While much of retail is still trying to figure out how to compete with Amazon () on price or catalogue, American startup Stord believes that the giant’s real difference lies elsewhere: in its logistics infrastructure. And to gain strength in this fight, it has just raised a contribution of US$ 250 million.
Series F, led by Strike Capital, with participation from names such as Founders Fund, Kleiner Perkins, G Squared and BOND, values logtech at US$3 billion. As a result, the Atlanta-based company doubled its market value in less than a year.
Founded in 2015 and with more than US$775 million raised since its creation, Stord serves independent retailers and brands, delivering a logistics infrastructure similar to that of Amazon, orchestrating warehouse operations, software, inventory management and deliveries, to deliver orders with agility similar to that of Jeff Bezos’ company.
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“This is the infrastructure we want to deliver to any independent brand,” said Sean Henry, co-founder and CEO of Stord, in a note about the new fundraising.
Today, the startup operates almost 100 warehouses in North America and part of Europe, generating more than US$15 billion in annual GMV for around a thousand customers. In addition to organic growth, the company has also been accelerating through acquisitions. There have been eight purchases made so far, including Ware2Go, from UPS, in 2025; Shipwire, acquired from CEVA Logistics earlier this year, in addition to Pitney Bowes’ e-commerce fulfillment operation.
The round also arrives alongside the launch of Stord Labs, a structure created to test robotics and automation before implementing these technologies on a large scale in the company’s logistics centers. According to Henry, the startup already works with more than five robotics suppliers, but the names were not revealed.
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The idea is to use AI and automation to reduce operational costs, speed up order processing and bring delivery times closer to the standard created by Amazon Prime, which currently controls 40% of American e-commerce. The other 60% remains in the hands of retailers who, for the most part, do not have the infrastructure to compete at the same logistical level.
The timing of the bet is not random, as Amazon itself is also investing to further raise the level of logistics competition in the United States. In May, the company began offering deliveries within 30 minutes in dozens of American cities through the Amazon Now program. Last year, the company announced that it had reached the milestone of one million robots operating in its warehouses.
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