35up
35up is a Berlin-based B2B SaaS provider of real-time cross-selling algorithms for European e-commerce retailers. Its recommendation engine processes behavioral data to optimize product suggestions, lifting conversion rates and average order values. Now part of Sovendus, serving 3,000+ tier-1 brands.
- Company typePrivate
- Founded2021
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What 35up does
35up GmbH is a Berlin-based B2B SaaS provider founded in 2021 by Klaus Wegener, Fabian Louis, and Victor Schröder that builds data-driven cross-selling technology for European e-commerce retailers. The company's core product is a real-time recommendation algorithm that ingests structured behavioral signals — purchase history, browsing patterns, and cart contents — to optimize product suggestions, with the stated objective of increasing conversion rates, average order values, and customer lifetime value for online shops.
The platform was distributed as a quote-based SaaS solution targeting European e-commerce businesses, with a sales-led go-to-market motion. Across 2021 and 2022 the company raised approximately €8.3 million in seed funding from Dieter von Holtzbrinck Ventures, Coparion, and Capnamic Ventures (including a €5M round in September 2022 led by Capnamic). Headcount at the time of acquisition was in the 11–50 range.
In 2026, 35up was acquired by Sovendus GmbH, a European brand partnership platform supporting over 3,000 tier-1 brands including IKEA, HelloFresh, and Samsung. The acquisition integrated 35up's cross-selling algorithm into Sovendus's broader performance portfolio — Voucher Network, Checkout Benefits, Optimize, email marketing, and lead generation — providing distribution reach materially larger than what a standalone startup could achieve. Co-founder Klaus Wegener transitioned to an advisory role at Sovendus following the transaction, marking a successful exit for founders and early investors.
35up firmographics
Firmographics- Name
- 35up
- Legal name
- 35up GmbH
- Website
- https://35up.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- 35up is a Berlin-based B2B SaaS provider of real-time cross-selling algorithms for European e-commerce retailers. Its recommendation engine processes behavioral data to optimize product suggestions, lifting conversion rates and average order values. Now part of Sovendus, serving 3,000+ tier-1 brands.
- Ownership category
- akta.pro rank
35up industry classification
Industry- Product category
- E-commerce Personalization Software
- NAICS
- Beer, Wine, and Liquor Retailers (44532), General Merchandise Retailers (455)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Cross-border Dropshipping & Sourcing Platforms (CRAFAJAD)
Keywords
Where 35up is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
35up business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- SaaS Platform for E-commerce Revenue Optimization: 35up generates revenue through its software platform providing cross-selling and upselling technology to e-commerce businesses, optimizing their conversion rates and average order values.
Go-to-market motion1 record
Distribution channels1 record
35up product offering
Product offeringCore offering
35up provides a data-driven cross-selling algorithm that optimizes product recommendations in real time for e-commerce retailers. The software is integrated into online checkouts to increase conversion rates, average order values, and customer lifetime value. Following the 2026 acquisition by Sovendus GmbH, the technology is now distributed through the Sovendus network providing access to thousands of online shops across Europe.
Product overview
35up operates as a single unified product offering focused on revenue optimization through intelligent cross-selling technology. The core product is a data-based cross-selling algorithm that optimizes product recommendations in real time. As of 2026, 35up has been acquired by Sovendus and its technology is being integrated into the Sovendus network, providing access to thousands of online shops across Europe.
Differentiator
Problem solved
Functional benefit
Products and services
- 35up Cross-Selling Technology
Quantifiable outcome
- Significantly increases conversion rates
- +2 more outcomes
Companies that use 35up
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
35up technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature1 record
35up partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SovendusflagshipSovendus GmbH acquired 35up in 2025, integrating 35up's cross-selling technology into Sovendus's network of over 3,000 tier-1 brands including IKEA, HelloFresh, and Samsung. This represents a successful exit for 35up founders and investors after building a leading data-driven cross-selling technology provider for European e-commerce.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
35up competitors and assessment
Company assessmentDirect peers
- Nosto: Direct competitor in e-commerce personalization and product recommendations, serving mid-market and enterprise online retailers globally with a similar AI-driven cross-sell/upsell SaaS offering.
- Dynamic Yield (Mastercard): Enterprise personalization and recommendation engine for digital commerce; directly comparable in cross-selling, upsell, and conversion-rate optimization use cases across the same e-commerce customer base.
- Bloomreach: Commerce-focused personalization platform with product recommendations, search, and content; overlaps with 35up's cross-sell functionality for enterprise European e-commerce retailers.
- Constructor: AI-first search and product discovery/recommendation platform for e-commerce, competing in the same product-recommendation-at-checkout and category-page slot.
- Clerk.io: European e-commerce personalization SaaS offering cross-sell, upsell, search, and recommendations — strong overlap with 35up's positioning in mid-market European online retail.
Emerging players
- Recombee: AI recommendation engine sold via API to e-commerce and media customers, with similar real-time cross-sell algorithmic focus but broader horizontal reach beyond retail.
- Lykdat: Visual and product recommendation engine for fashion and lifestyle e-commerce, targeting similar mid-market retailers with AI-driven cross-sell.
- Breinify: AI personalization and product recommendations for e-commerce, with focus on real-time, behavior-based offers comparable to 35up's algorithm.
Broad incumbents
- Algolia Recommend: Broader commerce search and discovery platform that bundles product recommendations alongside search; competes indirectly via the same merchandiser buyer persona.
Others
- Sovendus: Parent acquirer and adjacent partner — Europe's leading brand-partnership platform serving 3,000+ tier-1 brands via voucher, checkout-benefits, and lead-gen products; closest ecosystem peer given full integration.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
35up social profiles
Digital presence35up financial estimates
Financial estimateRevenue estimate
Valuation estimate
35up leadership team
Management profileNumber of profiles
Profiles4 records
35up funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
35up M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 35up
What does 35up do?
35up provides a data-driven cross-selling algorithm that optimizes product recommendations in real time for e-commerce retailers. The software is integrated into online checkouts to increase conversion rates, average order values, and customer lifetime value. Following the 2026 acquisition by Sovendus GmbH, the technology is now distributed through the Sovendus network providing access to thousands of online shops across Europe.
Is 35up a public or private company?
35up is a private company. It is classified as corporate owned and is currently acquired.
When was 35up founded?
35up was founded in 2021. It employs 11 to 50 people.
Where is 35up based?
35up is headquartered in Berlin, Germany, in the Europe region.
How does 35up make money?
One revenue line is on record: saaS Platform for E-commerce Revenue Optimization.
Who are 35up's main competitors?
Direct peers on record are Nosto, Dynamic Yield (Mastercard), Bloomreach, Constructor and Clerk.io. Emerging players are Recombee, Lykdat and Breinify. Algolia Recommend is listed as a broad incumbent. Sovendus is listed as an others.
Does 35up have an API?
No public API is recorded for 35up.
What industry is 35up in?
35up's product category is E-commerce Personalization Software. Its primary akta.pro industry code is CRAFAJAD, Cross-border Dropshipping & Sourcing Platforms. Its NAICS code is 44532 and its SIC code is 7370.