Omnyway, an augmented digital commerce platform that is behind Kohl's Pay, has closed on $12.75 million in Series A funding to help the company grow its operations, launch new services on its current contextual commerce platform and expand customer base in the U.S. and worldwide.

Companies such as Nyca, CommerzVentures, the venture arm of Commerzbank Group of Germany, and CEFIF, the CreditEase Fintech Investment Fund, a part of CreditEase of China, with participation from Commerce Ventures, Industry Ventures and others, led the funding round.

"To keep up in this fast-moving, mobile-first (and soon, mobile-only) world, retailers need tools that speak to how people want to shop and engage today," Omnyway CEO Ashok Narasimhan said in a press release. "This investment puts us in a great position to build on growth and continue innovating on today's fundamentally different retail experience."