The people
What they build
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Working at EMERGE Commerce
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On the TechTO stage
Ghassan Halazon of EMERGE presents Beyond the Wreckage
Watch on YouTube ↗The Ultimate Guide to Building and Scaling E-Commerce Brands | Ghassan Halazon
Watch on YouTube ↗Every talk is searchable — ask the archive about EMERGE Commerce ↗
About
Founded in 2016 and public on the TSX Venture Exchange since December 2020, EMERGE bought a wide portfolio of e-commerce brands — taking on debt to buy at the 2020 pandemic peak. When interest rates rose and demand fell, most of its e-commerce-aggregator cohort went bankrupt or restructured. EMERGE sold its non-core businesses, including a pet brand sold to Tiny, and cut debt. Halazon called the result the '2.0' model on the TechTO stage in May 2025: fewer, bigger, more compelling opportunities, concentrated in grocery and golf. In 2025 revenue grew 43% to $27.7M with $1.5M of adjusted EBITDA — a $1.9M swing from the year before. EMERGE opened 2026 by acquiring Viral Loops, a referral marketing platform, adding a B2B segment.
Backers
Public company (TSXV: ECOM), listed on the TSX Venture Exchange in December 2020. EMERGE funded acquisitions largely with debt through the 2020-21 e-commerce peak, then paid it down; Halazon has described the debt load and cleanup on stage and in his January 2026 shareholder letter. The private cap table before the 2020 listing is not confirmed here.
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Quick answers
What does EMERGE Commerce do?
It buys and operates profitable e-commerce brands across two consumer verticals — grocery (truLOCAL) and golf (UnderPar, JustGolfStuff, Tee 2 Green) — plus a B2B referral marketing platform, Viral Loops. It is public on the TSX Venture Exchange as ECOM.
Who founded EMERGE Commerce?
Ghassan Halazon, in 2016, after his previous daily deal business collapsed. He is still founder, president and CEO.
How big is EMERGE Commerce?
Revenue was $27.7M in 2025, up 43%, with $1.5M of adjusted EBITDA and $2.8M of cash flow from operations. truLOCAL is the largest brand, contributing more than half of revenue.
What happened to EMERGE's other brands?
EMERGE once ran roughly nine brands, including WagJag and Buytopia. After buying at the 2020 peak with debt, it sold the non-core businesses — a pet brand went to Tiny — to cut debt and focus on grocery and golf.