Starcart
“Can a payment-institution-licensed agentic commerce layer — embedding a single Buy Button across any website — become the default checkout infrastructure for European fragmented e-commerce?”
Founded in 2021 as a consumer-facing aggregated shopping cart for Finnish online stores, Starcart quickly obtained a Finnish payment institution license to handle the financial layer of purchasing across merchants. The core innovation is using virtual card issuance (via Enfuce) to buy goods on behalf of consumers from any online store. By 2024 the company pivoted its go-to-market toward a B2B 'Agentic Commerce' model — embedding a JavaScript Buy Button into third-party websites (price comparison engines, content publishers, marketplaces, and AI assistants) — positioning embedded commerce infrastructure rather than a consumer app as its primary offering.