Germany’s Productsup acquires Dutch-based World of Content: Know what it means for customers



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Berlin-based Productsup, a product-to-consumer (P2C) software company, announced that it has acquired Dutch-based World of Content, a company that claims to be one of the fastest-growing content management platforms in Europe.

The acquisition follows Productsup’s Series B funding round of more than €65M led by Bregal Milestone and Nordwind Capital. The funds are to  be used to focus on product development and pursue additional merger and acquisition opportunities.

Productsup boasts a gross revenue retention rate above 90 per cent and a net revenue retention rate above 120 per cent.

World of Content says its ARR grew by nearly 300 per cent in the last 12 months and 92 per cent of its generated business is recurring revenues.

Delivering tailored content automatically

Founded in 2019 by Stefan van Vugt and Koen Looijmans, World of Content powers e-commerce through smart content management services. The platform claims to provide usability, flexibility, and speed in managing product content, better than any other conventional provider.

Working with more than 1,500 brands and retailers, the company enables secure content recognition, content segmentation, and product stories. This helps businesses to automatically deliver the “perfect” content that is tailored to individual customers worldwide.

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Founder Koen Looijmans says, “I’m proud of what we built and how fast we’ve grown at World of Content, and I’m fully confident that joining Productsup is our best move forward. Our companies share the same vision for bringing order to the commerce space by helping companies gain back control over their brand presence, so combining forces allows us to continue delivering on that promise as a united front.”

Aim of this acquisition

With World of Content’s product content syndication (PCS) capabilities, vendor-retailer collaboration, and full GDSN support to its P2C platform, Productsup aims to strengthen its position as the only global, scalable solution that offers quality product information to consumers and power frictionless commerce experiences.

World of Content offers product content syndication capabilities and in-depth knowledge to the Productsup P2C platform. The company’s features include smart content recognition and segmentation and is trusted by brands and retailers such as AB InBev, Beiersdorf, GlaxoSmithKline (GSK), and L’Oreal.

Customers, partners, and other stakeholders of Productsup and World of Content will gain from the deal in the following ways:

  • Enhanced product data delivery: GS1 Global Data Synchronisation Network (GDSN) support for Productsup guarantees that product information is communicated effectively and securely across trading partners in accordance with national and international standards.
  • Expanded global footprint: The combined market operations stretch Productsup’s reach further across Europe, North America, and ANZ as well as creates new business opportunities in other regions.
  • Increased resources: World of Content’s team will be fully integrated with Productsup, providing additional talent and knowledge bases to support customers and research and development.
  • Verticalised expertise: together, the companies will expand their service to new sectors, such as fast-moving consumer goods, beauty, OTC drugs, consumer electronics, and industrial.
  • Collaboration: Communication and collaboration between brands and retailers will be able to take place within the Productsup platform.

Productsup’s CEO, Vincent Peters, says, “In a fast-changing market, World of Content’s accelerated growth is extremely impressive. Combining their talent and high-performing software with our existing PCS capabilities provides companies with a unique commerce solution that can further improve channel performance, expand market reach, and maximise global sales. This acquisition better positions both of our customers to deliver on their P2C strategy and overcome commerce anarchy.”

About Productsup

Founded in 2010 by Johannis Hatt (currently, Advisory Board Member) and Kai Seefeldt, Productsup says it frees brands, retailers, service providers, and marketplaces from commerce anarchy. 

The company’s product-to-consumer (P2C) platform processes over two trillion products a month, empowering long-term business success as the global, strategic, scalable platform managing all product-to-consumer information value chains across any platform. 

Since its inception, Productsup has grown to over 300 employees and works with over 900 brands, including IKEA, Sephora, Beiersdorf, Redbubble, and ALDI.


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Vishal Singh

Vishal Singh is a News Reporter and Social Media Marketing Lead at Silicon Canals. He covers developments in the European startup ecosystem and oversees the publication's social media presence. Before joining Silicon Canals, Vishal gained experience at the Indian digital media outlet Inc42, contributing to its growth with insightful content. Despite being a college dropout, his passion for writing has driven his career in journalism.

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