Retailgentic Why the Next Billion-Dollar Brand Won’t Have a Website | Roy Rubin, Entrepreneur and Investor
Jun 19, 2025
Roy Rubin, co-founder of Magento and now a venture capitalist at R-Squared Ventures, shares intriguing insights on the future of e-commerce. He believes the next billion-dollar brand may not need a website at all. The conversation highlights the concept of agentic shopping, the evolution of Magento, and the challenges faced during its acquisition by eBay. Rubin also discusses the transformative role of AI agents in commerce, as well as the potential disruption of current platforms like Shopify and Amazon.
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E-commerce Stagnation Insight
- E-commerce websites have changed very little in 25 years, still relying on traditional taxonomies and navigation.
- This stagnation hampers innovation despite advancements in other tech sectors, signaling a need for new retail models.
Magento's Founding Story
- Roy Rubin pivoted from open source services to founding Magento after identifying gaps in existing e-commerce platforms.
- Magento launched in 2008 as a flexible and customizable platform born from direct merchant experience.
PayPal and eBay Acquisition
- PayPal invested in Magento in 2009, leading to eBay acquiring the company in 2011.
- The acquisition was strategic but happened amid challenging economic times during the financial crisis.