Welcome to the Herd, Pack Digital

Aubrie Pagano
Alpaca VC
Published in
3 min readMar 23, 2022

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Our latest investment in headless front-end solution, Pack Digital

Elevator Pitch:

The global e-commerce ecosystem has both broadened and deepened, and is now a $5 trillion market. On Shopify alone, there are 1.75 million merchants; innovation has made it so that anyone with an idea and a brand can spin up an e-commerce shop in a matter of minutes. The ease and saturation of e-commerce also means the competition is steep, and every bit of a performant technology stack matters toward brand engagement, click-through, conversion and retention. The “headless” movement — largely a misnomer as it’s really the unbundling of the e-commerce stack — has gained momentum over the last few years as the most performant solution for best-in-breed e-commerce companies.

Here at Alpaca, we believe that headless should not just be relegated to enterprises doing hundreds of millions in transactions. Rather, we believe the unbundling of monolithic web stacks will continue and that the platforms who can capture young but growing brands (brands doing $5–50M GMV) who are already hitting roadblocks on sites like Shopify, Magento, Big Commerce and Woo, will drive tremendous adoption and value in the market.

Essentially, we’ve found the winner to lead the transition off Shopify’s front end. Pack Digital is a flexible, low-code platform that works with D2C brands to build headless, PWA storefronts and supporting integrations. And it’s being built by a rockstar technical team of industry veterans.

Founder Market Fit:

Pack Digital is led by three, highly qualified operators who were executives together previously at BVA, the largest Shopify agency: Cory Cummings, Andrew Pizula, and Tyler Shambora. Cory was VP of Tech and had a team of thirty people; Tyler was a Director of Technology; and Andrew was Director of Ecommerce Solutions. The guys met while at BVA, thinking about how to develop better Shopify storefronts for some of the biggest direct-to-consumer brands on the market, including Kylie Cosmetics, Rebecca Minkoff, Untuckit, MVMT Watches, Red Bull, and Procter & Gamble. It…

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Aubrie Pagano
Alpaca VC

Thinking about the future of commerce. General Partner @alpacavc, Co-founder @bowanddrape, BK based