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

French startup Lango As is a new landowner Marlin Equity Partners Has acquired majority stake in the company. Lengow operates a software-as-a-service platform to optimize e-commerce listings. The terms of the deal are undisclosed.

In particular, many vendors now list their items on multiple e-commerce websites simultaneously. For example, a company can have its own e-commerce website and also sell products on Amazon, eBay, etc. and you may have seen the same third party sellers on different marketplaces.

Manually listing items on many e-commerce platforms will be extremely tedious. Behind the curtain, Lengo tries to automate as many steps as possible. First of all, you can import your products by combining Lego with your Product Information Management System (PIM) or your e-commerce back end – it can run on Aceno, Shopify, Magento, Vucommerce and more.

You can then publish your products on multiple sites simultaneously. It can be a marketplace, a price comparison website, a social network or an edtech platform. Examples include Amazon, Google Shopping, Crito, Instagram and more.

When you are running low on stock and manage your advertising strategy, Lango also helps you track orders, make rules. Essentially, it is the glue that makes all the moving parts of the e-commerce stick together. There are 4,600 traders globally using Lego.

Marlin described the deal as a growth investment. The firm has plans to increase the value of lengue in the coming years as it has not yet reached its full potential. Marlin head Roland Peizuto said in a statement, “We are moving forward to leverage our operational and financial resources.