Bonsai Raises $21 Million to Scale Embedded Commerce for Publishers and Retailers

North America’s leading embedded commerce solution, has raised a $21 million CAD Series A led by Toronto-based Framework Venture Partners. Bonsai’s vision is to enable checkout across the internet by allowing publishers and retailers to sell to consumers at the point of discovery, enabling a frictionless buying experience for online shoppers.

The solution allows publishers to convert affiliate links into an on-site cart and checkout flow, rewarding their creation of buyer intent by retaining higher margins compared to incumbent affiliate networks, owning the buyer experience throughout, and capturing valuable first-party data. For online retailers, Bonsai provides an alternative, performance-based customer acquisition channel to Facebook and Google.

After first launching in January 2021, Bonsai’s embedded commerce solution has already been adopted by media conglomerates such as BuzzFeed and Vox Media Group, and highly influential digital publishers like Well+Good, Refinery29 and PureWow.

Bonsai has integrations to over 350+ retailers and brands, a…