Software and Technology


Leading provider of SaaS-based in-context eCommerce optimization tools and data-driven category/channel insights.

Transaction Overview

  • Represented Basketful and its founders in the sale of the business to SmartCommerce, a portfolio company of Argentum Capital Partners.
  • Basketful is a leading B2B SaaS provider of solutions that empower brands with real-time attribution insights to optimize their marketing spend while simplifying the shopping experience for consumers, stores, and CPGs.
  • SmartCommerce, Inc. develops data-centric, AI-assisted SaaS solutions for the consumer-packaged goods (CPG) brands.

Key Observations

  • Basketful’s co-founders selected SmartCommerce as the final buyer due to an attractive valuation, belief in the growth prospects of the combined businesses, and a strong cultural fit.

Drivers of Interest

  • Robust technology platform that is highly configurable and tailored for CPG customers.
  • High-margin, recurring revenue business model supported by a roster of blue-chip CPG and social media customers.
  • Experienced and successful management and engineering teams, ready to support the business through its next growth phase.
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Hennepin Partners LLC