How to Choose Capital That Fuels (Not Controls) Your Growth #573

Funding growth in ecommerce isn’t just about raising cash: it’s about choosing capital that matches your stage, strategy, and stress tolerance.

Kirstin Hunter, CEO of Birchal, has seen equity crowdfunding evolve into a serious growth engine for ecommerce brands. By turning loyal fans into investors, founders are able to extend the customer relationship into ownership, deepening connection and advocacy in the process.

In Today’s Playbook:

• How Birchal’s Kirstin Hunter helps brands raise capital without giving up control
• Why community-led crowdfunding builds deeper customer loyalty and advocacy
• The pros and cons of revenue-based finance with insights from Tractor Ventures and Wayflyer
• How Who Is Elijah used profitability to pivot and regain brand control
• Why investor readiness starts with clean systems, solid data, and clear unit economics
• How to match your funding pace to your business stage and stress tolerance

Connect with Kirstin
Explore Birchal
Tractor Ventures’ Episode
Wayflyer’s Episode
Who Is Elijah’s Episode
Glow Capital’s Episode

SMS us to request a guest!

Support the show

Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

Connect with Nathan Bush
Contact Add To Cart
Join the Community