Ireland’s Content Llama brings in €2.5 million, automates the messy business of online merchandising

Content Llama co-founders Joleen Looney and Karina Kelly. Photo: Andrew Downes
dan@tech.eu

Donegal, Ireland-based Content Llama has raised €2.5 million. The startup provides a “content configuration technology” service that automates the collection, configuration, and delivery of product content for e-commerce retailers. The funding will serve to continue the company’s growth via 20 new hires over the coming year.

As we’ve seen time and time again, over the course of the pandemic, e-commerce has exploded. From major brands to side hustles, the sheer amount of online sellers is astounding. In 2020, global e-commerce sales grew 27.6 percent compared to the previous year.

In a marketplace with so many merchants all vying for the attention of would-be consumers, standing out from the crowd is crucial. Realising that the merchandising component of e-retailing can be one of the most time-consuming processes, Content Llama founders Karina Kelly and Joleen Looney got a jump on the game and started developing a system that could automate the process, thereby giving clients a competitive advantage.

Today, with a team of 42, Content Llama ​​simplifies the process for retailers by optimising, let’s say less than perfect images and descriptions of products, and presents them in formats that the company has 20+ years of collective experience with.

The Irish firm counts over 3,600 partnerships with glocal brands including L’oreal and The North Face, alongside outlets including Walmart, Aer Rianta International, and Lifestyle Sports amongst its client base, and is aggressively seeking new collaborations, particularly in the US market.

Offering a three tiered service system, Baby Llama with handle up to 2,000 products, Kid Llama, 2,001 – 5,000 products, and Mama Llama 5,000+ products. And the numbers don’t lie: a Mama Llama customer reported a 22% better conversion rate, a Kid Llama reported a savings of €46,250 within one year, while overall customer engagement across all offers has increased, on average, by 35%.

Content Llama’s new finding arrives via family office Elkstone Partners and The Western Development Commission, who join existing investor Enterprise Ireland.

“Online retailers are crying out for solutions to make selling as frictionless as possible and we’ve witnessed firsthand how Content Llama is removing pain points and increasing efficiency for its customers,” commented Elkstone’s Kate Fullen. “With a global problem at hand and the global ambition to match it, the future for Content Llama is hugely promising.”

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