What Caddie does

Caddie operates in the e-commerce engagement layer under the product brand Superbar, delivering a TikTok-style immersive scrolling feed to online retailers. The platform replaces traditional product grids with a full-screen, vertical, swipeable feed that captures per-shopper behavior signals (swipes, pauses, taps) and uses real-time behavioral AI to reorder and personalize the product sequence for each visitor. Core product modules include Immersive Scrolling (the vertical feed UX), Products in Motion with AI / Motion by Superbar (native video, animation, and a built-in Motion Studio with hundreds of templates for creating product motion content), and the Algorithmic Feed (real-time per-shopper recommendation that also exports affinity and preference signals back to the retailer's downstream marketing stack).

The company is privately held, headquartered in Toronto, Canada, with an employee count in the 11-50 range, founded in 2021, and led by founder and CEO Alan Nowogrodski. It has institutional backing from Pioneer Fund and Y Combinator via an early-stage round dated 2022-09-07. Go-to-market combines product-led self-serve (website, demo video, in-product onboarding) with a 'Book a demo' motion aimed at mid-market and enterprise retailers. Pricing is subscription-based but not publicly disclosed.

The firmographic short description references 'building the future of email for sales with AI,' which is inconsistent with the substantive product evidence around an e-commerce TikTok-style feed — this discrepancy may reflect a prior positioning, a rebrand, or a planned pivot and is flagged here rather than reconciled.

Name

Caddie

Website

https://trycaddie.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Caddie (operating as Superbar) provides e-commerce retailers with an AI-powered, TikTok-style immersive scrolling feed that personalizes product discovery in real time using per-shopper behavioral signals, with a Toronto-based, founder-led team backed by Pioneer Fund and Y Combinator.

Ownership category

akta.pro rank

Product category

Ecommerce Personalization Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)

akta.pro secondary industry

Asset Creation, Pipeline, DCC Integration & Content Management Tools (MPAFAFAL)

Keywords

• Ecommerce personalization software
• AI shopping feed
• Conversion rate optimization
• Product discovery platform
• Immersive commerce experience

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Superbar operates as a SaaS platform providing an immersive scrolling experience for e-commerce stores. The pricing is likely subscription-based with tiers, accessible through their website with demo booking for enterprise clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Caddie's primary offering is Superbar 2.0, a TikTok-style immersive scrolling platform for ecommerce stores. It delivers a full-screen vertical feed with real-time behavioral AI personalization, native video product motion, and an algorithmic ranking engine. The product is sold as a SaaS platform that retailers embed directly into their online stores to increase engagement, time on site, add-to-cart rates, and conversion.

Product overview

Superbar is a single unified product (Superbar 2.0) that delivers a TikTok-style immersive scrolling experience for ecommerce stores. The product consists of three integrated feature modules: Immersive Scrolling (full-screen vertical feed), Products in Motion with AI (native video and built-in Motion Studio), and the Algorithmic Feed (real-time behavioral AI personalization). Motion by Superbar provides the underlying animation and motion technology. Together these components create a full-screen, intelligent feed that adapts to each shopper's behavior in real time.

Differentiator

Problem solved

Functional benefit

Products and services

• Superbar 2.0 A full-screen, intelligent vertical feed that replicates the TikTok scrolling experience in ecommerce stores. It reads customer scrolling behavior in real time and instantly adapts to show each shopper more of what they actually want.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rebuy Engine: Rebuy is a Shopify-focused personalization and AI product recommendation engine that powers smart upsells, cross-sells, and product feeds. It is the closest direct competitor to Superbar's algorithmic feed for ecommerce storefronts.
• Nosto: Nosto is a personalization platform for ecommerce that delivers AI-driven product recommendations, behavioral targeting, and personalized content. It overlaps directly with Superbar's algorithmic feed and personalization value proposition.
• Constructor: Constructor provides AI-powered search, product discovery, and personalization for ecommerce retailers. Its behavioral learning loop and real-time re-ranking closely mirror Superbar's algorithmic feed approach.
• Clerk.io: Clerk.io offers ecommerce personalization including product recommendations, search, and email targeting powered by behavioral data. It targets the same mid-market Shopify and ecommerce merchants as Superbar.
• Findify: Findify delivers AI search, personalization, and product recommendations for Shopify and BigCommerce stores. Its real-time behavioral personalization overlaps with Superbar's algorithmic feed.
• LimeSpot: LimeSpot provides AI-powered personalization, smart product recommendations, and merchandising for ecommerce. It serves a similar merchant base and addresses the same conversion/engagement pain points as Superbar.

Emerging players

• Bambuser: Bambuser enables live shopping and shoppable video for ecommerce brands. It intersects with Superbar's video-in-feed strategy and the broader shift toward video-driven product discovery.
• Obsess: Obsess creates immersive 3D and virtual storefronts for ecommerce brands, addressing the same 'boring product grid' problem as Superbar with a different visual format.

Broad incumbents

• Klaviyo: Klaviyo is a leading ecommerce marketing automation platform that owns the customer data and behavioral signal layer for Shopify-native merchants. Superbar's exportable shopper signals compete with Klaviyo's data ownership of the merchant.
• Shopify (Shop App & Shop Pay Discovery): Shopify controls the storefront layer that Superbar embeds into and ships native product discovery and Shop App feeds. It is the platform Superbar depends on for distribution and the most likely incumbent to absorb similar functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/trycaddie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caddie