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“There is a fundamental shift in the e-commerce market. To date, many over-funded direct-to-consumer companies have focused on acquisition-heavy growth strategies and paid media to grow their brands,” said Gary Vaynerchuk, Chairman of VaynerX. “VaynerCommerce brings a new and different offering to the marketplace, focused on growth through the lens of customer lifetime value. By integrating the entire funnel across creative, media, technology and life cycle marketing, we are able to deliver an outcomes-focused approach for our clients. My background is in e-commerce, having started The Wine Library — one of the first e-commerce wine websites — in 1996. I am therefore super excited to launch this company and feel that now is the right time to do it.”

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The team of more than 40 people will be based in Los Angeles and led by former Lucid Fusion executives Zubin Mowlavi as President and Ben Fried as Chief Technology Officer, in addition to VaynerX employee Robbie Deeks as Chief Commercial Officer.

“We are thrilled to be a part of VaynerX. The organization Gary has built centers on a culture focused on delivering tangible value to brands. It is nothing short of brilliant,” said Mowlavi. “Lucid Fusion’s goal has always been to help brands achieve sustainable growth through our technology solutions. Now, at VaynerCommerce, we can deliver on this mandate across media, creative, technology and data science.”

Deeks added, “I began my career at Shopify, and since leaving there two years ago, I’ve been quietly building Vayner’s e-commerce capabilities. So, to bring VaynerCommerce to market with an offering that will help brands chart new paths in e-commerce is both incredibly exciting and what the market needs in this ever-changing landscape.”

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