Early Game Ventures announces the closing of a €1 million seed round in Naratix, a 100% Romanian startup building critical infrastructure for global eCommerce companies. The funding will support the company in accelerating its growth and entering new markets.
Naratix develops a complex system that combines proprietary AI agents with advanced heuristic
algorithms, redefining how digital commerce operates. The platform transforms raw and incomplete
product information from online stores and marketplaces into structured, standardized, enriched
product data at scale, making it relevant for buyers.
Why is this important for global online commerce?
Through Naratix, online merchants eliminate a major growth barrier affecting the entire industry.
Inconsistent or incomplete product data makes products impossible to discover in search engines, AI-driven recommendations, internal search, or store filters, turning entire catalogs into invisible
inventory that generates no revenue.
Taxonomies differ, the same products are described differently from one supplier to another, and
retailers and marketplaces must process hundreds of thousands or even millions of products, each
with its own format and inconsistencies.
Until now, the eCommerce industry could address this issue only through manual work, which is
costly and impossible to scale. Entire teams still copy and paste attributes into PIMs (systems that
centralize product information), clean spreadsheets with hundreds of thousands of rows, and rewrite
titles and descriptions for every product, market, or sales channel.
What does Naratix do to simplify these processes?
The platform covers the entire product data lifecycle, from taxonomy audit and automatic
categorization to attribute enrichment, SEO and GEO content generation that helps products get
discovered both in traditional search engines like Google and in AI assistants such as ChatGPT,
Gemini, or Perplexity, multi-taxonomy mapping, and multi-channel distribution.
“Essentially, Naratix is building the largest structured product database in Europe, with the stated
objective of indexing 1 billion products. This represents a strategic asset that powers not only today’s commerce but also the next generation of AI-assisted shopping,” says Chris Orășanu, CEO and co-founder of Naratix.
“What Stripe built for online payments, Naratix is building for product data in eCommerce: the
infrastructure without which search, recommendations, and conversions cannot operate at their true
potential. I am confident that this team has the experience and maturity to transform how the industry works with product data,” says Dan Călugăreanu, Partner at Early Game Ventures.
Traction
The company is active in over 30 countries across 4 continents and has more than 10 enterprise clients in its portfolio. Native integrations with VTEX, Mirakl, Shopware, and other enterprise eCommerce platforms enable Naratix to serve marketplaces with millions of products, enterprise retailers, and global brands, including meeting increasingly strict EU requirements regarding product data.
The team and objectives
Naratix was founded by four Romanian entrepreneurs. Chris Orășanu, Marius Drenea, Vladin Grebenița, and Cristian Ionuț Avram have built products, opened markets, and closed deals across
three continents, each with a track record that speaks for itself. Together, they bring exactly the
combination of skills needed to build an infrastructure company designed to become a global
standard.
The immediate objective is to consolidate its position in European markets such as France, Germany, Poland, Slovenia, Greece, and Romania, as well as in Southeast Asian countries such as Singapore, Indonesia, and Malaysia. In the medium term, the company aims to expand into the world’s largest markets, including the United States.
“Giants like Amazon have invested heavily to solve the product data problem internally. We have
built the same type of solution for the entire market, addressing the most expensive and most
overlooked problem in eCommerce: data inconsistency. The EGV round allows us to strengthen our
scaling efforts in the United States and to grow in the regions where we are already active,” added
Chris Orășanu.
What’s next?
The funds raised in this round will be fully allocated to accelerating Naratix’s growth. The company
has already announced that it is recruiting specialists with direct experience in global eCommerce
ecosystems to join Naratix in its mission to become the global standard for product data.
“A distinct strategic focus is preparing for the next generation of online commerce. The industry is
rapidly evolving toward AI-agent-mediated shopping models, where traditional online stores and
marketplaces are replaced or complemented by conversational interfaces and autonomous
recommendation systems. The online shopping experience is changing rapidly, and Naratix is already actively working to ensure that, regardless of the AI system used, it has access to accurate, structured, and complete product data — the essential condition without which no commerce agent can operate at optimal performance. This investment positions the company not only for immediate growth but for the role of critical infrastructure in a market undergoing fundamental transformation,” Orășanu added.
