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§ Private Profile · New York City, NY, USA
Umamicart is a technology company.
Umamicart operates as an online grocery platform dedicated to providing a curated selection of Asian products and ingredients. The company specializes in offering a wide array of goods that cater to diverse Asian American cuisines, serving as a comprehensive digital marketplace for home cooks seeking quality and culturally specific ingredients often underrepresented in traditional grocery stores. Its operational model focuses on direct-to-consumer delivery, streamlining access to these specialized products.
The company was co-founded by Andrea Xu, who also serves as its CEO, launching in March 2021 amidst a heightened demand for home cooking during the pandemic. Xu’s insight stemmed from a recognition of the underserved market for authentic and varied Asian grocery staples, aiming to create a convenient and dedicated online destination that transcends the limitations of conventional retail's "ethnic aisle."
Umamicart targets home cooks and individuals seeking a broad and authentic range of Asian food products. The company envisions itself as a vital resource for championing the diversity of Asian American cuisines and cultures, providing high-quality, fairly priced goods directly to consumers. Its long-term vision centers on expanding access to a wider variety of Asian ingredients and culinary traditions.
Umamicart has raised $6.0M across 1 funding round.
Umamicart has raised $6.0M in total across 1 funding round.
Umamicart is an online grocery platform specializing in authentic Asian foods, including fresh vegetables, fruits, meats, seafood, pantry staples, snacks, and beverages, with free next-day delivery on orders over $49.[1][3][4] Founded in 2020 and headquartered in New York, it serves U.S. consumers seeking hard-to-find Asian ingredients beyond urban Chinatowns, partnering with small- to medium-sized Asian suppliers to offer over 1,000 SKUs as of early 2022.[1][2] The company raised $6M in seed funding three years ago, enabling expansion to 11 states, and focuses on solving access gaps for overseas Chinese and Asian cuisine enthusiasts through rapid growth and double-digit month-over-month increases post-2021 launch.[1][2]
Umamicart was co-founded by Andrea Xu (CEO) and an unnamed co-founder, with CB Insights also listing Nafis Azad and Sneh Parmar in some profiles, though Xu is the primary voice in public discussions.[1][2] The idea emerged from Xu's observation of a market gap: authentic Asian groceries like specialized sauces, meats, and vegetables are often confined to metropolitan Chinatowns, leaving many U.S. consumers underserved.[2] Launched as an app in early 2021 after a 2020 founding, it started with 400 SKUs and quickly gained traction through digital delivery, hitting double-digit monthly growth amid rising e-commerce demand for ethnic foods.[2] A pivotal $6M seed round in December (likely 2022) fueled geographic and catalog expansion plans.[1][2]
Umamicart rides the ethnic grocery e-commerce wave, capitalizing on post-pandemic shifts to online shopping for specialty foods amid rising demand from diverse U.S. populations, including overseas Chinese communities.[1][2] Timing aligns with e-commerce's dominance in perishables, where digital platforms like it redefine access to cultural staples, competing with players like Yami (founded 2013, broader Asian products).[1] Market forces favoring it include supply chain digitization for small suppliers and consumer preference for authentic, fresh imports, influencing the ecosystem by elevating Asian brands' visibility and challenging big-box limitations.[2]
Umamicart's seed-stage momentum positions it for scaled growth, likely doubling its catalog and entering more states as funded plans mature, though its Mosaic Score signals recent financial pressures amid competitive grocery tech.[1] Trends like AI-driven personalization and same-hour delivery could shape its path, amplifying influence in the $100B+ U.S. online grocery market. As it bridges cultural food gaps, expect deeper supplier integrations and potential Series A to solidify its role as a go-to for authentic Asian pantries—echoing its origins in making "Chinatown-quality" ingredients ubiquitous.[2]
Umamicart has raised $6.0M in total across 1 funding round.
Umamicart's investors include FJ Labs, M13, 2045 ventures, 500 Global, Afore Capital, Alpaca VC, Alumni Ventures, Anthemis Group, Aux21 Capital, Awesome People Ventures, Banana Capital, Ali Tamaseb.
Umamicart has raised $6.0M across 1 funding round. Most recently, it raised $6.0M Seed in December 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Dec 1, 2021 | $6M Seed | FJ Labs, M13 | 2045 Ventures, 500 Global, Afore Capital, Alpaca VC, Alumni Ventures, Anthemis Group, Aux21 Capital, Awesome People Ventures, Banana Capital, ALI Tamaseb, Electric Capital, Scott Hartley, First Star Ventures, Golden Ventures, Gradient Ventures, Infinite Niches, Innovation Endeavors, Iterative, Khosla Ventures, Lightspeed Venture Partners, Makers Fund, Multicoin Capital, Nonlinear, Paradigm, Pareto Holdings, Picus Capital, Precursor Ventures, Rumbo Ventures, Social Capital, Sterling Equity, Trucks Venture Capital, Adam D'angelo, Andy Coravos, Anthony Pompliano, Charlie Feng, Dylan Field, Eric WU, Guilherme Bonifacio, JEN Rubio Butterfield, Julia Dewahl, Kevin LIN, Nate Matherson, Scott Belsky, Tonio Desorrento, Tushar Garg, Firstminute Capital, Gold House Ventures, Starting Line | Announced |