The investment comes from a Swedish business angel who currently wishes to remain anonymous. Marie Bjerkevall Lundin explains that this is a strategic decision to prevent the market from drawing hasty conclusions about the company's valuation based on who is behind the capital.
In this early stage, we want to avoid the company being directly linked to a specific valuation simply based on who the investor is and the amount – especially since the next step is to bring in additional capital. For the investor, it’s about being able to evaluate the commitment without external attention. But I'm excited to share more later on," she tells Ehandel.se and continues:
Something I'm happy to share now is that it's a business angel with a long and solid background in information technology, business development and sales, both nationally and internationally, with experience as CEO, Vice President and other leading roles, as well as board positions in several companies.
The new shareholder also has a broad network and is active in both Swedish and foreign companies.
He actively invests in both Swedish and international companies and has a network that opens doors we would otherwise have had to knock on for a very long time, haha! What makes me incredibly happy is that he is willing to be hands-on when we want that help, but at the same time trusts us and our roadmap fully – and lets us run our race. We are so grateful that he is joining our journey!
Regarding the exact amount of capital, the company chooses to keep the figures to themselves, but confirms that the injection is crucial for the next phase of the company's development.
We are not releasing the exact amount at this time. What I can say is that it is a small but crucial sum for the company. It gives us the opportunity to build on the platform we already have and actually launch a well-functioning product. It is the type of capital that, used correctly, can lay the foundation for something much bigger in the long run.
Focus on the product and user experience
With funding secured, all resources are now being directed towards developing the product from its current beta version. The company wants to refine the visual aspects and make the experience more consistent for consumers.
We are focusing 110 percent on sharpening design, user interface, user experience and our core – saving and organizing products from any site," says Marie Bjerkevall Lundin and continues:
We are also placing great emphasis on the mobile experience: saving your favorites should feel just as seamless whether you are browsing on a computer, tablet or mobile phone. Even though Onebasket currently exists in several different formats – web app, web platform, browser extension – it’s always the same login and the same experience across all devices.
According to the company, the transitions between the different systems should be invisible to the user.
The user should never notice that they are moving between different types of infrastructure, because for the user Onebasket is always Onebasket. We are the ones building the platform that sees several different technical layers merge into a single experience, depending on where and how the user uses the product.
Data on purchase intentions attracts e-commerce companies
A central part of the business model is to collect data on customer behavior even before a purchase is made, which will then be offered to connected e-commerce companies.
E-commerce companies, or all types of businesses, are struggling with marketing becoming more expensive and less effective. And that sucks! Often you shoot wide and hope the right person is reached at the right time, even targeted marketing is difficult because the timing is crucial. Onebasket turns the tables, that's where our purchase intelligence comes in," says Marie Bjerkevall Lundin.
By following users' activity across different stores, data is collected on their purchase intentions and preferences.
We collect signals about what the consumer has actually saved, compared, is considering buying – and buys – across categories and sites. Now it becomes really exciting and useful for e-commerce companies and brands: Onebasket collects completely different insights than traditional advertising or previous purchase history, because we capture intention before the purchase happens – not just afterwards.
Marie takes handling of abandoned shopping carts as a prime example of how players in the B2B link can benefit from the platform.
A concrete example is abandoned shopping carts. It is of course in the e-commerce company's interest for the consumer to shop directly – but the reality is that shoppers often save, compare or wait before deciding. Often it is also the case that the consumer completes their shopping between different e-commerce companies.
If e-commerce companies know what types of preferences and categories that "abandoned shopping cart person" actually saves or buys via Onebasket – price, model, color, shipping cost, delivery time, you name it – they get valuable insights rather than just a lost conversion.
In addition to developing its own platform, the company is closely monitoring how new AI tools are redrawing the map for digital marketing. A current example is that ChatGPT is now rolling out advertising in the Swedish market, which according to the CEO may eventually lead to even better data for their own system.
In theory, advertising should be very targeted on ChatGPT because we tend to write more detailed questions there than in a regular Google search, but it depends entirely on how GPT's advertising model works and what actually determines who is exposed," says Marie Bjerkevall Lundin and continues:
In any case, the more targeted visibility e-commerce companies get on more platforms, the more products shoppers will save in Onebasket and also buy directly, of course. Which in turn provides even more insights to our local AI. And that benefits both Onebasket's users and future partners, such as e-commerce companies and brands.
