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The pandemic-induced shift to digital lifestyles and home deliveries led to a significant boost in e-commerce sales, and consequently, an increased demand for warehousing and shipping. While Amazon’s “Fulfilled by Amazon” (FBA) service has seen a boom, it can be an expensive option for businesses operating on platforms like eBay or Shopify.

  • Market Entry: In the UK, Huboo emerged as a rival to FBA. After raising an $81M Series B funding round led by U.S.-based Mubadala Capital in 2021, it raised an additional £29M ($36.6M) from existing investors, including Ada Ventures and Maersk. HSBC and Blackrock have also provided unspecified debt investment, bringing its total equity raised to £122M ($154M).
  • Achievements: Huboo’s CEO and co-founder, Martin Bysh, noted that the firm successfully raised the round amidst a challenging macro outlook for e-commerce. Founded by Bysh and CIO Paul Dodd in 2017, Huboo now operates 10 warehouses across Europe and integrates with sales from platforms like TikTok, Amazon, eBay, and Shopify. The Bristol-based company covers the UK, the Netherlands, France, Spain, and Germany.
  • Investor Line-Up: Huboo’s early-stage investors include Stride, Ada Ventures, Hearst, Episode 1, and Maersk Growth.

In a post-pandemic world, the quest to deliver e-commerce fulfillment cost-effectively has become even more crucial. Startups that offer integrated logistics and full-stack software appear to be the most successful, aligning with the consumers’ expectations for on-demand services.

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