Amplience, an eCommerce software platform, has secured $37m (£26.57m) Series C funding led by Octopus Ventures.

Founded in London in 2008, Amplience has created a SaaS platform for retail brands to try and drive sales. It functions as a content manager, supporting editorial features and blogs, shoppable videos and lookbooks, rich product configurators and campaigns. 

This latest cash injection will be used to expand sales and marketing and develop the platform that intends to streamline the shopping experience. 

James Brooke, founder and CEO of Amplience, commented on the funding announcement: “We would like to thank our customers, partners and investors for the confidence they have placed in us.

“2017 was an amazing year in terms of growth and innovation. No other software vendor is able to provide the range of content production, management and delivery capabilities, from the cloud, that branded manufactures and retailers need in order to compete in a mobile-first world.”

London and New York based venture capital firm Octopus Ventures, which counts graze.com, Eve, Magic Pony, Secret Escapes, Sofar Sounds in its repertoire, has backed Amplience since 2011, when it led its £1.6M Seed round.

Jo Oliver, investment director at Octopus Ventures, explained the decision: “All retail businesses are waking up to a new era, one in which the customer is in control.

“The Amplience team is absolutely focused on the future of content and asset management – and we’re delighted to once again lead the investment round and support their ambitious plans to become the leading platform for brand and retail engagement.”

The funding follows the launch of Amplience’s API Content Management System (CMS), which integrates with retail systems like eCommerce to improve the mobile shopping experience.

According to the company, it does so by speeding up content production cycles and simplifying the management and delivery of image and videos. 

In 2017, Amplience launched over 20 new cloud-platform features, which vastly increased traffic. In November 2017 the company says it delivered 171 billion content objects, which at peak was 154,000 requests per a second – supporting over 2 million shopper journeys per hour.

Amplience counts Boohoo, Nelly and Mulberry among its customers.