Cube bags $3.7m to better track ecommerce shelves, go global

For consumer goods brands, tracking market share across aisles in physical stores has long been standard practice. But tracking category growth and product sales online is far more opaque.

“Most of the supermarket is still dark” when it comes to ecommerce market data, notes Simon Torring, co-founder of Cube. The Singapore-based startup is on a mission to change that, aggregating fragmented digital data to map out these online spaces.

Cube’s team / Photo credit: Cube

Fresh from raising US$3.7 million in a series A round led by Hong Kong’s Betatron and joined by M Venture Partners, Cube is looking to shine a light on even more digital retail aisles. The company is also eyeing markets outside its home turf, including North Asia and Latin America.

A model built on outside data

Founded in 2022, Cube specializes in providing granular ecommerce market data and insights for brands in Southeast Asia.

The company last raised funding in 2023, securing US$1.5 million in a seed round led by Wavemaker Partners. Cube also raised US$1.6 million through convertible notes across 2024 and 2025.

Unlike offline retail, where legacy market research firms purchase data directly from retail chains, major ecommerce platforms generally do not sell their sales data. To help serve brands on the digital side, Cube aggregates public information about them as well as data from surveys, receipts, and payments.

The startup then cleans this data, which involves removing irrelevant and inaccurate details, and refines its findings into actionable insights. It delivers monthly consumption cycle reports to enterprise clients via API or its self-serve dashboard, Meter Cube.

Proving the reliability of its data was one of the firm’s earliest hurdles, Torring recalls. Because Cube does not get data directly from its clients, the company provides “outside-in” estimates of a brand’s sales.

Cube co-founder Simon Torring / Photo credit: Cube

For example, if Crest is looking for data on toothpaste ecommerce sales, then the brand can check its own sales records against Cube’s figures to validate the platform’s accuracy. If Crest’s numbers on Cube’s reports are accurate, it means competitor data is highly likely to be accurate as well.

Cube seems to be doing well on the accuracy front, with Torring saying that it has never lost a subscriber since its launch in 2022. The company had 22 enterprise customers by 2025, and it aims to bump that up to 35 within the next 12 months.

Without going into specifics, Torring says that Cube has doubled its revenue every year and expects to double the figure again for 2026. He adds that the company’s revenue hit the single-digit millions in US dollars last year.

Granularity with AI

New aisles and branches