Carted

Shut Down

Universal commerce API

API infrastructure that turns any online content into a shoppable checkout experience.

Founded April 2021Sydney, Australia10-20 people~$13M AUD raisedFeatured at Seed

E CommerceApiCommerceSocial CommerceWishlistDeveloper Tools

About

Carted built a universal commerce API that enabled developers and content creators to embed direct checkout experiences for any product from any merchant into any online content — social media, blogs, videos, and more. Founded by Holly Cardew (who previously built Pixc, a Shopify image-editing app serving 25,000+ merchants) and Mike Angell (ex-Shopify engineer and former COO at Culture Kings), the pair originally created Vop, a social commerce tool for shoppable TikTok videos, before pivoting to the broader Carted API platform. The startup raised a landmark AU$13M seed round in 2021 led by Blackbird Ventures — one of the largest seed rounds in Australian history — with backing from Grok Ventures, Lightspeed, Tidal Ventures, and Streamlined Ventures. Carted later launched a consumer wishlist app in 2024 that let shoppers save products from any online store and get restock/sale alerts. However, as the e-commerce landscape shifted toward AI-driven agentic commerce, the company wound down operations in October 2025.

DailyDropout Take

Carted caught our eye with its ambitious vision to turn any piece of online content into a shoppable storefront via a universal commerce API. Holly Cardew's deep Shopify ecosystem experience and one of Australia's largest-ever seed rounds signaled strong conviction — but the rapid shift to AI-powered shopping experiences ultimately outpaced the platform's core value proposition.

Discovery signal: Record Australian seed round from Blackbird, founder with proven Shopify ecosystem track record (Pixc), unique API-first approach to social commerce

What Makes Them Unique

Carted offered a universal commerce API with zero-touch integrations for all merchants and products, enabling direct checkout from any content surface without redirects — turning content creators into merchants and content platforms into marketplaces.

$13M AUD

Seed Round

Shut down Oct 2025

Status

Target Markets

Content CreatorsSocial Media PlatformsE-commerce MerchantsPublishers

Founders

Holly Cardew

Co-Founder & CEO

Serial entrepreneur who previously founded Pixc, an image-editing SaaS for e-commerce that processed over 1 million photos and served 25,000+ Shopify merchants.