Ex-Spotify employees raise $10M to bring the AI behind its recommendations to e-commerce

TechCrunch · 3 weeks ago · 5

Three former Spotify engineers launched Malachyte, a startup applying Spotify's recommendation AI to e-commerce personalization, raising $10 million in seed funding. The platform went live with Fun.com in fall 2025 and became generally available on Shopify in June 2026, using real-time behavioral signals to predict shopper intent rather than relying solely on purchase history. Retailers can now personalize product recommendations dynamically within individual shopping sessions, adapting displays based on every click, search, and hover without requiring customer accounts or historical data.