Swap

Swap is a pioneering e-commerce operating system founded in 2022 by Sam Atkinson and Zach Bailet, designed to streamline global operations for direct-to-consumer brands. Based in London with expansion into the U.S. and EU markets, Swap provides an all-in-one platform that integrates logistics, inventory management, and cross-border operations into a single dashboard. The company emerged from the founders' firsthand experience running an e-commerce business sourcing handmade goods from Africa and shipping globally, where they encountered the pain points that Swap now solves.

Swap's innovative platform addresses the complex challenges facing modern e-commerce brands, particularly in cross-border trade, tariff management, and supply chain optimization. The company pioneered an 'Importer of Record' model that simplifies duties, taxes, and cash flow while maintaining merchants' control over their operations. With pre-built integrations for Shopify, Klaviyo, UPS, and FedEx, Swap enables brands to handle delivered duty paid (DDP) shipping, automated tax remittance, and express customs clearance seamlessly.

The platform has gained significant traction with over 500 fashion, eyewear, and lifestyle brands including notable customers like 3.1 Phillip Lim, Sandy Liang, Ed Hardy, Pangaia, The Frankie Shop, and Odd Muse. These brands typically generate annual sales ranging from $20 million to $100 million and rely on Swap to reduce operational costs by up to 30% while improving revenue by 8% through streamlined logistics and AI-driven inventory management.

Swap's rapid growth trajectory is evidenced by its seven-fold revenue increase between March 2024 and March 2025, culminating in a $40 million Series B funding round led by ICONIQ Growth in March 2025. The company is now expanding beyond its initial fashion focus into beauty, home goods, and consumer technology, while extending its geographic reach to Australia and Canada. With the launch of cutting-edge products like Swap Inventory featuring AI-powered demand forecasting and smart restocking recommendations, Swap is positioning itself as the essential operating system for ambitious e-commerce brands navigating an increasingly complex global marketplace.