Orckestra, a Montreal-based provider of an ecommerce tool for retailers, grocers and branded manufacturers, has raised a series B round of funding worth $12 million.

Existing investors Fonds de solidarité FTQ, Fondaction CSN and W Investments all pitched in cash to make the round happen.

Orckestra said its Commerce Cloud 3.5 product simplifies omni-channel commerce.

The platform helps its business owners through five areas: product information management (simplifying and unifying complex product portfolios across brands, languages and markets); Commerce (advanced site search, pricing engine, promotions and carts); Omni-channel order management (ensuring the most seamless, channel-agnostic order management and orchestration across the order life cycle); A mobile Pick and Pack Solution (an innovative application to improve fulfillment operations in your stores, warehouses or distribution centres.)

The platform is currently used by large brands like Sobeys, Giant Eagle, FGL Sports and Mondou Pet Supplies. Orkestra said overall, its tech is simplifying the delivery of digital commerce both online and in-store is key. They’ve built a framework for retailers to deliver digital commerce experiences directly to mobile devices, and to provide interactive digital displays in-store.

“Organizations need a more agile digital commerce layer in their business that helps them innovate with new shopping experiences at the speed of consumer demand,” said CEO Louis Fournier. “We continue to see growing interest and traction from customers internationally, and are thrilled to continue the expansion of our business with this new round of financing.”

The company said in a release that the new funds will be used towards expansion in North America and Europe. It’ll also go towards maximize the integration of Composite AS, a Denmark-basedcontent management software company acquired by Orckestra in June. The company feels this can serve as a foundation for Europe.

As a result of the Composite acquisition, Orckestra built a .NET-based framework that allows developers to leverage its underlying set of Commerce Orchestration services to develop “highly-performant, rich user experiences using popular toolkits and web standards.”

“They say the ‘proof is in the pudding’ so what we’ve done is develop a blazingly-fast, responsive online commerce starter kit that delivers native storefront functionality using industry best-practices and standards,” said Orckestra in its website. “You’ll have a super flexible storefront up and running in no-time with vital retail functionality from faceted search to user registration, complete cart and checkout capabilities, with rich product content and distributed order management built in.”

Their investors had some especially kind words for the startup.

“We are very confident in our decision to continue investing in Orckestra. They are a bold company that is leading the way in e-commerce technology development,” said Luc Villeneuve, the assistant head of investments at Fondaction CSN.

Meanwhile, W Investments’s Nicolas Belanger called the folks at Orckestra “passionate, fast, agile and highly dynamic.”

“They really make a difference and represent the new commerce generation. We at W Investments are proud to support their growth and mission of becoming a world leader in their field,” he said.