Ecommerce intelligence startup Ometria nets $500K

Ecommerce 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 CTO Terry Parsons; ecommerce guru and CEO of Sales Logiq Dr. Mike Baxter; and VP Digital at Alex and Alexa Elisabeth Ling in advising the London-based company’s board.

The new funding comes from a number of notable names in the worlds of ecommerce and SaaS, including Andreas Andreou, the 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.

Ali 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. 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 Dr.Mike Baxter and Elisabeth Ling as an advisor to Ometria’s board.”

About Ometria

Ometria ( was founded in London in February 2013 and provides online retailers with a SaaS solution which helps them better understand customer journeys and product performance in real time.

Ometria was founded by serial entrepreneurs and Innova Kapital founder partners Ivan Mazour and Djalal Lougouev, along with travel and technology entrepreneur James Dunford Wood and statistical computer science PhD Alastair James.