Building Europe’s leading product experience platform through the merger of Demoup and Cliplister

Building Europe’s leading product experience platform through the merger of Demoup and Cliplister

Cliplister, a leading European digital asset management company, today announced that it joined forces with Demoup, a leading product experience and video platform.

The transaction highlights Technology Return´s M&A experience in successfully advising technology-driven founders and companies: with this deal in the thriving B2B SaaS industry and our second deal in this segment within 4 month.

Additionally the deal underlines our expertise to realize value through relevant M&A advice for a combination of superior strategic partners.

Tombstone SaaS

Headquartered in Kiel, Germany, the Cliplister Digital Asset Management Platform (DAM) delivers interfaces, tools and workflows to create a unified brand experience across all online channels. Trusted by the world’s top brands Cliplister has developed a fast, scalable application for the secure processing of any asset. Image quality is verified and enhanced through an AI-supported editorial process. Automated workflows take any asset step-by-step through this innovative process. The Cliplister solution offers a powerful platform for delivering images, video, 360-degree, 3D and extended reality content and for customers and partners a legally secure process for the avoidance of any licensing disputes. Each individual asset requires an extensive data set managed through the Cliplister efficient and quality-assured data structure for seamless distribution. The AI-based configuration of multiple parameters is the key to successful, intelligent use of a large number of assets.

Headquartered in Berlin, Germany, the Demoup platform provides a solution for the future of visual e-commerce. Online shoppers love to watch product videos and Demoup is delivering videos to every advanced online shop. The management has built a product video platform that takes out all the hassle and obstacles that prevented the video breakthrough in ecommerce. DemoUp allows online retailers to integrate thousands of videos completely automated into their product page and it helps manufacturers and brands to multiply their video audience. Taking care of all the work in the background (collecting and processing videos, matching of videos and product pages, worldwide streaming on all end devices) and make the use of product videos very comfortable.

The combination of the two Germany-based platforms DemoUp and Cliplister creates Europe’s leading Product Experience Platform, while providing manufacturers and retailers with the creation, management and distribution of various content formats. Under the joint name DemoUp Cliplister, the two companies are bundling their international customer portfolios and technological setup to create Europe’s leading platform in the field of product experience management. The new software-as-a-service SaaS platform has over 300 connected online stores – including market leaders such as Otto, Coop, Fnac, … – and more than 2,000 brand manufacturers, including Microsoft, Samsung, Philips and Bosch.

As a result of the merger, DemoUp Cliplister is massively expanding its technological features. These include, for example, the possibility for brands to distribute 3D and augmented reality content to connected stores in addition to videos, the automatic optimization of image files to avoid long loading times for store pages, and the use of AI technology for automatic content screening and management.

DemoUp Cliplister is already active in over 25 countries worldwide – with a focus on Europe and is aiming for further internationalization while offering many new value propositions and benefits to existing and future customers.

The combined group will seek to transform the PXM industry, providing global brands with an integrated solution that reduces complexity, increases content quality, and automates the digital asset, content and product experience management process.


Product experience management is becoming a critical success factor for brands and retailers

Looking at many retailers and brands, Nader El Ali sees a lot of room for improvement and optimization when it comes to offering customers a full multimedia product experience. “Ever-faster production cycles and changing customer preferences require the ongoing creation of new product content by brands and the continuous updating of content by retailers. Manual transfer of content between brands and retailers is extremely time-consuming. With DemoUp Cliplister, brands can distribute their content to all international retailers on the platform simultaneously at the push of a button”, says Nader El Ali.

In addition, brands and online retailers have a wide range of controlling and tracking options at their fingertips, such as how video views or how the bounce rate develops when a video is shown. This information can be used to improve the product presentation on an ongoing basis. DemoUp Cliplister also offers a digital asset management system specialized for eCommerce needs to efficiently organize and manage large amounts of content such as photos, videos, logos and test labels in the cloud. This also includes AI tools to sort out duplicates and automatically detect legal defects in product photos.

Merger creates new optimization opportunities for brands and online retailers

“We have been thinking about how we can help our customers accelerate their international growth. The merger of DemoUp and Cliplister now allows us to offer full optimization capabilities to our 2,300 customers and partners”, says Cliplister founder Ali Gürler.

Investor Björn Jopen still sees significant growth potential in DemoUp Cliplister’s field of activity: “In the USA, the market for B2B content platforms has already developed very strongly. With DemoUp and Cliplister, two complementary providers are now merging to dominate the European market. The focus on technological trends such as 3D and augmented reality, areas in which tech giants such as Apple and Amazon are currently heavily investing, will further accelerate our growth.”

Technology Return M&A Advisory and Pier11 Legal Services acted as advisors to the founders and sole owners of Cliplister in this transaction.

About DemoUp Cliplister

DemoUp Cliplister is a platform that enables retailers and brands to create, manage and automate the distribution of various content formats, including images, videos, 3D and augmented reality content. With the help of various technical features and the use of AI technology, the processing of content elements can be significantly simplified and accelerated. By optimizing image files, the loading time of online shops can be reduced by 3x while heavily reducing hosting and CDN costs. The company emerged in 2021 out of the merger of the two companies DemoUp (founded in 2014) and Cliplister (founded in 2007). Roughly 100 employees work for DemoUp Cliplister at its offices in Berlin and Kiel. The company is active in 25 countries. Among the investors are Björn Jopen, Dr. Fabian Bohne, Rheingau Ventures, Born2grow and Mountain Partners.

About Technology Return

Technology Return is a mid-cap corporate finance, M&A and investment advisory boutique, advising entrepreneurs, investors and SMEs on M&A mandates exclusively in the digital and technology industry. The company has formerly closed notable transactions in the areas of artificial intelligence and machine learning, e-commerce, SaaS, platform industry, digital marketing and social media. Further information is available at

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