Diatly

What Diatly does

Diatly is a Paris-based e-commerce and marketplace agency founded in 2012 that enables brands and manufacturers to operate across European marketplaces without requiring in-house technical expertise. Operating within the Virtuology Group collective, the company delivers end-to-end services spanning strategic consulting, full-service marketplace management, Amazon Seller/Vendor hybrid management, advertising performance (including Sponsored Products, Sponsored Brands, Amazon DSP, and Amazon Marketing Cloud), and distribution services operating as Merchant of Record or commission-based seller across 15+ European marketplaces including Amazon, eBay, Zalando, Cdiscount, FNAC Darty, ManoMano, Bol, VeePee, OTTO, and Allegro.

The company's technical stack combines proprietary internal data bridges — developed over 10+ years for catalog, stock, and order synchronization between seller systems and marketplaces — with integrations across all major feed aggregators, achieving a 95% average publication rate. It maintains tier-one platform credentials including Amazon EU Agency Platinum Partner and Amazon Advertising Advanced Partner status (cited as rare), plus certified partnerships with Lengow, Cdiscount, and TikTok Shop. Vertical expertise covers pet, DIY, electronics, toys, fashion, cosmetics, accessories, and childcare segments.

Diatly's business model rests on three revenue streams: (1) professional services and consulting fees on quote-based, typically multi-year contracts; (2) advertising management fees from campaigns across Amazon Ads (managing budgets exceeding €10M) and other platforms; and (3) transaction-based revenue from distribution services where the company acts as merchant of record or commission-based seller. The sales-led GTM targets enterprise brands and manufacturers, with notable clients including L'Occitane, Mondelez International, Samsonite, ASSA ABLOY, Villeroy & Boch, Babolat, Weleda, IKKS, Hansgrohe, Beko, Zippo, KS Tools, Opinel, and others. The company is privately held with no public revenue disclosure; a $2.47M funding round was completed in February 2018 led by BREEGA.

Name

Diatly

Legal name

eTAIL Agency

Website

https://diatly.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Diatly is a Paris-based e-commerce agency, part of Virtuology Group, that helps brands sell across 15+ European marketplaces including Amazon, eBay, Zalando, and TikTok Shop via strategy consulting, marketplace management, advertising, and distribution services for enterprise clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Agency Services and Consulting: Strategic consulting, marketplace management, and professional services including team training and ongoing advisory
2. Amazon Advertising Management: Manages Amazon Ads budget exceeding 10M EUR across Sponsored Products, Sponsored Brands, and Amazon DSP
3. Distribution Services: Acts as Merchant of Record or commission-based seller for brands wanting marketplace presence without direct selling

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Diatly (operating as eTAIL Agency) is a Paris-based marketplace agency that helps brands and manufacturers sell and grow on Amazon and 15+ European marketplaces without requiring deep technical expertise. It delivers five core service lines — Strategy & Consulting, Marketplace Management, Amazon Vendor/Seller Management, Advertising Performance (Amazon Ads/Amazon DSP), and Distribution (Merchant of Record) — supported by proprietary internal data-exchange tools and feed-aggregator expertise.

Product overview

eTAIL Agency is a marketplace agency operating as a unified platform-plus-modules architecture with five core service offerings. The core platform encompasses Strategy & Consulting, Marketplace Management, Amazon Vendor/Seller Management, Advertising Performance, and Distribution services. Supporting modules include proprietary Internal Technology Tools (custom data bridges for catalog, stock, and order synchronization) and Feed Aggregators management. The agency leverages AI technology investments and serves as an extension of client teams, managing operations across 15+ European marketplaces including Amazon, eBay, Zalando, Cdiscount, Fnac Darty, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy & Consulting (Stratégie & Conseil) Strategic consulting services including market studies, P&L construction, 1P vs 3P analysis, catalog audits, and team training for Amazon and marketplace operations, targeted at brands and manufacturers.
• Marketplace Management (Agence Marketplace) Full-service marketplace management covering product catalog structuring, logistics, B2C customer service, billing, marketing campaign management, and sales growth levers across multiple European marketplaces.
• Amazon Vendor & Seller Management Dedicated Amazon platform management including Vendor, Seller, and Hybrid (1P/3P) profitability optimization, commercial negotiations, catalog management, A+ content, Brand Store, Brand Story, and Pan-European sales expansion.
• Advertising Performance

