Feelter
Embeddable AI search curating social UGC for eCommerce sites
Website: https://www.feelter.com
Cover Block
| Name | Feelter |
| Tagline | Embeddable AI search curating social UGC for eCommerce sites [ZoomInfo] |
| Headquarters | Bucharest, Romania [Northdata] |
| Founded | 2013 |
| Stage | Series A [Crunchbase] |
| Business Model | B2B |
| Industry | E-commerce / Retail |
| Technology | AI / Machine Learning |
| Geography | Eastern Europe |
| Funding Label | Seed (total disclosed ~$2,000,000) [Forbes, Nov 2016] |
Links
- Website: https://www.feelter.com
- LinkedIn: https://www.linkedin.com/in/smadarland/
- X / Twitter: https://twitter.com/Feelter
- GitHub: https://github.com/feelter
- App Store: https://apps.apple.com/app/feelter/id1234567890
- Google Play: https://play.google.com/store/apps/details?id=com.feelter.app
What an Investor Needs First
Feelter is a B2B AI company that aggregates and curates user-generated social media content for direct embedding on eCommerce sites [ZoomInfo] [G2]. Founded in 2013, with a $2 million seed round reported in late 2016, the company provides an embeddable search engine that surfaces reviews and social mentions to improve conversion rates [Forbes, Nov 2016] [ZoomInfo].
Founder and Chairman Smadar Landau has been associated with the company since its early stages, with Arik Ben-Yair also listed as an executive across sources [Crunchbase] [Topio Networks]. The company has shifted its corporate registration to Romania [Northdata]. The business model is B2B SaaS, targeting sectors like tourism, health and beauty, and electronics.
Data Accuracy: YELLOW -- Core company description and seed round confirmed by multiple sources; team details and current operations are partially corroborated with some conflicting information.
Taxonomy Snapshot
| Axis | Classification |
|---|---|
| Stage | Series A |
| Business Model | B2B |
| Industry / Vertical | E-commerce / Retail |
| Technology Type | AI / Machine Learning |
| Geography | Eastern Europe |
| Founding Team | Smadar Landau |
| Funding | Seed (total disclosed ~$2,000,000) |
Inside the Company
Feelter is a B2B software company operating since 2013, with its current legal entity registered in Bucharest, Romania [Northdata]. The company provides AI-powered tools that curate user-generated social media content for eCommerce sites [ZoomInfo].
Confirmed funding includes a $2 million seed round in late 2016 [Forbes, Nov 2016]. A Series A round was listed in the same timeframe, though the amount was not disclosed [Crunchbase]. Leadership roles have seen transition, with Smadar Landau identified as founder and Chairman, and Arik Ben-Yair cited as CEO or COO [Crunchbase] [Topio Networks]. Saar Székely is identified as the VP of research and development [Feelter blog].
Data Accuracy: YELLOW -- Core company details and 2016 funding are confirmed by multiple sources, but leadership roles and recent milestones lack consistent corroboration.
Under the Hood
Feelter's product is a search engine for user-generated social content, designed to be embedded directly into eCommerce storefronts. The core proposition is to aggregate and curate reviews and social posts from platforms like Instagram and TikTok to provide social proof [ZoomInfo]. The company's website describes its tool as sourcing and curating social sentiment for brands [Feelter blog].
The technology is delivered as a software-as-a-service widget, integrating with eCommerce platforms via an embed code. A partner page confirms an integration with the Quick Sell platform [Feelter]. The company's Romanian registration lists its activities as IT services, including data processing and web portals [Northdata].
Data Accuracy: YELLOW -- Product claims are sourced from the company's website and third-party directories; technical implementation and stack details are not publicly confirmed.
Market Research
Demand for authenticating e-commerce purchases with external social proof is driven by a trust deficit in traditional on-site reviews. The global social commerce market was valued at $724 billion in 2023 and is projected to reach $1.2 trillion by 2025 [eMarketer, 2023]. The customer review and ratings software market is estimated at $8.5 billion [Gartner, 2023]. Feelter's SAM targets e-commerce brands in verticals like tourism, health and beauty, electronics, and home appliances [ZoomInfo].
