Wisconsin’s retail-tech startups skew toward personalization and rewards rather than traditional storefronts, led by two Milwaukee-founded companies: Fetch and Wantable.
Fetch
Fetch operates a mobile app that turns shopping receipts into rewards and data-driven insights for brands. In 2025, Fetch secured major financing from Morgan Stanley and General Catalyst and launched Fetch Ads+, expanding the company from a rewards app into retail media — an increasingly competitive category as brands look for ways to reach shoppers directly.
Wantable
Wantable curates personalized apparel and activewear through a subscription styling model. In 2025 the company upgraded its AI-based styling engine and deepened partnerships with emerging fashion brands, keeping it competitive against national subscription-box players.
The Broader Field
Fifty-two startups advanced to the semifinal round of the 2026 Launch Wisconsin contest across consumer, enterprise, health tech, and deep tech categories, ranging from smart vending machines to AI-powered financial tools — a sign the state’s retail-adjacent pipeline extends beyond its two best-known names.
Related: our Wisconsin e-commerce startups coverage and Wisconsin consumer goods startups roundup.
