Decide.com Raises Funding for Stealthy E-Commerce Company

Seattle-based Decide.com isn’t saying what it’s doing, but has raised $6 million in a second round led by some e-commerce legends.

The funding was led by a Seattle contingent including Maveron, which was started by Starbucks’ Howard Schultz, and Madrona Venture Group, which was founded by one of the original investors in Amazon.

In total, the company has raised $8.5 million.

In a blog post, the company’s CEO, Mike Fridgen, did not elaborate on what the company was working on, but said it is offering “early adopters and consumer electronics geeks a chance to preview the site just before it goes live late spring.” To qualify, you must “like” Decide’s Facebook fan page and share a pic of your favorite old-school device.

In an interview with GeekWire, Fridgen shared no details, but said it is the company’s goal to help with the decision process around buying a new product: “At the moment of purchase, there are some real pain points around buyer’s remorse that we will be addressing with data and technology,” he said.

The company’s tagline: “Bringing unprecedented transparency to electronics shopping.”

A number of angels also participated in the round. Dan Levitan of Maveron and Hugh Crean, former CEO of Farecast, will join the board. Ram Shriram, Google’s founding board member and early investor, and Erik Blachford of Expedia will join the company’s advisory board. The company was co-founded by Oren Etzioni, who founded Farecast before selling it to Microsoft.


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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work