LA Venture: Shawn Colo on Ecommerce Trends and How 3L Makes Investment Decisions

Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.

Shawn Colo's rise as an investor has tracked the rise of the internet, from the early days when Google began to index websites and radically change how media was created and distributed, to the present day, as ecommerce has surged.

Colo joined the LA Venture podcast to talk about being a founder of Demand Media and 3L Capital, his investments in L.A.-based AvantStay and Relativity Space and what he sees ahead in local delivery and logistics.


Colo started his career as a private equity investor in the late 90s in Silicon Valley. There, saw the media industry changing as radio, cable and satellite-based companies went through a period of consolidation as the telecom industry began to deregulate. At the same time, internet companies were building themselves off the back of Google.

"It sort of dawned on me that there was going to be another opportunity to aggregate media. And this new form of media was basically in the form of websites. So that was really the original idea. And we ended up putting together a couple of assets to start the company," said Colo.

That concept became Demand Media -- now known as Leaf Group -- a company designed to operate online brands.

Now a partner at 3L Capital, Colo uses some of that experience to write checks for $10 to 30 million for raises at around the Series B level. The L.A. and New York-based fund invests in a wide variety of companies, including The RealReal, Relativity Space and AvantStay, among many others.

Right now, Colo says he sees an opportunity in delivery and logistics that's as transformative as what he was seeing in the media space during the Demand Media days. 3L has invested in Goja and goPuff, two startups that he sees redefining the shopping experience and delivery infrastructure.

"We haven't seen this caliber of management matched with the size of this opportunity ever. So, it's probably one of the best times to be investing in technology right now," Colo said.

Hear his thoughts on the future of local retail, as well as his strategy behind investing in L.A. companies including AvantStay and Relativity Space in the rest of the episode.

Want to hear more of L.A. Venture? Listen on Apple Podcasts, Stitcher, Spotify or wherever you get your podcasts.

dot.LA Engagement Intern Joshua Letona contributed to this post.

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Folio, a New NFT Marketplace, Wants to Streamline the World of Digital Art

Decerry Donato

Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

Image courtesy of Folio

For Joey Primiani, designing a new NFT marketplace is just the latest stop in what’s been a long and fascinating trip through the world of tech.

After stints at Google and Cortex and a gig developing Lady Gaga’s online fan community, Primiani, together with business partner Mirko Kiefer, unveiled his latest venture this week: Folio, a social network that offers artists a platform and tools to showcase their NFT creations.

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Introducing 'Moves': Our New Weekly Recap of Job Changes in LA Tech

Molly Wright
Molly Wright is an intern for dot.LA. She previously edited the London School of Economics’ student newspaper in the United Kingdom, interned for The Hollywood Reporter and was the blogging editor for UCLA’s Daily Bruin.
Photo by Clem Onojeghuo on Unsplash

This is the first installment of Moves—a weekly feature highlighting job and career changes around the Los Angeles and Southern California tech ecosystem.

Moves is presented by Interchange.LA, dot.LA's recruiting and career platform connecting Southern California's most exciting companies with top tech talent. Create a free Interchange.LA profile here. And if you're looking for ways to supercharge your recruiting efforts, find out more about Interchange.LA's white-glove recruiting service by emailing sharmineh@dot.LA.

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Shipment Tracking Startup Route Claims Unicorn Status After $200 Million Funding Round

Harri Weber

Do you know something we should know about L.A. tech or venture capital? Reach out securely via Signal: +1 917 434 4978.

Harri is dot.LA's senior finance reporter. She previously worked for Gizmodo, Fast Company, VentureBeat and Flipboard. Find her on Twitter and send tips on L.A. startups and venture capital to harrison@dot.la.

Ecommerce shipment tracking startup Route—which is based in the “Silicon Slopes” hotbed surrounding Salt Lake City but has a growing presence in Los Angeles—is now claiming unicorn status after raising $200 million in new funding at a $1.25 billion valuation.

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