Crafted
Setting the Scene
In today’s retail environment, shoppers often discover products through TikTok, Instagram, and other platforms, but they ultimately complete those purchases in physical stores.
For brands, this creates a blind spot, as marketing teams invest heavily in influencer and paid campaigns without a reliable way to connect online engagement with offline sales.
This week’s company is bridging the gap between social media discovery and in-store purchases, giving brands real-time visibility into what drives sales.
In a Sentence
Crafted incentivizes shoppers to scan receipts, delivering AI-powered attribution that connects social media engagement to in-store purchases.
Incentives: Users earn instant cash back from scanning receipts from in-store purchases.
AI-Powered Attribution: Crafted uses machine learning to match receipts with TikTok views and other social engagement.
Purchases: Real-time feedback helps brands double down on winning campaigns, see when and where customers buy, and understand basket behavior.
Bulleted Version:
- Similar to how Google Analytics tracks online sales, Crafted brings that same visibility offline by showing how TikTok views and social engagement translate into brick-and-mortar sales.
The Basics
- Headquarters: NYC
- Employee Count: 8
- Funding amount: ~$860k
- Business model: B2B SaaS Subscription + Usage-based recurring revenue
- Early traction: $846K ARR (up from $396K in Dec '24). 17% month-over-month growth
Due Diligence
WHAT WE LIKE
Market Opportunity: With 76% of shoppers discovering products on social media, yet 80% of sales still happening in stores, Crafted addresses a $45B attribution gap that brands are desperate to solve.
Behavioral Insight: Crafted not only tracks purchases but also reveals when and where customers shop and what else they buy, giving brands a richer view of consumer behavior than social metrics alone.
Optimization: By combining receipt scanning with AI-driven attribution, Crafted gives marketing teams the clarity to optimize campaigns in real time, turning wasted ad spend into measurable sales growth.
POTENTIAL RISKS
Adoption Hurdles: Brands may hesitate to add another platform into their marketing stack.
Behavior Change: Incentivizing shoppers to upload receipts introduces friction, and shifting consumer behavior at scale is notoriously difficult, even with cash back rewards.
Platform Dependence: Crafted’s model is closely tied to TikTok and major retailers like Walmart; policy changes, data restrictions, or platform shifts could significantly impact growth.
Founder Profile
Todd Baldwin, CEO: Previously built the first influencer platform to programmatically assign rates.
Sarah Nesheim, COO: Previously spent five years in sales at Axiom Law, working with Fortune 500 CPG brands.
Comps
Aisle: Drives in-store purchases through a consumer app, while Crafted uses social-first data on content and engagement to optimize retail conversions.
WeStock: Helps brands prove demand to retailers and secure shelf space, while Crafted connects social engagement to sales to drive ongoing retail performance
Why Crafted
By connecting social media engagement to in-store purchases, Crafted allows marketing teams of all sizes to craft more efficient and targeted campaigns.
