<article>Cloud-based order management software provider Fluent Commerce has bagged A$33 million ($22.3 million) in a Series B funding round led by American growth equity firm Arrowroot Capital, according to an announcement.</article>

Cloud-based order management software provider Fluent Commerce has bagged A$33 million ($22.3 million) in a Series B funding round led by American growth equity firm Arrowroot Capital, according to an announcement.
Fluent Commerce said it will use the investment to drive sales and marketing, accelerate product development and continue its global expansion.
“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,” said the company’s CEO Graham Jackson.
In 2017, the company had raised an A$6.5-million Series A round from Blue Sky Ventures, Singapore-based <a href="https://www.dealstreetasia.com/tag/qualgro/">Qualgro </a>and former Hybris Software chief executive Ariel Luedi, according to the Australian Financial Review.
Providing customisable cloud order management to omnichannel merchants, Fluent Commerce claims its service is used by clients in Australia, Europe and North America including Woolworths, Target, JD Sports, Conbipel, Etro, El Palacio de Hierro and Pokemon.
The B2B software company revealed that Arrowroot Capital’s vice president Matt Klein and its partner Clem O’Donnell will be joining its board.
“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 result in an improved customer experience,” Matthew Safaii, Arrowroot Capital’s founder and managing partner, said.
With a focus on B2B software, Arrowroot Capital invests globally and specializes in both minority, majority and buyout investments. The firm targets initial equity financing in the range of $5-25 million and is open to 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, it added. Such deals include MemberSuite’s recent acquisition of event engagement software company Event Farm. Arrowroot has also invested in another Aussie software firm, <a href="https://www.dealstreetasia.com/stories/hammertech-arrowroot-capital-128668/">HammerTech</a>.

Fluent Commerce said it will use the investment to drive sales and marketing, accelerate product development and continue its global expansion.

Australian B2B software firm Fluent Commerce lands $22.3m Series B funding

Bring stories like this into your inbox every day.

Sign up for our newsletter - The Daily Brief

Australian B2B software firm Fluent Commerce lands $22.3m Series B funding

Start your deal-making journey now!

Bring stories like this into your inbox every day.

Sign up for our newsletter - The Daily Brief