Not only Amazon, independent websites have also been targeted by acquirers!

Following Amazon sellers, brand acquirers have set their sights on independent website sellers.

In the past year, there have been constant reports about Amazon acquirers, which generally acquire small sellers on the Amazon platform and integrate them into a brand and operate them. In the past year, these Amazon acquirers have raised more than $12 billion in financing .

But at the same time, another way of acquiring e-commerce brands is also quietly unfolding.

According to foreign media reports, e-commerce brand acquirer Opontia recently completed a $42 million financing. It is understood that Opontia is headquartered in Dubai and was founded in March 2021, only nine months ago. Unlike the Amazon acquirers we have known before, Opontia pursues an omnichannel model rather than focusing only on the Amazon platform. Like Amazon acquirers, this form of integrating e-commerce independent stations is also popular in Europe and the United States .

Opontia co-founder and CEO Philip Johnston said they focus on different e-commerce platforms, including independent sites, Shopify and social commerce. "Opontia exists because we realize that many e-commerce entrepreneurs have developed their brands to a certain level and need help to take them to the next level," the founder said. "We provide founders with an attractive exit opportunity, and as we scale rapidly, they can also share in the growth of future profits of the brand."

In June 2021, just three months after its establishment, Opontia received $20 million in seed round financing. The company has completed two rounds of financing in just nine months. The acquisition of independent sites is also favored by capital.

Since its inception, the company has acquired four brands and signed contracts with another 15 brands. Opontia said that since August this year, the company's revenue has quadrupled and profits have doubled. The company said it hopes to acquire another 20 brands in six months. Although the company is headquartered in the UAE, Opontia's market has expanded to Europe and will continue to expand to other markets in the future.

Unlike Amazon, independent sites often require a lot of money and effort in the early stages, and the ceiling is also higher. Considering the costs and prospects that have already been invested, if faced with an acquisition invitation, would independent site sellers be willing to accept it?

Independent website

Amazon

Acquisition