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Announcing our €2.1M Pre-Seed funding

Sam Van Hees • 22 February 2023

Building and managing a headless webshop should be easy and it's our mission to do just that. With our frontend as a service platform, we want to help brands experience the actual benefits of headless commerce and as a result, help them sell more and grow faster.

We’re excited to announce €2.1 million in Pre-Seed funding led by firstminute capital. With the participation of the founders of Storyblok, Wandera, Snyk, and Supercell. 

We’ll use this funding to build out the product, expand the team, and create brand awareness throughout Europe. 

Instant Commerce Pre-Seed Announcement

Building a world-class product

In 2016 we started our eCommerce Agency Story of AMS. Over the years, we specialized in building headless webshops for brands with the likes of Philips to fast-scaling direct-to-consumer brands. During this time we have learned a thing or two about headless commerce, the benefits but also its pitfalls. 

In January 2022, we started Instant Commerce to solve the issues that come with headless commerce such as the high costs of building and maintaining the frontend, developer dependencies, slow time to market, poor dev-ops execution, and more. 

With our frontend as a service platform, which is a no-code-oriented platform with features that support adding custom code for more customization, we want to empower the eCommerce teams to stay in control of their shopping experience. And on the other hand, we want to make building and maintaining the frontend as easy as possible for agencies and or in-house teams. 

Sam Endacott at firstminute capital, said: “We believe the future of web development and e-commerce is headless and have had a front-row seat in this category with our investments in Storyblok and Nuxt. However, the missing link has been a software layer to co-ordinate the ecosystem of APIs from the front-end that can be used by both non-technical users and developers. The Instant Commerce team have experienced this pain point directly having built a highly successful e-commerce Agency before working with major global brands. Their first product - a no-code solution to help e-commerce teams go headless without technical expertise - is just the first step in what we think can be a major platform in facilitating the next wave of e-commerce growth.”

Expanding the team

This year we started with 19 amazing team members that joined us from the agency to Instant Commerce. In the past few months, we have made a few key hires with B2B SaaS experience to help us lay the foundation for further growth. We currently have about 6 open positions, mostly in the engineering team, so check out our careers page and join this fantastic team. 

To learn how Instant Commerce can help accelerate your eCommerce growth, get a demo here. We’d love to show you why Instant Commerce is beloved by fast-growing eCommerce brands.


Sam van Hees, Doeke Leeuwis & Coen van Hees


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Author / Writer
Sam Van Hees
Founder & CMO

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