Our story: from engineering roots
to AI innovation

Brian Anderson's journey to founding Nacelle began in the trenches of e-commerce engineering. After encountering persistent technical limitations at an e-commerce agency, he launched ShopElf in 2016 – a consulting firm that quickly became known for bringing innovative engineering solutions to brands and retailers in the commerce space.

As pioneers in headless commerce solutions, Brian and his team repeatedly faced a crucial challenge: the lack of robust composable infrastructure was making implementations unnecessarily complex. This insight led Brian to architect a revolutionary multi-tenant system that would streamline data flows and APIs for composable headless projects, eventually evolving into Nacelle with backing from notable investors including Tiger Global, Index Ventures, and iNovia.

Today, Nacelle stands at the forefront of AI personalization in e-commerce, building solutions for marketers that anticipates user needs, provides actionable recommendations, and adapts to changing marketing landscapes across both acquisition and retention. Our evolution reflects our unwavering commitment to solving tomorrow's retail challenges.