Private equity firm Marlin snatches up e-commerce optimization platform Lengow – TechCrunch

French startup Lengow has a new landlord as Marlin Equity Partners has acquired a majority stake in the company. Lengow operates a software-as-a-service platform to optimize e-commerce listings. Terms of the deal are undisclosed.

In particular, many sellers now list their items on multiple e-commerce websites at once. For instance, a company could have its own e-commerce website and also sell products on Amazon, eBay, etc. And you may have noticed the same third-party sellers on different marketplaces.

Manually listing items across multiple e-commerce platforms would be extremely tedious. Behind the scenes, Lengow tries to automate as many steps as possible. First, you can import your products by connecting Lengow with your product information management system (PIM) or your e-commerce back end — it can run on Akeneo, Shopify, Magento, WooCommerce, etc.

You can then publish your products on multiple sales channels at once. It can be a marketplace, a price comparison website, a social network or an adtech platform. Examples include Amazon, Google Shopping, Criteo, Instagram, etc.

Lengow also helps you track orders, create rules when you’re running low on stock and manage your advertising strategy. Essentially, it’s the glue that makes all the moving parts of e-commerce stick together. There are 4,600 merchants using Lengow globally.

Marlin describes the deal as a growth investment. The firm plans to increase the value of Lengow in the coming years as it hasn’t reached its full potential yet. “We are looking forward to leveraging our operational and financial resources to support Lengow’s growth trajectory and continued international expansion,” Marlin principal Roland Pezzutto said in a statement.