California-based Checkmate, a personalized smart shopping platform, has received $5 million in its seed investment round.

Fuel Capital, a seed stage venture capital firm, led the round with participation from f7 Ventures, Blackbird Ventures, Scribble Ventures, Hyper and Susa Ventures.

Other investors including Liquid 2 Ventures, Wischoff Ventures, Exits Capital, and Night Capital, as well as individual backers also invested in the round.

Checkmate is planning to use the fresh funds to speed up product development and customer growth.