Quantifiable outcome

• 40% growth for clients in 2025
• +3 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Virtuology GroupcoreStrategic or Co-development PartnereTAIL Agency is part of Virtuology Group, a European collective of digital marketing, e-commerce, AdTech and AI experts. This provides synergies including specialized marketplace expertise, data-driven strategies, AI technologies, and international teams.
• AmazoncoreTechnology or IntegrationPlatinum Partner, Seller Central Partner Network member, and Amazon Advertising Advanced Partner. Full integration capabilities for Amazon Seller, Vendor, and hybrid operations including DSP and advertising solutions.
• LengowmajorTechnology or IntegrationCertified partner for Lengow feed aggregator platform enabling catalog publishing across multiple marketplaces.
• CdiscountmajorChannel Partner/ Reseller/ DistributorCertified partner for Cdiscount marketplace operations in France.
• TikTok ShopmajorChannel Partner/ Reseller/ DistributorOfficial partner for TikTok Shop integration and marketplace operations.
• Marketplace Partners (eBay, Zalando, FNAC Darty, ManoMano, Bol, VeePee, OTTO, Allegro)majorChannel Partner/ Reseller/ DistributorPartnership with 15+ European marketplaces for multi-channel distribution and brand presence.
• HansgroheminorChannel Partner/ Reseller/ DistributorDistribution partnership for sanitary and faucet products via marketplace distribution model.
• KS ToolsminorChannel Partner/ Reseller/ DistributorDistribution partnership for professional tools via marketplace distribution.
• AngelcareminorChannel Partner/ Reseller/ DistributorDistribution partnership for baby monitoring and care products.
• BayrolminorChannel Partner/ Reseller/ DistributorDistribution partnership for pool and spa water treatment products.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Eskimoz: Paris-based Amazon Ads and SEO agency operating across Europe. Directly comparable as a similarly sized French marketplace/digital marketing agency serving enterprise brands on Amazon, with overlapping services in Amazon advertising and search optimization.
• ChannelEngine: Dutch marketplace integration platform enabling brands to sell across 700+ channels including Amazon, eBay, Zalando, and Cdiscount. Comparable in the multi-marketplace distribution and feed-aggregation layer where eTAIL Agency also operates.
• Lengow: French feed management and product data platform for marketplace selling. eTAIL is a certified Lengow partner; the two compete/collaborate in the same feed-aggregation and catalog-publishing workflow across European marketplaces.
• Netrivals: European competitive intelligence and marketplace analytics platform for Amazon and major marketplaces. Comparable as a European-headquartered technology provider serving brands that need marketplace performance visibility, overlapping with eTAIL's optimization and reporting services.
• ChannelPilot: German-headquartered marketplace management and feed-automation SaaS. Competes in the same pan-European marketplace distribution and catalog-management space, often serving the same enterprise brand customers as eTAIL.

Broad incumbents

• Publicis Commerce (Publicis Groupe): Global commerce and media network within Publicis Groupe covering Amazon, marketplace strategy, and performance media at scale. A broad incumbent offering the same core services as eTAIL but with much larger global scale, network reach, and enterprise procurement access.
• GroupM (WPP): WPP's media investment group operating commerce and Amazon specialty units globally. Comparable in offering enterprise brands full-stack Amazon and marketplace services, but at a meaningfully larger scale than eTAIL.
• Criteo: Paris-headquartered commerce media and retargeting platform with deep retail-media and marketplace advertising capabilities. Adjacent competitor for brands' marketplace advertising budgets, with a broader portfolio and public-company scale.

Emerging players

• Pacvue: US-origin Amazon advertising and commerce platform with growing European presence, combining SaaS tooling with managed services. Comparable in the Amazon ads and marketplace optimization category, increasingly competing for the same enterprise brand budgets.

Others

• Adyen: Dutch global payments platform used by marketplaces and brands for cross-border commerce. Not a direct competitor but a relevant ecosystem participant: eTAIL's distribution-as-Merchant-of-Record model depends on payment and payout infrastructure like Adyen to operate across European marketplaces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/diatly

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diatly