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Fluent Commerce announces $33 million series B funding led by US growth equity firm Arrowroot Capital

The investment reflects the growing demand for fully customisable cloud platforms and will allow the Sydney-headquartered order management provider to accelerate product development and continue international expansion


SYDNEY, AUSTRALIA, August 6th 2019: Fluent Commerce, the leading provider of cloud-based order management software for omnichannel merchants, announced today it has completed its Series B financing.

Led by Santa Monica-based Arrowroot Capital, a leading US growth equity firm specialising in B2B software, the $33 million investment will allow the Australian headquartered order management software provider to further establish market leadership and continue development of its growing suite of unified omnichannel solutions. The company intends to use the funds to drive sales and marketing, accelerate product development and continue to expand globally. Arrowroot Capital’s Mr Matt Klein, vice president and Mr Clem O’Donnell, partner will be joining Fluent Commerce’s board.

“This is a very exciting time for Fluent Commerce, we are delighted to have gained support and investment from Arrowroot,” said Mr Graham Jackson, CEO of Fluent Commerce. “This is a terrific validation of all the hard work put in by our teams and our partners over the last four years in building and implementing solutions that have real global appeal. With Arrowroot’s experience and partnership, we’re looking forward to enhancing our product capabilities, growing our global footprint, and driving significant improvement in customer experience and convenience for our client’s customers.”

Arrowroot Capital’s founder and managing partner, Mr Matthew Safaii said, “Fluent Commerce has built an impressive team and innovative technology that has provided the foundation of the company’s strong growth. Fluent Commerce solves complex omnichannel order management for retailers and brands that results in an improved customer experience. We look forward to partnering with the Fluent Commerce team and are excited to be a part of the company’s success.”

Fluent Commerce’s cloud-native solution is used by some of the largest retailers in Australia, Europe and North America including Woolworths, Target, JD Sports, Conbipel, Etro, El Palacio de Hierro and Pokemon.


About Fluent Commerce

Fluent Commerce is the leading provider of fully customisable cloud order management to merchants and brands who want to provide a premium omnichannel fulfillment experience, profitably. The platform allows merchants to offer Click & Collect, Ship from Store, and other advanced omnichannel offerings. Fluent Commerce’s order management system has strong out-of-the-box features combined with flexible APIs and cloud-native architecture, enabling retailers and brands to roll out quickly and scale as needed, anywhere around the globe. For more information, visit


About Arrowroot Capital 

Arrowroot Capital is a global growth equity firm based in Santa Monica, CA, focused on minority, majority, and buyout investments in B2B software companies. The firm serves as a catalyst for growth-related initiatives by partnering with management and leveraging its deep enterprise software expertise to deliver meaningful, tangible value. Arrowroot targets initial equity investments in the range of $5 million to $25 million and has the flexibility to pursue larger opportunities as well as a broad range of transaction types. Arrowroot also targets add-on acquisitions for its portfolio companies with a wider range of size and general criteria. Learn more at


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For more information, or to arrange interviews, please contact BENCH PR’s Jocelyn Hunter on 0404 194 459 or Kathryn Van Kuyk on 0414 726 958.

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