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Shop Circle

“Can an acquisition-led Shopify app suite become the default operating layer — software plus capital — for e-commerce merchants?”

Founded2021
HQLondon, United Kingdom
FoundersLuca Cartechini, Gian Maria Gramondi
Latest roundSeries B, 2025
IndustryHorizontal SaaS / E-commerce

The story

Founded in 2021 as a roll-up of Shopify apps, Shop Circle has grown into a broader e-commerce software suite spanning product discovery, upsell, reviews, and operational tooling. The 2024 launch of Shop Circle Capital with Liberis extended it from pure SaaS into embedded finance for merchants, and the 2025 Series B plus Aiden acquisition pushed the company into AI-driven commerce tooling.

Last 12 months

2025-02

Raised $60M Series B led by Nextalia Ventures; acquired Aiden.

Product timeline

2021

Founded in London as an acquirer/operator of best-of-breed Shopify apps.· pivot

2024

Launched Shop Circle Capital, revenue-based funding powered by Liberis.· lending

2025

Raised $60M Series B led by Nextalia Ventures and acquired Aiden (AI guided-selling).· acquisition

Acquisitions

Aiden2025

AI-powered guided-selling software used by LG, Prenatal, Intersport.

Same company

Shop Circle was analysed under more than one name on the same domain, so its stack is split across these dossiers. Each was analysed independently and may name providers the others do not.

ShopCircle1 layer →

The stack

1 layer disclosed in Shop Circle’s embedded-finance stack

Lending

LiberisShop Circle Capital

Accounting gap: minor

Shop Circle — frequently asked

Who provides Shop Circle's lending?

Shop Circle's lending and capital products are provided by Liberis.

Who founded Shop Circle?

Shop Circle was founded by Luca Cartechini and Gian Maria Gramondi and is founded in 2021, headquartered in London, United Kingdom.

What companies has Shop Circle acquired?

Shop Circle's acquisitions include Aiden (2025).

Benchmark your own stack

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