Mickaël Froger is a co-founder of Lengow, with Jérémie Peiro. They registered the company in Nantes on 1 July 2009. The name comes from lengo, the Swahili word for objective.
Lengow's tool takes one product catalogue and sends it to dozens of marketplaces and comparison sites, each with its own format. It raised €210,000 in 2010 and €1.2 million from Alven Capital in 2011, then €10 million in 2015.
The company won the E-Commerce Award International in 2012 and held its first Lengow Ecommerce Day in 2013. In 2015 it pivoted to an e-commerce automation platform, and in 2016 it pushed into Asia.
In 2021 Marlin Equity Partners took a majority stake, and in 2022 Lengow bought Netrivals. Revenue was €16.7 million in 2023 and €15.5 million in 2024, with a net profit of €1.77 million in 2024.