This start-up backed by Serena Williams and Alexis Ohanian gives users bitcoin rewards for their online purchases

Alex Adelman thinks your next e-tail purchase should earn you bitcoin.Adelman, the co-founder and CEO of bitcoin rewards start-up Lolli, wants to reinvent the way consumers receive cash-back on their purchases by letting users get bitcoin as they shop online with partner brands like Nike and Sephora.And Adelman has convinced some big names of his vision: On March 24, the company announced a $5 million pre-Series A funding round led by Alexis Ohanian's Seven Seven Six venture capital fund, with Serena Williams' Serena Ventures and a few famous YouTubers, including Cody Ko and Casey Neistat. With those funds, Lolli has raised over $10 million to date, Adelman tells CNBC Make It."I believe in everything about bitcoin," Adelman says. "We want to make it as simple as possible for people to get bitcoin for their everyday purchases."Adelman, 32, is no newbie to the online retail space.In his first start-up, Cosmic, Adelman…

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