Commerce technology firm Powered by People has secured new funding led by the BESTSELLER Foundation. Joined by existing partners Golden Ventures, Susa Ventures, and Altos Ventures, the investment will fuel infrastructure for independent brands. This initiative aims to help small producers compete effectively in an increasingly AI-driven global marketplace.
Bridging the Gap for Global Artisans
Powered by People empowers a network of over 3,000 businesses, with a strong concentration across Africa. The company helps artisans overcome traditional barriers like limited financing, digital infrastructure, and access to large buyers. This support is crucial for producers in markets like Kenya to reach international customers.
The company's model integrates financial support, digital tools, and market access through its dropship platform. A key initiative is the Jiinue Growth Program in Kenya, implemented with the Mastercard Foundation. This program has enabled local makers to enhance their digital presence and supply products to major retailers.
Adapting for an AI-Powered Future
PBP is strategically expanding its focus to address "agentic commerce," where AI systems influence purchasing decisions. As consumers rely on AI agents to find and buy products, small brands risk becoming invisible. The company is building technology to ensure these independent producers remain discoverable and competitive.
To meet this challenge, PBP developed solutions like CatalogAgent, which uses AI to create professional product catalogs. Its PBP Verified service provides validation on sustainability and quality, building a crucial "trust layer". These tools give retailers, consumers, and AI agents confidence in the products they encounter.
Strategic Investment and Vision
The investment from the BESTSELLER Foundation validates PBP's vision for a more inclusive global market. Tine Henriksen, the foundation's managing director, noted the platform helps producers participate in an AI-driven economy. This partnership aligns with the foundation's goal of expanding economic opportunities for women.
The company's leadership team brings a wealth of relevant experience to this mission. CEO Ella Peinovich previously founded the successful jewelry brand SOKO, while other founders have deep expertise in global sourcing. Their combined knowledge underpins PBP's unique position at the intersection of artisan commerce and technology.
Tangible Impact and Financial Innovation
PBP's impact is evident through its work with partners like Kazuri, a Kenyan jewelry company expanding into Nordstrom. Another example is BeadWORKS, a social enterprise that connects the income of over 1,300 women artisans with conservation. These collaborations demonstrate the model's capacity to drive both economic and social benefits.
A critical component of PBP's support is its innovative financing model addressing cash flow challenges. The company offers purchase-order financing, providing advances to makers upon receiving large orders from buyers. This system empowers artisans to scale production without bearing prohibitive upfront costs.
This latest funding round marks a pivotal moment for Powered by People as it evolves beyond a simple marketplace. The company is building a foundational technology platform to ensure product information is discoverable, understood, and trusted. By doing so, PBP is positioning global artisans to compete fairly in the next era of commerce.