Fulfilment.com secures £4m seed to cut contract times with algorithmic matching
This article covers Fulfilment.com, a London-based supply chain startup, which has raised up to £4m in a seed funding round led by Blackfinch Ventures with participation from Haatch Ventures. The funding will accelerate product development and international expansion, supporting ecommerce brands and third-party logistics providers by automating matching and quoting to reduce contract lead times and improve transparency.
Fulfilment.com has raised up to £4 million in a seed funding round led by Blackfinch Ventures, with participation from Haatch Ventures. The London-based supply chain startup says the cash will accelerate product development and international expansion into the UK, EU, US, Canada and Australia — a timely push for a company addressing a long-standing friction point in ecommerce logistics.
Why it matters
Finding a reliable third-party logistics provider remains a manual, time-consuming process for many brands. That friction adds cost and slows growth for fast-moving ecommerce businesses. By automating matching and quoting between brands and 3PLs, fulfilment.com aims to reduce contract lead times and bring more transparency to a fragmented market. For investors, that combination of clear product-market fit and measurable operational efficiency is a common rationale for backing logistics technology.
Inside the product
Fulfilment.com offers a marketplace that replaces spreadsheets and repetitive calls with instant quoting, algorithmic matching and real-time performance data on 3PLs. The platform aggregates operational and commercial metrics so brands can compare providers and make decisions faster. The company frames this as shortening the time to contract and improving fairness in pricing and selection for both brands and logistics partners.
The startup plans to use the funding to scale its proprietary software, expand the team and strengthen infrastructure to support a growing global user base, with early commercial focus on core ecommerce markets in the UK, EU, US, Canada and Australia.
Who are the investors?
The round was led by Blackfinch Ventures, with participation from Haatch Ventures. Haatch previously backed the team at pre-seed, giving it continuity across the company’s early stages.
In the announcement, a spokesperson for Blackfinch Ventures said:
With clear traction and a platform solving a well-known industry challenge, fulfilment.com has the potential to transform a major global market. We’re excited to support their next phase.
In the announcement, Charlie Weavers-Wright, B2B SaaS Investor at Haatch, added:
We’re extremely proud to be backing the entire team at fulfilment.com again! Fortunately, Haatch was able to back them at pre-seed and has seen firsthand the incredible growth James and the team have been able to deliver. The market opportunity here is vast so we’re very excited to see what the future holds.
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Founder perspective
In the announcement, James Olsen, Founder and CEO at fulfilment.com, said:
Our mission is to make fulfilment work better for everyone, brands and 3PL’s alike. We’re grateful to Blackfinch for leading this round, and to Haatch for backing our ambition to create a more transparent, fair and effective industry for all involved.
Olsen frames the raise as fuel to speed product development and broaden the platform’s geographic reach. The company’s roadmap focuses on improving matching accuracy, expanding 3PL coverage and adding analytics that help buyers evaluate operational performance alongside price.
The bigger picture
Logistics and fulfilment remain areas of active investment as ecommerce growth sustains demand for more efficient order fulfilment. This seed round sits alongside a wave of funding into startups tackling operational inefficiencies across supply chains in the UK and Europe. If fulfilment.com can turn its matching and quoting tools into material time and cost savings for brands, it will tap into a large and distributed market of logistics providers and online retailers — a test many logistics marketplaces have found challenging but potentially lucrative.
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