Qordoba, a provider of web content develop and distribution technology and services, is keen on helping international e-commerce companies better connect with businesses and consumers in markets around the world.

With both companies and consumers buying more online around the world, the company specializes in helping online sellers develop and publish content that effectively connects with buyers in foreign markets by recognizing local customers and lingual norms, CEO May Habib says.

That market strategy, and software that uses “machine learning” to learn how audiences in foreign markets respond to web content, has helped Qordoba attract $5 million in Series A venture capital.

Habib says Qordoba will use the funding to continue developing its technology and methods for creating and distributing content through marketing channels. As more businesses and individuals in developing countries become active online buyers, Qordoba sees increased demand for its technology and services.

“It’s the emerging middle classes in Asia, South America and Eastern Europe that, for the first time, have reliable internet access, smartphones and disposable income,” Qordoba says.

The funding is from Upfront Ventures and Rincon Venture Partners. Jim Andleman of Rincon and Upfront’s Kara Nortman will fill Qordoba board seats.

Qordoba’s SmartSuggest software uses machine-learning technology to analyze how online buyers in international markets respond to particular phrases and product descriptions. Qordoba’s technology can complement web translation software and services to ensure that translated content adheres to local norms, says Andrew Fife, head of marketing.

In the German language, for example, words are about 50% longer than in English, and Qordoba’s technology is designed to ensure that translations of words and phrases from English to German fit the required space designed for online merchandising or marketing content, Fife says.

“Qordoba allows us to produce locally relevant content at a scale we simply would not have been able to do otherwise,” Sofia Nehaoua, media manager for Cartier, says in a testimonial on Qordoba’s website. “Their product has become an integral part of how we globalize our marketing.”

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