Fifth Shelf — e-Commerce Accelerator
Florida-based ecommerce accelerator purchases inventory upfront and funds marketing, giving brands cash flow and marketplace execution support.
We believe risk should sit with the operator, not the brand.— Atahan Kangal, Owner of Fifth Shelf
TAMPA, FL, UNITED STATES, April 18, 2025 /
EINPresswire.com/ -- Florida-based startup Fifth Shelf has announced the launch of a capital-first model aimed at helping consumer brands navigate rising e-commerce costs and fulfillment complexity. The company operates as an
e-commerce accelerator, offering inventory purchasing, marketing support, and fulfillment services without traditional retainer fees or long-term commitments.
At the core of Fifth Shelf’s approach is its Direct Wholesale Partnership (DWP) model, where the company purchases inventory upfront from its brand partners at wholesale pricing. In addition to the purchase, Fifth Shelf invests at least 5% of the order value into advertising and product page optimization, including Amazon PPC, SEO, and content strategy. Brands maintain full control of their pricing, positioning, and strategic decisions.
“Our model is designed for alignment,” said founder Atahan Kangal. “We purchase inventory based on sell-through forecasts and handle the growth execution—while the brand retains strategic ownership.”
Fifth Shelf operates without consulting retainers or marketplace commissions. Its marketplace revenue comes entirely from reselling brand products on platforms such as Amazon and Walmart, based on agreed-upon pricing. This structure allows brands to receive upfront capital and avoid cash flow delays commonly associated with platform payouts.
The company reported over $30 million in total marketplace sales in 2024, managing more than 10,000 SKUs to date. Brands that partner under the DWP model can monitor campaign performance and inventory movement through a real-time dashboard provided by Fifth Shelf.
In addition to DWP, Fifth Shelf also offers a
Amazon marketing strategy model for brands that prefer to retain inventory control. This track, known as CSP (Custom Solutions Partner), provides ad management, SEO, and product content development without requiring Fifth Shelf to hold stock.
Fulfillment is handled in-house through Fifth Shelf’s
e-commerce fulfillment service, giving brands access to end-to-end logistics support. This infrastructure is intended to reduce reliance on third-party warehouses and eliminate handoff delays between marketing and operations.
Fifth Shelf’s model is positioned as an alternative to traditional marketing agencies, 3PLs, and equity-based aggregators. By purchasing inventory upfront and funding advertising, the company aligns its success directly with marketplace performance.
About Fifth Shelf
Fifth Shelf is an e-commerce accelerator based in Tampa, Florida. The company helps brands scale across Amazon, Walmart, and global marketplaces through its Direct Wholesale Partnership model, which combines upfront inventory purchasing, funded advertising, listing optimization, and fulfillment—all without service fees, long-term contracts, or equity ownership.
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