jet-logo11Exactly what Marc Lore, the former CEO of Diapers.com, has in store for Jet.com is not clear, but he has plenty of capital to get it off the ground.

Today, he announced he has topped off his first round of funding with an addition $25 million in capital for a total of $80 million. The most recent investors to join the round include Western Technology Investments and a $5 million asset-backed facility from Silicon Valley Bank.

The funding was disclosed in a blog post this morning that hinted at his vision for his next e-commerce company. He said a fresh wave of companies today are focused on pulling back the curtain on price and reducing friction for consumers. For example, Zipcar and Airbnb have reduced costs for consumers by maximizing underutilized assets, and Uber is able to instantly connect riders with rides.

marcloreHe says e-commerce still has a ways to go when it comes to putting more power in the consumers’ hands.

To that end, Jet is asking these tough questions: “What are the hidden costs in e-commerce? Are there aspects of e-commerce that don’t make sense? And most importantly, how do we expose these inefficiencies and empower customers to eliminate them?”

While most of the details have been kept quiet before Jet’s launch next year, Re/Code reports that sources have told them that the site hopes to undercut Amazon and other competitors by dynamically pricing products based on how close they are to the buyer.

In July, the Hoboken, New Jersey-based company announced it had raised $55 million from NEA, Accel Partners, Bain Capital Ventures and MentorTech It’s been three years since Amazon bought Quidsi, the parent company of Diapers.com for more than $500 million, and more than a year since Lore and his co-founder, Vinit Bharara, left Amazon.

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