# The Agentic Commerce Optimization platform that helps brands and retailers compete and win on AI shopping engines

We exist to help brands, retailers, and agencies operate product catalogs in a world where AI shopping agents increasingly decide what gets discovered, recommended, and purchased.

## What we do

ReFiBuy provides continuous, SKU-level optimization for modern commerce, serving as a comprehensive **Agentic Commerce Optimization (ACO)** solution.

Our platform monitors how products appear across AI-driven shopping and discovery environments, automatically identifying data breakdowns to enrich and distribute updates across the systems that influence visibility.

As commerce shifts from static search to dynamic, agent-led interactions, ReFiBuy operates where traditional feeds fall short—ensuring brands and retailers compete and win on the engines that drive modern conversion.

## Why this matters now

Commerce infrastructure was built for people typing keywords, not AI shopping agents interpreting intent.

As generative engines and autonomous agents take on a larger role in discovery and purchasing, product visibility depends less on pages and more on whether product data is complete, structured, and intelligible to machines.

This shift is already underway.

ReFiBuy exists to help commerce teams keep pace without rebuilding their entire stack.

## Why ReFiBuy was built

ReFiBuy was founded around a simple observation: the tools that power ecommerce today were never designed for agentic systems.

As AI began to move from answering questions to making decisions, it became clear that product data needed to behave more like living infrastructure than static content.

ReFiBuy was designed from the ground up as a closed-loop, AI-native platform to meet that requirement.

## Who we work with

ReFiBuy works with commerce organizations that manage complex, fast-changing product catalogs, including:

#### Brands

Consumer brands selling direct and through retail partners

#### Retailers

Retailers and marketplaces aggregating products from many sources

#### Agencies

Agencies and solution providers operating commerce programs at scale

## Meet our leadership team

### Scot Wingo

Co-founder

CEO

Scot is a serial entrepreneur with deep eCommerce experience, founding four startups, including ChannelAdvisor (IPO 2013) and AuctionRover.com, while successfully exiting three.

[LinkedIn profile](https://www.linkedin.com/in/thescotwingo/)

### Cameron Bowe

Co-founder

CTO

Cameron is an NCSU alumni and veteran technologist with 18 years of eCommerce experience at ChannelAdvisor and Rithum.

[LinkedIn profile](https://www.linkedin.com/in/cameronbowe/)

### James Frawley

Co-founder

CAIO

James is an expert in eCommerce analytics and intelligence, bringing 11 years of experience from ChannelAdvisor and MikMak.

[LinkedIn profile](https://www.linkedin.com/in/james-frawley-88921763/)

### Derek Conlin

Co-founder

COO

Derek is an eCommerce expert with 18 years of experience at ChannelAdvisor, Walmart, and Rithum leading global sales, partnerships, and strategy.

[LinkedIn profile](https://www.linkedin.com/in/derekconlin/)

### Link Walls

CPO

Link is an e-commerce expert and experienced product leader with more than 20 years e-commerce experience at ChannelAdvisor, Rithum and Art.com.

[LinkedIn profile](https://www.linkedin.com/in/linkwalls/)

### Brian Chapman

VP Growth

Brian is a growth leader with 14 years of experience across B2B SaaS and high-growth startups, including Brightly and Spiffy.

[LinkedIn profile](https://www.linkedin.com/in/brianthomaschapman/)

## Learn how ReFiBuy Works

[VIEW OUR PRODUCT](https://refibuy.ai/product)