Kuruvilla: Spangle is building an autonomous AI seller agent for brands
Maju Kuruvi · He ran Prime fulfillment for Amazon—then raised $20M to replace e-commerce with AI. | Maju Kuruvi... · PMF Show · Apr 9, 2026 · at 27:31
Maju Kuruvilla, founder of Spangle and former Amazon Prime fulfillment leader, describes Spangle's product strategy and vision.
0:00 / 0:47exact quote · 47.7s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“And so we are building to model that sellers agent, right? So that means that it can understand who is coming in, where they are coming from, what are they interested in? And then the people who come from these channels kind of looking for these things, what are they being interested in? And what is the brand finder do? And all of, now can we use all of that and be smart and participate in this economy in a very different way? And it doesn't have to be, and I'm not a believer in saying everything is going to be one way or the other. I like optionality. I always look for, let's assume everything is going to happen equally. And what are the common kind of framework that you need to make it happen? And end of the day, you need an AI behind your store that can think for itself. Spangler's vision is to be that.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Maju Kuruvi
Kuruvilla: Spangle boosts e-commerce conversion up to 50%
“We have case studies that demonstrate that we can bring up to almost a 50% increase in conversion, 30% increase in revenue per visit.”
Kuruvilla: Template-based e-commerce websites are dead and will be replaced
“I think the, we have to unlearn or unthink about how the traditional websites are created, which are template based architecture. With few optimizations here and there I think that's probably either already dead or it's going to die, and it's going to be a ful…”
Kuruvilla: Future e-commerce operates entirely between buyer and seller AI agents
“My larger view is, E-commerce will operate most likely with a seller agent and a buyer agent. A buyer agent is, you know, it could be, I would define maybe Instagram is acting as a buyer agent, right? Like it could be your own personal agent tomorrow. It could…”
Kuruvilla: AI startups are one OpenAI or Anthropic release away from dying
“I think that time or that phase of products probably is gone right now because now you have to find your relevancy every day. You know, you're like one deployment of open AI or like one anthropic release away from dying. So you cannot sit back at the laurels o…”
Kuruvilla: AI agents prioritize product merchandising over button colors and visual creatives
“Agents doesn't care about the color of the button or the size or the creatives and things like that. What truly matters is merchandising, right? Like finding the right product, the right categories, the most relevant things.”
Kuruvilla: Next-gen commerce platforms cannot be incremental improvements on Shopify
“And it's not going to be an incremental improvement of Shopify's template, you know, like e-commerce architecture or Salesforce e-commerce platform. It is something you ought to go back and build from the ground up where you have a brain, it understands everyt…”