AB Tasty, a startup focused on improving UX on e-commerce sites, travel portals, fashion sites, and more, announces $40M Series C, bringing total raised to $64M
AB Tasty has raised a new $40 million funding round led by Credit Mutuel Innovation with existing investors Korelya Capital, Omnes, Partech and XAnge also participating.
Context & Ripple Effects
AB Tasty's $40M Series C lands mid-2020, when investors are pouring money into software that lifts conversion for online sellers: French peer Ankorstore pulled in a $102M Series B for its B2B shop-owner marketplace, and restaurant checkout startup Sunday went from a $24M seed in April 2021 to a $100M Series A just five months later.
What distinguishes this round is its shape: every named prior backer — Korelya Capital, Omnes, Partech, XAnge — returned alongside new lead Credit Mutuel Innovation, an insider-led vote of confidence in experimentation tooling for e-commerce, travel, and fashion sites. Five years on, the adjacent category has already evolved: Tastewise raised $50M for gen AI that automates sales and marketing for food and beverage companies.
First-order effects
- AB Tasty gains a $40M war chest with full insider participation, letting it scale its UX-testing platform across the e-commerce, travel portal, and fashion customers it already serves.
Second-order effects
- Competing conversion-optimization vendors targeting the same merchant base must match AB Tasty's expanded capacity or cede deals, giving merchants more leverage over testing-platform pricing.
Third-order effects
- If the funding cadence holds — checkout-flow specialist Sunday reaching a nine-figure Series A within months of its seed, Tastewise later pulling $50M for AI-automated marketing — experience optimization hardens into a standard, well-capitalized layer of every commerce stack, with successive generations automating what used to be manual testing.
The trend: Venture capital is systematically funding the conversion-and-experience layer of online commerce, with each wave of tools automating more of the optimization work.