Shop Circle has been set up to acquire e-commerce businesses with profitable and sustainable growth trends and help them with their next phase of growth. They primarily target third-party players supporting merchants operating in the Shopify space.

The company has now grown to a team of 50+ people across 19 countries and is advised by the likes of Daniel Sim (founder and CEO of two Shopify apps successfully sold to SureSwift Capital).

In June 2021, Avonmore invested in Shop Circle’s $1.5m pre-seed round and the company has since gone on to raise a total of $185M in debt and equity funding, the most recent funding round being annouced in September 2023. Funds have been raised from a variety of US and European investors, including QED, NfX and Founders Factory.