As more consumers turn to AI chatbots like ChatGPT and Gemini to discover and get recommendations for products, ranking at the top of Google is no longer enough for an online shop.
Aarhus-based MarTech startup Serpier helps e-commerce businesses strengthen their visibility across both search engines and large language models. In its first financial year, the platform generated more than €2.5M in revenue and was already profitable.
The ambitions, however, are far bigger, which is why the company has now raised €1.4M from VC fund True Collective and the Export and Investment Fund of Denmark (EIFO). The investment will help expand the product into a single platform where a range of marketing disciplines can be automated through different AI agents.
"We've proven that our platform can create visibility for e-commerce businesses across both Google and AI chatbots like ChatGPT. Now we want to let our own AI agent Navi take on more of the marketing work itself — analysis, content, advertising — so marketing teams can focus on steering the direction instead," says Søren Fuhr, co-founder of Serpier.
From recommendations to execution Serpier's AI agent, Navi, works out for itself what a customer needs to do to become more visible, and then carries out the work — from writing the content to getting it published. Visibility is the first marketing task Serpier has taught an agent to handle end to end.
The next step is to apply the same principle to more of the marketing department's work, so that over time Navi can also build landing pages, run marketing campaigns, and more.
"Within a few years, marketing will be less about doing the work itself and more about deciding what work should be done. When an agent can handle the analysis and the production, the most important human task becomes choosing the direction and making the hard calls. That's the future we're building Navi for," says Søren Fuhr.
Experienced team brings hands-on investors on board Serpier was founded by Steffen Sørensen, Simon Holm, Søren Fuhr and Thomas Grástein, who were all at one point part of the link-building platform Bazoom before it was sold in 2024 for more than €40M.
Serpier was founded in November 2024 and currently employs 19 people, growing to 23 within the next couple of months.
"E-commerce businesses no longer only need to understand how they get found on Google, but also how they get recommended in AI-driven search. The team has already shown that it can build an international business with healthy economics, and we see significant potential in helping them go further," says Stefan Rosenlund, co-founder of True Collective, which invests in agentic B2B software for commerce.