Razor Group and Infinite Commerce merge to create a global e-commerce brand leader, combining technology and expertise for profitability.
Whele, a global consumer goods holding company focused on acquiring and scaling profitable e-commerce brands, and Infinite Commerce, a premier developer and seller of consumer products on e-commerce marketplaces, announced a merger that will create a global aggregator leader of online marketplace merchants.
The newly combined company, which will be headquartered in Berlin and Boston and operate under the Razor brand, brings together industry-leading scale and a fully integrated technology platform that enables the business to continue to automate its e-commerce operations. The combined entity will manage an assortment of products across various online channels in the US, UK and EU. Under the leadership of Razor CEO Max Biller and CFO Jörg Meiner, the merged business is uniquely positioned to continue to lead consolidation in the e-commerce aggregator space. Infinite Commerce CEO Steve Neufer will serve as Executive Chairman of the Board and will continue to play a key role in the future growth and governance of the combined business.
“Today marks a pivotal step in building the most efficient, data-driven selling platform on Amazon,” said Biller. “By bringing together Razor’s category depth and technology with Infinite’s operational rigor and proven track record on new product development and best in class supply chain, we will serve customers better, move faster, and—most importantly—deliver consistent profitability at scale.”
The combined company will leverage a unified technology platform that integrates forecasting, pricing, and advertising tools to improve margins and inventory management. With multi-brand, multi-geographic operations, the platform expands choice and improves in-stock performance for customers, strengthens negotiating leverage and reach for suppliers, and delivers profitability at scale for investors.
Also Read: Is Longer Better? The Truth About Extended Retail Sales
“This merger is a win for our teams, our suppliers, and our shareholders,” said Neufer. “We’re aligning two companies that believe in disciplined growth and transparent execution. As Executive Chairman, I look forward to supporting Max and the leadership team as we integrate, innovate, and unlock the next chapter of value creation.”
Through this strategically merged structure, the business is expected to achieve industry leading profitability in the second half of the year and will invest in organic product development to reignite growth in 2026. Supported by a strong balance sheet and committed stakeholders, Razor will drive further growth through aggressive, yet prudent M&A within the FBA space, setting new benchmarks for scaled e-commerce.