Dialogues with retailers and launch
When asked which e-commerce companies they are currently negotiating with, the CEO chooses to keep her cards close to her chest.
Since no agreement has been signed yet, I don't want to release names at this stage – both out of respect for the ongoing dialogues and because we prefer to present partnerships when they are finalized rather than during negotiations. But interest from the industry has been clear, and I look forward to being able to share more shortly.
The beta version of the platform is running, but according to the founder, some work remains before they are ready for launch. The new capital is intended to bridge the gap between the current status and the envisioned final product.
We have received good feedback so far, while being honest that the platform is currently a bit far from where we want it to be. That's precisely why the capital is so important – it allows us to go from "promising beta" to a product that is beautiful, fast and smart, much closer to our vision.
The expectation is that the first partnerships will be in place in a little more than half a year.
Right now, the focus is product, product and product, because we want – and need – to build a stronger user base, which only happens if the product delivers. If all goes according to plan, we expect to start connecting our first partners during the first half of 2027.
From frustration to investment
The journey here has been anything but straightforward. The idea for the platform was born out of a personal frustration with how difficult it was to keep track of potential purchases across the web.
E-commerce works brilliantly – just not together. Onebasket was born out of my frustration at not being able to collect everything in one place, and out of a conviction that better decisions start with clarity," she says and continues:
I constantly found products I liked, but they always ended up scattered among tabs, apps, bookmarks and screenshots. I wanted a single place where ideas, products and purchase intentions could be gathered.
The idea of a universal shopping cart has been around for a long time, but it has taken time to refine and develop the concept.
I've been pondering this idea for a long time – and put it down several times before I even started seriously, haha! I've done a lot of research both on shopping behavior and how the e-commerce industry works in general.
Marie Bjerkevall Lundin clearly emphasizes that the company does not want to compete with existing stores. Their role is to complement the ecosystem.
Not to replace e-commerce sites," she points out.
Onebasket is not intended to replace the e-commerce sites that customers already love, but to connect them. We want to give consumers a calmer and more thoughtful way to explore products and decide when it's the right time to buy. With this investment, we can build the technology needed to make that experience a reality.
Her own background in marketing and communications has also been an important piece of the puzzle in developing the service.
I have personally worked in retail and logistics for many years, so I bring some insights from that side as well. But what really shaped Onebasket is my own shopping experiences, together with those of my loved ones – all of that boils down to what Onebasket is.
She also has connections to one of the country's most well-known logistics companies.
To be transparent, I just want to say that I freelanced as a copywriter at PostNord's marketing department a few years ago – incredibly fun, by the way. Over the years, I have worked as a copywriter, editor and advertiser – internally in marketing teams, on the agency side and as a freelancer – and the common thread has always been retail, mostly e-commerce, and some logistics. It's simply an industry I'm passionate about, so it's a dream that Onebasket is now part of it.
But the search for venture capital was a trial that required perseverance, where each meeting served as a lesson learned along the way.
Then I must admit that all the meetings with investors along the way – their questions, input and perspectives – have helped to polish both the business idea and the product. So even those pitches that didn't lead to capital have led to something valuable, and finally to our first investment.
She openly describes how the many rejections affected her, and the contrast when the turning point finally came.
Haha, so all the times I've cried on the phone to my husband and said 'no, there was no investment this time either' are forgotten, almost, after I cried on the phone and finally got to say that 'I got the investment'...
Industry profiles join the board
To guide the company's continued strategy, they have assembled an advisory board with several established names.
Something I am really proud of is that we have already built a strong advisory board around Onebasket – including Niclas Albäck, CEO of Ehandel.se and Anna Forsberg, brand manager at PostNord. Ehandel.se is strategically obvious, but having PostNord involved so early on is great for us," says Marie Bjerkevall Lundin.
In addition, fintech entrepreneur Johan Lundin, with 15 years of experience from the international financial technology market, has taken a seat in the advisory group.
Transparency: Ehandel.se's CEO, Niclas Albäck, sits on Onebasket's advisory board.