place. Their marketplace channel works at some level, but scaling it means thousands of decisions a day across pricing, campaigns, and promotions that no team can manage manually. Larger companies with more resources win, every time. Merchantee's agentic intelligence levels the playing field, working as a marketplace expert across thousands of products at once. Merchantee's team is the first to build natively for European marketplaces, executing the full loop and giving sellers the kind of opportunity that used to be available only to the largest players." — Jakub Vraspír, Founder & CEO of Merchantee
The new capital goes toward product development and a phased expansion across the continent. Poland and Germany come first, both targeted for 2026. France, the Netherlands, and Italy are scheduled for 2027. On the technical side, planned integrations with eMag, BOL, and C-Discount will bring the platform from two supported marketplaces to five within the year.
Part of the investment will also fund a new capability the company calls Layer 4. The idea is to give the platform's AI agent the ability to choose between execution strategies, such as applying a discount or paying for additional product visibility, based on the seller's goals across channels. At the moment, most automation tools follow preset rules. Layer 4 would let the system make judgment calls instead.
Further down the road, Merchantee is working toward what it calls agent-to-agent commerce: a model where AI systems on the seller's side communicate directly with Merchantee's infrastructure, removing the human approval step from the loop altogether.
"Merchantee identified a major pain point for ecommerce sellers in Europe, and then designed something completely unique to answer it. They understand how European ecommerce works and where it's going, and their successful balancing of an ambitious expansion strategy and continuous profitability makes us excited about their future." — Michal Zálešák, Managing Partner at Lighthouse Ventures
Vraspír founded Merchantee in Prague after spending time at Mall.cz, the first ecommerce marketplace in Czechia and Slovakia, now part of the Allegro Group. That experience working directly inside European marketplace operations informed how the product was built. It was designed around the specific rules, campaign structures, and pricing mechanics of European platforms, rather than ported over from tools built for Amazon or other global players.
The platform is used by both brands and resellers. Clients include Philips, Lindt, SodaStream, and Vilgain, alongside hundreds of sellers across Central Europe. For brands, Merchantee handles visibility and campaign participation across multiple marketplaces while protecting margin targets. Resellers use it to stay price-competitive and secure the product placements that drive conversions. Marketplace agencies can manage all their clients from one account.
Where Merchantee differs from narrower tools is in how much of the workflow it covers. Data collection, decision-making, and execution happen within a single connected system, and sellers set their limits once rather than writing rules for every scenario.
Reflex Capital led the raise. The Czech venture firm has previously backed Productboard, Keboola, and Apify, with a portfolio that spans ecommerce, SaaS, and proptech. Managing Partner Ondřej Fryc pointed to Vraspír's operational background as the deciding factor.
"Jakub spent years inside the European marketplace world. He helped launch Mall.cz, the first marketplace in Czechia and Slovakia, now owned by the Allegro Group. Few founders in this category have such extensive operational depth, and even fewer have turned it into infrastructure that brands like Philips, Lindt, and SodaStream now rely on every day." — Ondřej Fryc, Managing Partner at Reflex Capital
Czech Founders VC and Lighthouse Ventures also took part in the round. Merchantee describes this raise as a combined pre-seed and extension.
