London-based Ascential buys Berlin startup to expand European operations

London-based analytics and e-commerce company Ascential has acquired Berlin-based Sellics, a provider of media services to challenger brands trading on Amazon, for an undisclosed sum.

Founded by Franz Jordan, Josef Vataman and Thomas Ropel in Berlin, Sellics provides a mix of advertising spend optimisation, campaign automation and profit analytics to brands that trade on Amazon across the U.S. and Europe.

Sellics will be incorporated with Ascential’s Digital Commerce business unit’s challenger brand expert Perpetua to increase its penetration in the European market. Sellics’ objective is to make Amazon Advertising for e-commerce firms easier and more time-consuming while also enhancing their advertising performance and growing their business.

Duncan Painter, CEO, Ascential said: “Sellics’ strong presence in the European challenger market and engineering expertise will accelerate Perpetua’s growth outside its existing US operations, while Perpetua itself will provide exciting growth opportunities for the Sellics’ customer base through its advanced product set.”

Franz Jordan, co-founder and CEO, Sellics, added: “We are excited to become part of the Ascential family and to join forces with Perpetua. With our combined product offering as well as our global market reach, we are in a unique position to help our customers succeed on marketplaces such as Amazon and Walmart.”