What Datlinq does

Datlinq operates a cloud-based field intelligence and execution platform serving FMCG brands and retailers across European markets. The platform combines real-time in-store data collection (including photographic evidence) with field execution capabilities delivered through a distributed community of on-demand specialists. Customers use the platform to monitor retail KPIs, run merchandising and sales activities, conduct mystery shopping audits, and generate market intelligence across multiple distribution channels including hypermarkets, pharmacies, bars, restaurants, petrol stations, and convenience stores. Named enterprise customers include Coca-Cola, Heineken, Red Bull, AB InBev, Unilever, Philips, Mars Wrigley, and Kneipp.

The product portfolio follows a platform-plus-modules architecture. The core FMCG Solutions offering is extended by specialized modules: In-store Insights (KPI tracking with photographic evidence), Focus (field team productivity), ROSA (store-issue alerting for sales teams), Salesmapp (mobile support for OOH sales teams), Mystery Shopping (compliance monitoring through anonymous evaluators), Ratings & Reviews (online activation support), Retail Monitors and Market Monitors (retail and OOH trend analysis), and Location Database (geographic intelligence mapping across all distribution channels). A Technical Solutions vertical extends the model to installations and repairs using certified on-demand specialists, with EV charging station deployment as a representative use case. Datlinq holds ISO 27001 (information security management) and ISO 45001 (occupational health and safety management) certifications, signaling enterprise-grade process maturity required for procurement at large CPG companies.

The business model combines subscription-based SaaS contracts with usage-based field services, priced on a quote basis with annual billing cadences for enterprise deals. Distribution runs through consultative direct enterprise sales targeting FMCG headquarters and field operations teams, supplemented by an inside sales motion and a customer portal for existing clients. Marketing is multi-channel, with the website delivered in six European languages (English, Italian, Dutch, French, German, Spanish), content marketing via blog and case studies, and social media presence across LinkedIn, YouTube, Instagram, Facebook, and TikTok. The company is headquartered in Rotterdam, Netherlands, was founded in 2000, and operates with 51-100 employees.

Name

Datlinq

Legal name

Roamler B.V.

Website

https://datlinq.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Datlinq operates a cloud-based field intelligence and execution platform serving FMCG brands and retailers across Europe, combining real-time in-store data collection with a community of on-demand specialists to deliver merchandising, mystery shopping, market monitoring, and technical installation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Roamler provides a cloud-based platform for FMCG brands and retailers to gather in-store insights, execute field operations, and monitor retail performance. The platform appears to operate on a subscription model with enterprise contracts for HQ-level strategic recommendations and KPI tracking.
2. Field Services & Merchandising: On-demand field execution including merchandising, sales coverage, and technical installations using a community of certified specialists. Revenue derived from service delivery fees for store visits, coverage of vacancies, and on-demand merchandisers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Datlinq provides a cloud-based field intelligence and execution platform for FMCG brands and retailers, combining a crowdsourced field-agent network with software tools for in-store data capture, visual merchandising audits, mystery shopping, ratings-and-reviews monitoring, and quality assurance of retail execution agencies. Its solutions are sold to consumer-goods manufacturers and retailers who need real-time visibility into product availability, shelf compliance, pricing and in-store execution across European stores.

Product overview

Roamler operates as a unified platform-plus-modules architecture for FMCG brands and retailers, combining a core data collection and field execution platform with specialized add-on modules. The core FMCG Solutions platform enables real-time data gathering across all European distribution channels (hypermarkets, pharmacies, bars, restaurants, petrol stations, convenience stores). Specialized modules include In-store Insights for KPI tracking, Focus for field team productivity, Mystery Shopping for compliance monitoring, Merchandising & Sales for on-demand execution, and ROSA for issue alerting. Additional intelligence modules (Retail Monitors, Market Monitors, Location Database) provide market trend analysis and geographic insights, while Salesmapp supports mobile Out-of-Home sales operations. The Technical Solutions vertical extends the platform to technical installations and repairs using certified on-demand specialists.

Differentiator

Problem solved

Functional benefit

Brands

• ROSA: Alert system for sales team on stores with issues
• Salesmapp
• Focus
• In-store Insights
• Ratings & Reviews
• Retail Monitors
• Market Monitors
• Location Database
• Mystery Shopping

Products and services

• FMCG Solutions Industry-specific suite of field intelligence and execution capabilities packaged for FMCG manufacturers, covering in-store execution, compliance and shopper insights.
• In-store Insights Visual category management and compliance intelligence solution that turns in-store imagery and on-shelf data into actionable insights for retail and brand teams.
• Focus Real-time retail auditing product that lets brands define checklist-based store inspections executed by field agents and surfaced live in dashboards.
• Mystery Shopping Managed mystery-shopping service that measures customer experience, store standards and sales execution via trained field agents.
• Merchandising & Sales Outsourced merchandising and in-store sales-execution service delivered through Datlinq's field network for FMCG clients.
• Salesmapp Mobile sales-execution application that equips field sales teams with route, visit and order-management functionality on smartphones and tablets.
• ROSA Independent quality-assurance solution that audits and benchmarks the in-store execution work delivered by third-party merchandising agencies.
• Ratings & Reviews Continuous monitoring and analytics service for online product ratings and reviews, used to track consumer sentiment and content issues.
• Retail Monitors Continuous e-commerce content-compliance monitor that checks product content, imagery and listings across retailer webstores.
• Market Monitors Continuous product-availability monitor that tracks in-shelf presence, stock-outs and assortment across retail stores.
• Location Database Managed store-location database covering European retail outlets, used for field routing, monitoring and coverage planning.
• Technical Solutions Integration and custom-development offering that connects Datlinq's field intelligence platform with client CRM, BI and merchandising systems.

Quantifiable outcome

• Rapid review creation for new product online activation
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Planorama: Europe-based computer-vision and shelf-intelligence provider for CPG brands and retailers. Direct competitor on automated in-store image analysis.
• Trax: Singapore-headquartered provider of image-recognition-driven retail execution and in-store analytics for global CPG brands. Most direct comparable on the data-and-insight side of the model.
• Movista: US-based retail execution and workforce management platform used by CPG brands for store-level task management, merchandising, and audits.
• Repsly: Field execution and merchandising platform for CPG brands, focused on store visits, audits, and mobile data collection. Closely mirrors the merchandising/audit portion of the offering.
• StayinFront: Provider of field-force automation and CRM software for the consumer goods industry, supporting mobile sales, retail execution, and merchandising workflows.
• AFS Technologies: French retail execution and trade-marketing platform serving European FMCG manufacturers with field-force automation, merchandising, and store-audit capabilities.

Broad incumbents

• Circana (formerly IRI and The NPD Group): Large-scale consumer and retail intelligence provider for CPG manufacturers. Competes on market monitoring, retail measurement, and category insights for the same blue-chip FMCG accounts.
• Edge by Ascential: Global e-commerce and retail intelligence platform from Ascential serving large brand owners with market and shelf data. Competes on the market-monitors/location-intelligence layer.
• NielsenIQ: Global measurement and data-analytics provider for consumer goods, offering retail measurement, panel data, and shelf-level insights adjacent to the FMCG intelligence offering.

Emerging players

• Pensa Systems: Computer-vision and AI startup delivering automated shelf visibility and out-of-stock detection for retailers and CPG brands. Emerging substitute for crowdsourced photo audits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@roamler
• Facebookfacebook.com/RoamlerUK
• LinkedInlinkedin.com/company/roamler
• Instagraminstagram.com/roamlernl
• TikToktiktok.com/@roamler_app
• Xx.com/Datlinq

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Datlinq