Celery

Based in San Francisco, California, Celery is a digital e-commerce platform that enables businesses to accept pre-orders, crowdfund independently, and manage ongoing product sales through embeddable widgets and customizable storefronts. The software provides an alternative to traditional crowdfunding portals by allowing creators to maintain direct control over their campaigns while charging a platform fee of two percent on all processed revenue. Operating with a peak headcount of 11 employees, the system facilitated independent product launches for thousands of hardware manufacturers and brands, serving notable early customers such as Pebble and August. Celery secured $2 million in venture funding from a syndicate of prominent technology investors, including Y Combinator and General Catalyst, before select assets were acquired by Indiegogo in 2016. The technology enterprise was originally founded in 2012 by entrepreneurs Chris Tsai and Peter Shih.

High-Level Overview

Celery is a platform designed primarily for pre-orders and independent crowdfunding, enabling innovative brands—both large and small—to sell products before they are in stock. It provides a seamless way for hardware manufacturers and other product creators to continue accepting orders after initial crowdfunding campaigns end, effectively bridging the gap between crowdfunding and traditional e-commerce. Celery serves businesses looking to validate demand, manage pre-sales, and maintain customer engagement throughout product launch cycles. The platform is known for its easy integration, mobile-friendly interface, and customization options, helping thousands of companies sustain momentum post-crowdfunding[1][2][3].

Origin Story

Founded in 2012 by Chris Tsai (CEO), Brian Nguyen (CPO), and Peter Shih (CTO), Celery emerged from Y Combinator with a mission to help creators sell their ideas better by filling a gap in e-commerce for pre-orders and crowdfunding management. The founders brought expertise from MIT, Stanford, and companies like Groupon and LinkedIn. Early traction included partnerships with notable hardware startups such as Pebble and August Locks, demonstrating the platform’s ability to serve both high-profile and smaller-scale crowdfunded projects. This early success helped Celery raise $2 million in funding to expand its platform capabilities[1][2].

Core Differentiators

• Product Differentiators: Celery offers a versatile pre-order platform that supports custom crowdfunding and e-commerce, with extensive customization for merchants to manage out-of-stock sales and pre-order notifications.
• Developer Experience: Provides an API for advanced users to customize the pre-order widget, enabling seamless integration into existing websites.
• Speed and Ease of Use: Mobile-friendly design ensures high conversion rates by allowing customers to place orders easily from any device.
• Community Ecosystem: Supports a wide range of clients from small startups raising under $100,000 to larger companies with millions in crowdfunding, fostering a diverse user base[2][3][4].

Role in the Broader Tech Landscape

Celery rides the growing trend of “pre-commerce”, where companies leverage pre-orders to validate demand, fund production, and maintain sales momentum beyond initial crowdfunding campaigns. This trend is fueled by the rise of hardware startups and direct-to-consumer brands seeking alternatives to traditional retail and crowdfunding platforms like Kickstarter. The timing is favorable due to increasing consumer comfort with pre-orders and the need for flexible sales tools that integrate easily with existing e-commerce sites. Celery’s platform influences the ecosystem by enabling continuous engagement and revenue generation for product creators, helping them scale more sustainably[2][6].

Quick Take & Future Outlook

Looking ahead, Celery is well-positioned to capitalize on the expanding market for pre-orders and independent crowdfunding as more brands seek control over their sales channels. Trends such as mobile commerce growth, demand for customization, and the blending of crowdfunding with traditional e-commerce will shape its evolution. While currently inactive according to some sources, the platform’s foundational strengths suggest potential for revival or integration into broader e-commerce solutions. Its influence may grow as brands increasingly prioritize direct customer relationships and flexible sales models beyond initial crowdfunding success[1][2][6].

---

*Note:* There is a separate company named Celery focused on AI-driven financial operations automation (seed funding in 2025), which is unrelated to the pre-order platform described here[5]. This response pertains exclusively to the pre-order platform Celery (trycelery.com).