Fluent Commerce raises AUD $46m to fuel AI expansion

Fluent Commerce has secured AUD $46 million in new funding from Bain Capital as the Sydney-based order management software provider ramps up international expansion and product development.

The investment provides additional capital for the company's next phase of growth. Fluent Commerce expects the funding to support further development of artificial intelligence features, broaden customer acquisition, and continue expansion in overseas markets.

Growth funding

Fluent Commerce sells order management systems used by retailers and brands to manage inventory and fulfilment across stores, warehouses, and other locations. The company positions its software around real-time inventory availability and orchestration of orders across multiple channels.

Chief Executive Graham Jackson linked the funding to the company's product direction and international plans.

"At Fluent Commerce, our goal is to serve our customers with real-time data to enable them to remove profit leaks and to grow. Whether it's into a new market or launching a new brand or experience, we provide the decision-making engine for AI-ready commerce operations. This investment from Bain Capital enables us to supercharge our international growth and become the AI powerhouse for global brands," said Graham Jackson, CEO, Fluent Commerce.

Fluent Commerce counts a number of large retail and luxury groups among its customers, including Prada Group, L'Oreal, Kingfisher, LVMH, and JD Sports. It also lists ALDO Group and Dulux among organisations using its products.

Fluent Connect

The funding follows a product launch earlier this year. In January, Fluent Commerce introduced Fluent Connect, an AI-powered integration platform.

Fluent Connect links Fluent Order Management with third-party systems used in retail operations, including payment gateways, carriers, and point-of-sale systems. Fluent Commerce says the product reduces integration times to hours rather than weeks.

The platform is part of the company's broader focus on inventory availability data and distributed order management. Fluent Order Management includes real-time inventory views across locations, order orchestration, and fulfilment optimisation. It also covers fulfilment location management, in-store pick-and-pack, customer service features, reporting, and analytics.

Bain Capital made the investment through its technology investing arm. The private capital firm says it has more than USD $215 billion in assets under management.

Investor view

Bain Capital partner Paul Kennedy said the firm sees Fluent Commerce as well placed for international growth, citing its product and customer base.

"We are excited to partner with Fluent Commerce as it accelerates its global expansion. Fluent has built a best-in-class Order Management platform guided by a proven management team, a focused customer-first strategy, and technology leadership that has earned the trust of leading global brands. Bain Capital's conviction in Fluent is grounded in our global technology investing experience, which we will continue to apply as we support the company's ongoing growth," said Paul Kennedy, Partner, Bain Capital.

The deal was advised by Neu Capital, an independent debt advisory firm. Managing Director Cyrus Church described Fluent Commerce as an Australian success story and said Neu Capital had arranged the capital for the company's next stage of global expansion.

"Fluent Commerce is a fantastic Australian success story. It's been a pleasure arranging this capital as they continue to expand worldwide," said Cyrus Church, Managing Director, Neu Capital.

Fluent Commerce expects to use the funding across several areas, including further investment in its "AI with ROI" work, additional customer acquisition, the rollout of Fluent Connect, and continued expansion in key international markets.