SaaS platform that enhances the customer experience for Shopify merchants by providing order tracking technology

Post-sale tracking I can't imagine is a huge untapped market given that Narvar and others owned this forever, Shopify has its Shop App, etc. but the fundraising continues to happen. Is there something I'm missing?

Yahoo: Wonderment Secures $6M Seed Funding to Bring Transparency to Ecommerce Shipping