Disco
6 known investors
Disco, formerly Co-op Commerce, runs a shared network that lets direct-to-consumer brands cut customer acquisition costs together.
Also known as Co-op Commerce
Founders & leadership
Investors · 6
Also in the syndicate · 1
Company profile
researched Aug 2026Disco is a customer-acquisition company for e-commerce brands, formerly operating under the name Co-op Commerce. Its platform connects independent direct-to-consumer brands into a shared network through which they collaborate on partnerships, data and merchandising, with the aim of reducing dependence on large advertising platforms for acquiring new customers. Founder and CEO Conner Sherline has framed the thesis as collective buying power: when brands pool their reach and consumer data, they can surface relevant products to shoppers across the network and lower acquisition costs for all participants.
The platform streamlines collaboration, tracking and marketplace data so member brands can make decisions about marketing and merchandising. Because Disco works directly with brands and holds larger sets of first-party consumer data, the company has positioned this as a way to close the attribution loop without third-party cookies, in response to changes such as Apple's iOS privacy updates and reduced effectiveness of social advertising channels.
Founding story
The company was founded by Conner Sherline, who serves as CEO, originally under the name Co-op Commerce. Sherline had considered the Disco name before the earlier branding; leadership adopted it because the business was not structured as a co-op and the name better reflected the company's focus on discovery for both consumers and merchants.
Business model
Disco operates a brand network that member direct-to-consumer companies join to cross-acquire customers, sharing partnership, tracking and marketplace data. The company reported that average contract value and revenue per customer are relatively high because the service reduces acquisition costs that otherwise consume a large share of a brand's revenue.
Traction
In its first year of business Disco reported more than $1 billion of transactions across its brand network and over 40 million shoppers, with participating brands seeing acquisition costs 30% to 50% lower than on platforms such as Facebook and Instagram. Revenue grew tenfold during 2021, the company's first full year of operation. Roughly 500 brands were in the ecosystem as of an August 2021 funding round.
Latest developments
In March 2022 Disco announced a $20 million Series A led by Felicis Ventures, with Shopify, Sugar Capital, Bessemer Venture Partners, Indicator Ventures, RiverPark Ventures, Vibe Capital, Not Boring Fund and DTC founders and operators participating, bringing total funding to $26 million. The round was described as preempted, and the company planned to grow headcount from 27 to 75 by the end of that year.
▸Full profile — market position, technology, go-to-market, risks & controversies
Market position
Disco competes in the customer-acquisition tooling space alongside startups such as Flip, Bloomreach and Varos. Investor Niki Pezeshki of Felicis characterized the opportunity as addressing acquisition for DTC brands, an area Shopify does not focus on and which is otherwise left to social media and search engines.
Technology
The platform aggregates consumer data across participating merchants to support cross-brand discovery, tracking and merchandising decisions. Management has stated that direct brand relationships and aggregated consumer data allow attribution without third-party cookies.
Go-to-market
Disco works directly with DTC brands that join its network. Following its Series A, the company said it would test additional business-to-business marketing and build out its own marketing funnel for lead generation, alongside expanding the team.
Independent and larger direct-to-consumer e-commerce brands. Named customers include The Honest Company, Parade, Lovevery, Made In, Girlfriend Collective, Faherty, Lunya, Rhone, Caraway and Milk Bar.
Risks & controversies
Coverage notes the broader industry context of a cookie-less future and platform changes such as iOS 15 that have hampered digital marketing effectiveness, which Disco cites as both a risk to brands and the basis for its own opportunity. No company-specific controversies appear in the available sources.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsDisco announced a $20 million Series A round led by Felicis Ventures with participation from Shopify, Sugar Capital, Bessemer Venture Partners, Indicator Ventures, RiverPark Ventures, Vibe Capital, Not Boring Fund and a group of DTC founders and operators, bringing total raised to $26 million. Proceeds were earmarked for team growth, B2B marketing tests and lead generation.
$20M source ↗
The company, formerly known as Co-op Commerce, changed its name to Disco; founder and CEO Conner Sherline said the leadership team chose the name because the business was not a co-op and the new name reflected its focus on consumer and merchant 'discovery'.
Disco (then covered under a prior round) raised $5.8 million; at that time roughly 500 brands were part of its ecosystem.
$5.8M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- DISCO Networkdisconetwork.org · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Disco do?
- Disco, formerly Co-op Commerce, runs a shared network that lets direct-to-consumer brands cut customer acquisition costs together.
- Who are Disco's investors?
- Disco's investors include Felicis Ventures, Ground Up Ventures, SuperAngel.Fund, Indicator Ventures, Sugar Capital.