London-based Ascential buys Berlin startup to expand European operations

London-based analytics and e-commerce company Ancestry acquired the Berlin company Sellicsa media services provider for challenger brands that trade on Amazon, for an undisclosed amount.

Founded by Francois Jordan, Josef Vataman and Thomas Cordel in Berlin, Sellics offers a combination of ad spend optimization, campaign automation and profit analytics to brands selling on Amazon in the US and Europe.

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

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

Franz Jordan, co-founder and CEO of Sellics, added, “We are thrilled to be part of the Ascential family and to partner with Perpetua. With our combined product offering as well as our global market presence, we are uniquely positioned to help our customers succeed in marketplaces such as Amazon and Walmart.

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