The company says it will use the funds to continue developing its “headless” e-commerce technology, which relies extensively on APIs to build customized B2B and B2C websites.

Among an increasing number of vendors pushing “headless” e-commerce technology, Elastic Path yesterday received $43 million from investors that see a future in going headless.

We are convinced that Elastic Path has the technology for the future in a rapidly evolving market.
Ned Gilhuly, managing partner
Sageview Capital

Elastic Path is among an increasing number of e-commerce technology platforms—including Four51, Alma Commerce and Magento—that are using a “headless” method of using APIs extensively to connect applications and modify website content and features. APIs, or application programming interfaces, are sets of software instructions for integrating disparate technology applications.

“We are convinced that Elastic Path has the technology for the future in a rapidly evolving market,” says Ned Gilhuly, managing partner of Sageview Capital, one of Elastic Path’s primary financial backers. “We look forward to providing the company with both the financial and operational resources it needs to continue disrupting the marketplace.”

The headless term refers to the fact that these platforms use APIs to operate their customer-facing features like product displays and site search separately from their back-end infrastructure including content management systems. Under a headless, API-driven system, technology experts say, an e-commerce site developer can modify the customer-facing content without having to simultaneously modify the back-end content management system. This can be particularly useful on B2B websites, many of which have long operated only with content and are just beginning to add e-commerce features.

“We are convinced that Elastic Path has the technology for the future in a rapidly evolving market,” says Ned Gilhuly, managing partner of Sageview Capital, one of Elastic Path’s primary financial backers. “We look forward to providing the company with both the financial and operational resources it needs to continue disrupting the marketplace.”

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Elastic Path, based in Vancouver, Canada, says it recently added to its client base Switzerland-based telecommunications company Swisscom and France-based electronics product supplier Boulanger.

Elastic Path has now raised a total of $63 million. Other backers include Yaletown Partners and BDC Venture Capital.

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