E-commerce startup Ometria raises extra $500k and adds Huddle co-founder and CEO to board


E-commerce intelligence startup Ometria has secured a further $500,000 in seed funding and added Huddle co-founder and CEO Ali Mitchell – previously an investor in the company – to its board.

The additional funding brings the total seed investment secured by Ometria to $2m. Mitchell joins 192.com CTO Terry Parsons; e-commerce guru and CEO of sales logiq Mike Baxter; and Elisabeth Ling, VP digital at Alex and Alexa, in advising the London-based company’s board.The new funding comes from a number of notable names in the worlds of e-commerce and SaaS, including Andreas Andreou, commercial director at Quidco; James Bromley, COO of Swiftkey; the founder of Boticca, Kiyan Foroughi; Wolf & Badger co-founders George and Henry Graham; Skimlinks co-founders Alicia Navarro and Joe Stepniewski; as well as early stage technology VC fund SaatchInvest.
The funding will be used to accelerate the development of Ometria’s SaaS platform, which helps retailers understand the data generated by customer interactions and transactions and enables them to better target existing – and attract new – customers.It provides retailers with both insights and actions relating to visitor behaviour and product performance in a way that spreadsheets and web analytics tools can’t, helping them boost customer loyalty and repeat purchase rate, as well as identify which products aren’t being marketed correctly.
Mitchell said: “Building any successful retailer is all about finding and keeping hold of the right customers. At Dunhumby, we built a whole business around this concept. We wanted to know exactly what customers were looking for, where they wanted it, and how much they were willing to pay for it. And we helped turn large household brands like Tesco into customer-centric organisations in the process. Now, Ometria is democratising customer insight for retailers – providing the same level insights for businesses of all sizes. It’s a fantastic product, with a great team behind it. That’s why I’m really excited to announce that today I’m joining the likes of Mike Baxter and Elisabeth Ling as an advisor to Ometria’s board.”
Ivan Mazour, co-founder and CEO of Ometria, said: “We’re delighted to welcome Ali to Ometria’s team. His knowledge and experience of scaling groundbreaking technology businesses will be invaluable as our company moves into its next phase. We’ve received backing on a practical and financial level from so many respected figures in the ecommerce, SaaS and technology sectors who can see what we are doing is filling a real need for retailers. No other platform provides such comprehensive insights that help retailers acquire and retain customers, ultimately boosting revenues and profits.”
Current customers of Ometria include high-growth furniture retailer Swoon Editions; fashion brand Bench; beauty brand Charlotte Tilbury; and 230-year-old knitwear brand John Smedley. The Ometria ecommerce intelligence solution is compatible with the most commonly-used ecommerce platforms, including Magento, Shopify and Hybris, taking just a few minutes to connect. Clients are charged on a monthly subscription basis.Existing investors in Ometria include Shutl’s ex-CMO Guy Westlake; Sean Cornwell, chief digital Officer at Travelex; Tim Jackson, the founder of QXL; Kelkoo founder Phil Wilkinson and Charles Grimsdale, partner at Eden Ventures. Huddle’s other co-founder, Andy McLoughlin, is also an investor.