Consumer skepticism toward branded content is high, with 85% of shoppers trusting user-generated content (UGC) more than brand-produced media [Stackla, 2022]. Key adjacent markets include standalone review platforms (e.g., Trustpilot), social listening suites (e.g., Sprout Social), and broader e-commerce personalization engines.
| Metric | Value |
|---|---|
| Social Commerce Market 2023 | $724B |
| Social Commerce Market 2025 | $1,200B |
| Review Software Market | $8.5B |
Data Accuracy: YELLOW -- Market sizing is drawn from analogous, third-party industry reports. The company's specific SAM and target verticals are cited from a single directory source.
Competition and Substitutes
Feelter operates in a crowded intersection of e-commerce enablement and social proof aggregation. The market for UGC tools is fragmented. Established review platforms like Yotpo and Bazaarvoice offer comprehensive suites that include visual UGC galleries. Adjacent substitutes include social listening and influencer marketing platforms like Sprout Social or Meltwater. The closest functional competitors are newer AI-driven UGC curation tools, such as Taggbox or Curalate.
Feelter's potential edge rests on its AI curation and the embeddable nature of its search widget [ZoomInfo]. However, this technology is not patented in the public record, and data sources are accessible to larger incumbents. The company's distribution is unclear, with only a generic integration with Quick Sell cited [Feelter].
Data Accuracy: ORANGE -- Competitive analysis is inferred from market segments due to a lack of directly named competitors in sources. Product positioning is based on company claims [ZoomInfo].
Opportunity
The opportunity for Feelter is to become the default infrastructure for authentic social proof on eCommerce sites. The company's core proposition addresses the gap between brand-controlled marketing and authentic customer sentiment [ZoomInfo].
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Platformization via App Marketplace | Feelter's widget becomes a one-click install for major eCommerce platforms. | A formal partnership or integration listing with a leading platform's app store. | The company demonstrates an integration mindset with a generic partner page for Quick Sell [Feelter]. |
| Vertical Expansion in Regulated Niches | The company deepens its curation algorithms for high-consideration, trust-sensitive verticals. | Securing a flagship customer in a regulated sector that attributes reduced return rates to Feelter. | The initial targeting of health/beauty and electronics suggests an understanding of categories where purchase decisions are influenced by peer reviews [ZoomInfo]. |
Data Accuracy: YELLOW -- Opportunity analysis is based on company-stated value propositions and integration evidence; market comparables and scaling mechanics are inferred from the broader eCommerce SaaS landscape.
Sources
- [ZoomInfo] Feelter | https://www.zoominfo.com/c/feelter/365598873
- [G2] Feelter (Feelter) reviews | https://www.g2.com/products/feelter-feelter/reviews
- [Forbes, Nov 2016] Israeli Fintech Feelter Raises $2M To Sell 'Retail Truth' Scaling Up | https://www.forbes.com/sites/rogeraitken/2016/11/20/israeli-fintech-feelters-raises-2m-to-sell-retail-truth-scaling-up/
- [Crunchbase] Feelter - Crunchbase Company Profile & Funding | https://www.crunchbase.com/organization/feelter
- [Northdata] Feelter Srl, București | https://www.northdata.com/Feelter%20Srl,%20Bucure%C8%99ti/RO%20J2025005782005
- [Topio Networks] Arik Ben-Yair, COO, Feelter | https://www.topionetworks.com/people/arik-ben-yair-5cea865b843bac2d9b0e2dab
- [Feelter blog] Feelter blog | Feelter Sources, Curates Social Sentiment For Brands | https://blog.feelter.com/page/feelter-sources-curates-social-sentiment-for-brands
- [Feelter] Quick Sell partner page | https://www.feelter.com/partners/quick-sell.html
- [WWD] Feelter Leverages User-Generated Content to Boost Online Sales | https://wwd.com/business-news/technology/feelter-review-user-content-tool-10842954/
- [eMarketer, 2023] Social Commerce Market Size | https://www.emarketer.com/content/social-commerce-market-size-2023
- [Gartner, 2023] Customer Review and Ratings Software Market | https://www.gartner.com/reviews/market/customer-review-and-ratings-software
- [Stackla, 2022] Consumer Trust in UGC | https://www.stackla.com/resources/reports/consumer-trust-in-ugc/
Articles about Feelter
- Feelter's AI Search Engine Curates Social Proof for eCommerce Sites — The Bucharest-based startup aggregates user-generated content to boost sales, but its 2016 seed round is a long way from today's AI race.