Selling online used to mean showing up on Google. That’s changing fast. More consumers are now asking ChatGPT, Perplexity, or Gemini which product to buy, rather than visiting a brand’s website. Paris-based startup Lemrock is building the infrastructure that lets brands stay visible and sellable in this shift, and it just raised €6 million to scale that effort.
The round was led by Galion.exe, an early-stage VC fund, with Jean-Baptiste Rudelle, the founder of Criteo, joining Lemrock’s board of directors. The investor list also includes prominent European retail names: Michaël Benabou of Veepee, Gary Anssens of Alltricks and Decathlon, and Antoine Lizée of Alan all participated.
The Problem Lemrock Solves:
Most retailers today have no structured way to reach customers through AI platforms. When a shopper asks ChatGPT for a product recommendation, there’s no equivalent of a search ad or a product listing that brands can use to show up reliably. Lemrock is building exactly that layer.
The gap is a technical one. Connecting product catalogues, exposing prices and availability in real time, enabling transactions, and monitoring performance across multiple AI platforms requires a complex stack that most internal teams aren’t set up to build. Lemrock handles that infrastructure so brands don’t have to.
One Integration, Every AI Platform:
Lemrock’s platform gives retailers a single access point to major conversational AI platforms including ChatGPT, Claude, and Perplexity, covering catalogue integration, real-time availability, transaction handling, and performance tracking. Brands don’t need a separate build for each platform.
This vendor-neutral approach is central to the product design. Brands retain full control over their pricing, data, and how their products are presented inside these conversations. The platform ingests a brand’s product catalogue and structures it for LLM interpretation and retrieval across all connected platforms from one place.
Scale They’ve Already Reached:
The platform has processed over 1 billion queries yearly across major LLM platforms, with more than 10 million products live across all sectors. Those are meaningful numbers for an early-stage company.
The platform also supports hyper-personalization by matching products to user intent in real time, going beyond static keyword filters. Brands additionally get live analytics on what users are asking, searching, and buying inside AI agents, which feeds back into product visibility optimization.
The Team Behind It:
Lemrock was co-founded by three people whose backgrounds map almost perfectly to the problem. CEO Roxane Laigle brings over a decade of B2C growth and retail experience, with a background at Fnac Darty. CPO Sasha Collin and CTO Clément Nguyen are both veterans of Y Combinator’s S24 batch, where they co-founded Mindely. Collin previously spent three years at QuantumBlack, McKinsey’s AI division, while Nguyen has a background in adtech and retailtech with experience at Rakuten Advertising.
The company was also recently selected to join Agoranov, one of Europe’s leading deeptech incubators, adding institutional backing to the founding team’s credentials.
Conversational Commerce is a Real Channel Now:
The underlying shift Lemrock is building on is straightforward. Conversational AI agents don’t just answer questions, they gather context, history, and user preferences during the interaction. That makes them a more personalized discovery surface than traditional search. As Laigle has described it, conversational commerce reverses the logic: instead of the customer searching for the product, the right product comes to the right customer.
For eCommerce operators and brand managers thinking about where their next customer will come from, this channel is already active. Lemrock offers a practical on-ramp with a single integration rather than years of internal infrastructure work. Brands looking to stay present across AI-native commerce channels now have a direct path to do that through Lemrock’s platform.
If you’re exploring how AI is reshaping distribution channels, our coverage of agentic AI startups and the future of eCommerce infrastructure is worth a read.
