The nation's largest online direct sales company JD.com, along with Susquehanna International Group (SIG) and ClearVue, has provided the funding.
The funding will be invested by the company in strengthening its infrastructure, recruitment of management talent, business development and its upstream supply chain system.
As part of the investment, FruitDay will have access to JD.com's nationwide fulfillment infrastructure.
FruitDay founder and CEO Wei Wang said: "For over six years, FruitDay's dedication to providing Chinese consumers with the best possible experience shopping for fresh produce online has helped us become the clear leader in this fast growing vertical.
"The financing announced today will allow us to continue strengthening FruitDay's market leadership as we build a world-class management team and further expand our cold chain logistics and upstream supply chain capabilities.
FruitDay is claimed to adhere to strict quality control over the entire logistics process, including produce selection, transportation, storage, and distribution and after-sale services.
More than 80% of the fruit that FruitDay sells in China is imported from countries including the US, Australia, New Zealand, Chile and South Africa, among others.
