Primaseller, a SaaS-based order fulfilment platform owned & operated by Bangalore-based Omni-channeler Technologies Pvt Ltd, has raised an undisclosed amount of funding from existing investors Dr. Aniruddha Malpani and Manish Gupta, founder of Solidarity Advisors as well as Singapore-based M&S Partners and a group of angels led by Ananda Kallugadde.

It has also roped in RaghunandanG, co-founder and CEO of TaxiForSure on its Board of Advisors.

Ali Mohammed, founder and CEO of Primaseller said that the funding will be used to build a larger engineering team, experiment with multiple growth levers and evaluate the best way to win the fast growing SME space in Indian retail.

Primaseller was started in 2013 by ex-Rocket Internet employee, Ali Mohammed along with ex-AOL executive, Vivek Subramanian.

Primaseller is a cloud-based POS system for vendors that build technology for retail tech startups to enable streamline operations across multiple channels. Primaseller’s technology is integrated with etailers like Flipkart, Amazon, PayTM, Shopclues, Fabfurnish and Magento to help vendors list their products and download orders easily. It presently has 500 sellers using multiple online carts and physical stores.

With this round of funding, the company plans to build a subscription-based scalable technology platform with an efficient on boarding service. With this model, Primaseller aims to scale to a million SME sellers in the next few years with low cost of acquisition.

Ali added that over the coming months, Primaseller intends to unveil some advanced features that will disrupt retailers’ use of technology.

Prior to this, the company had raised an undisclosed amount of funding led by led by Mumbai Angels. Primaseller was accelerated by coworking hub 91Springboard in Delhi and has also been one of the four startups that made it to the summer session of the Pitney Bowes Accelerator Program, in July this year.


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