Singapore-based AI commerce firm Graas has announced its acquisition of product data platform Trustana, also headquartered in Singapore. The strategic move is supported by a newly closed US$17 million Series B funding round led by LemmaTree, an investment firm founded by Temasek. This dual announcement signals a significant step towards integrating advanced AI capabilities to revolutionize the retail and e-commerce landscape.
Strategic Acquisition and Funding Details
The acquisition brings together two key players in the commerce technology space, with Graas specializing in AI tools and Trustana focusing on automating product information enrichment. Founded in 2022, Graas leverages over $1 billion in live commerce data to power its platform. Trustana, established in 2020, provides structured product data for major retailers and distributors.
The US$17 million funding round was spearheaded by LemmaTree, highlighting strong investor confidence in the combined entity's vision. The round also saw participation from prominent investors including Integra Partners, Tin Men Capital, The Xander Group, IncredWealth, and Orzon. This capital injection will fuel the integration process and accelerate the development of new AI-driven solutions for the market.
Enhancing Commerce with AI Integration
A core element of this deal is the integration of Trustana’s product-data enrichment capabilities into Graas's proprietary Commerce Knowledge Graph. This database serves as the foundation for the AI agents that Graas deploys for its enterprise retail clients. The synergy creates a comprehensive data ecosystem that combines rich product details with extensive customer and inventory information.
According to Prem Bhatia, co-founder and CEO of Graas, this unified data system will empower AI agents to drive sales more effectively across both e-commerce and traditional trade. By understanding the full commerce context, these agents can deliver highly personalized recommendations and sales interactions. This capability extends across multiple channels, including text, voice, and emerging vision-based platforms.
Market Expansion and Client Growth
This acquisition significantly expands Graas’s customer portfolio and market presence, adding prominent Trustana clients like David Jones, Chemist Warehouse, and Toys”R”Us. These new partners join Graas's existing roster of global brands, which includes industry leaders such as Unilever, Puma, and Schneider Electric. The combined client base represents a powerful network of retailers and brands poised to leverage the new AI platform.
Geographically, the deal strengthens Graas's footprint across several high-growth regions, reinforcing its presence in Australia, Southeast Asia, and the Gulf. This expanded reach allows the company to offer its enhanced AI solutions to a wider array of businesses in diverse markets. It positions Graas as a key technology partner for retailers looking to scale their operations internationally.
Leadership Perspectives on the Merger
Industry leaders have expressed optimism about the merger's potential to reshape retail technology. Rebecca Xing, CEO of Trustana, noted that the combination offers a clear path to accelerate growth and deliver enhanced value to their global customers. Echoing this sentiment, LemmaTree CEO Glenn Gore stated that the unified platform is uniquely positioned to help retailers effectively harness the power of agentic AI.
The acquisition of Trustana, coupled with a substantial Series B funding round, marks a pivotal moment for Graas and the broader AI commerce industry. By creating a single, powerful platform that unifies product and customer data, the company is set to deliver a new generation of intelligent retail solutions. This strategic consolidation positions Graas to lead the charge in transforming how brands and retailers engage with consumers in an increasingly digital world.