In a city better known for jackpots than logistics, Las Vegas-based e-commerce operator Neato has locked in $25 million in growth capital to help consumer brands sell online without leaning on Amazon. The company says the fresh funding will power new operating centers in Las Vegas and Chicago and fuel an expansion of its AI agent stack. Neato’s model is simple on paper: it buys inventory directly from brands, then runs the whole online show for them, including listings, advertising, pricing, shipping and brand protection.
As reported by the Las Vegas Sun, the round was led by Advantage Capital and was announced in a press release on April 14, 2026. The outlet also notes that Neato plans to “accelerate its push into marketplaces beyond Amazon” with the new cash, signaling that this is not just an anti-Amazon play but a broader marketplace strategy.
Founder and CEO Anthony Connelly told Forbes that Neato “built a third option” for brands that feel boxed in between running their own complex online operations or ceding control to a giant marketplace. Instead, he said, Neato steps in as a single operator that manages the full online lifecycle so brands can stay focused on product and distribution.
How Neato’s 2P model works
Neato describes itself as a second-party, or 2P, e-commerce accelerator. It purchases product directly from brands, then handles the rest of the online retail stack: creative, listings, ad spend, logistics and reporting. The company works with brands in categories such as pet, housewares, grocery and beauty, and it does not offer standalone agency services. BeautyMatter outlines this approach and the sectors where Neato is currently active.
Local footprint and new centers
On the home front, Neato says it has moved into a new 60,000-square-foot facility in Las Vegas and plans to open additional operations centers with integrated e-commerce prep capabilities in both Las Vegas and Chicago. Forbes reported the size of the facility and the planned expansion. Local coverage places the Las Vegas site in a commercial complex just off Wynn Road near Hacienda Avenue, according to the Las Vegas Sun.
Why investors are betting on 2P
The round lands in the middle of a broader wave of institutional investment into commerce-enablement businesses that promise more predictable economics for brands than traditional fee-heavy agency models. BeautyMatter frames Neato’s raise as part of a larger shift in online retail, where operators tie their fortunes more closely to brand performance.
For Las Vegas, Neato’s funding is one more sign that the local startup scene is nudging beyond gaming and hospitality into logistics and tech. The company’s leaders say the capital will help scale operations and bring more mid-market CPG brands onto the platform, especially those that want options other than betting everything on a single online marketplace.
