INSUBCONTINENT EXCLUSIVE:
Convert Group, a startup based in Athens that offers a SaaS to help FMCG (fast-moving consumer goods) brands understand how they are
investment platform (an initiative created by cooperation between the Hellenic Republic and EIF)
It is the first time the otherwise bootstrapped company has taken external funding since being founded in 2014 and initially offering
up real-time aggregated data to its own FMCG brand clients.Rather than compete with marketing insight giants Nielsen and IQVIA, it has
FMCG online sales were increasing
We created a platform called eRetail Audit that connects to the online retailer in real-time, on a data-for-data free model, and we managed
claims to have grabbed the entire Greece market, one year since pivoting from consultancy to a SaaS model (a move Gezerlis attributes to
startup).Two years later, Convert Group expanded to Italy and Spain and has annual contracts that include 10 out of the 15 biggest FMCG
Palmolive, Piere Fabre, Abbott and others
The SaaS offers three layers to e-commerce businesses: e-commerce product content distribution from manufacturers to online retailers
(photos, videos, ingredients, SEO optimised descriptions, characteristics, searchable terms - category suggestions); e-commerce content
compliance - availability monitoring by manufacturers; and onsite and off-site tracking of e-commerce activations by manufacturers - online
retailers such as newsletters, social media posts, onsite display banners and Google AdWords text ads.And just last week, Convert Group
It is initially targeting the consumer healthcare industry and key account data for online pharmacies, but will soon expand to more
e-commerce verticals such as online grocery and online beauty products.
