Neato is a 2P eCommerce operator founded in 2018 that pioneered second-party commerce beginning in 2020. The company buys inventory directly from brands and manages the full lifecycle of selling it online, including listings, creative, advertising, logistics, brand protection, and reporting. Neato serves large CPG brands across categories such as pet, hard goods, grocery, beauty, supplements, and personal care, and focuses on upper-middle-market to pre-enterprise brands. Its business model does not offer standalone services; instead Neato purchases product and owns execution for its brand partners. With the new funding, Neato plans to open operations centers in Las Vegas and Chicago and expand its AI agent stack to support growth beyond Amazon into other marketplaces. The company emphasizes aligning its economics with brand success by operating as the exclusive online retailer for partner brands.

Total raised

$25M

Funding rounds

1

Latest round

Equity

Latest activity

Apr 2026