OrderGroove, which helps retailers build subscription businesses and compete with Amazon, raised $20 million from National Securities in a Series C round of funding.

The company had already raised $17 million from Lerer Hippeau Ventures, Swan & Legend Ventures, Western Technology Investment, Silicon Valley Bank, Fyrfly Ventures and Scott Booth, who recently joined OrderGroove’s board and was an early investor in Alibaba.

OrderGroove said it plans to use the money to build on its subscription enablement platform and “introduce new frictionless consumer experiences” to shorten the buying cycle for consumer goods.

Companies such as Wal-Mart Stores Inc.’s Sam’s Club have long relied on membership programs to snag customers for the long haul, but Amazon has given it a modern twist with its Prime program, which provides free two-day shipping and other benefits and has set the bar for service online.

Greg Alvo, chief executive officer and founder of OrderGroove said, “Commerce is undergoing the greatest disruption since the advent of e-commerce, and it’s becoming harder and harder for retailers and brands to keep up with the pace of innovation. Additionally, companies like Amazon are changing consumers’ expectations.

“They’re mastering how to build lifetime relationships with consumers versus purely processing transactions,” Alvo said. “But brands and retailers have significant assets both online and offline that, when coupled with technology and data from a network of hundreds of companies, will empower them to defend and expand their market share. Our Series C round of capital enables us to move beyond subscription and invest in the technology, expertise and data science our clients need to transform their business and match the rapidly changing expectation of their customers.”

Companies such as Wal-Mart Stores Inc., L’Oréal, Toys ‘R’ Us, PetSmart, Nestlé and GNC use OrderGroove to help build relationships with customers.

Booth said the company is “positioned to help mainstream brands and retailers fight the onslaught of competition with constant innovation that removes friction from the consumer’s life.”