Key Takeaways:Neato's institutional investment fuels expansion beyond Amazon global marketplaces.The raise comes amid a wave of institutional investment flowing into the commerce enablement sector.Neato manages a portfolio of large CPG brands across pet, hard goods, grocery, beauty, supplements, and personal care.The 2P e-commerce accelerator raised $25 million in growth capital to expand its online retail partnership model.WHO: Neato is a 2P e-commerce operator built to remove complexity and bring certainty to online growth. Founded in 2018, Neato pioneered second-party commerce, starting in 2020. Neato buys inventory directly from brands and manages the full lifecycle of selling it online, from listings and creative to advertising, logistics, and reporting. Unlike agencies, Neato does not sell stand-alone services; its model is predicated on purchasing product and owning execution.WHY: The investment will support the launch of two new operations centers in Las Vegas and Chicago with integrated e-commerce prep capabilities, expand their AI agent stack, and accelerate Neato’s expansion beyond Amazon. IN THEIR OWN WORDS: Anthony Connelly, Neato founder and CEO, said, “Most brands at our scale have two bad options—hand your business to a massive operator where you’re one of hundreds, or try to figure out Amazon yourself with a patchwork of internal hires, agencies and consultants. We built a third option. We buy the inventory, manage everything from advertising to logistics to brand protection, and run a portfolio where every brand gets a team that wakes up thinking about their business every day.