Yotpo raises $75M for its e-commerce marketing cloud

“Marketing cloud” has become an increasingly popular concept in the world of marketing technology — used by the likes of Salesforce, Adobe, Oracle and others to describe their digital tool sets for organizations to identify and connect with customers. Now, a startup that is building its own take on the idea aimed specifically at e-commerce companies is announcing some funding after seeing a surge of business in the last few months.

Yotpo, which provides a suite of tool to help direct-to-consumer and other e-commerce players build better relationships with customers, is today announcing that it has raised $75 million in funding, money it will use to continue growing its suite of products, as well as to acquire more customers and build out more integration partnerships.

The Series E included a number of Yotpo’s existing investors, namely Bessemer Venture Partners, Access industries (the owner of Warner Music Group, among a number of other holdings) and Vertex Ventures (a subsidiary of Temasek), new investor Hanaco (which focuses on Israeli startups — Yotpo is co-headquartered in Tel Aviv and New York) and other unnamed investors.

It brings the total raised by the startup to $176 million, and while it’s not disclosing valuation, its CEO Tomer Tagrin — who co-founded the company with COO Omri Cohen — describes it as “nearly a unicorn.”

“I like to call what we’re building a flamingo, which is also a rare and beautiful animal but also a real thing, and we are a proper business,” he said in an interview, adding that Yotpo is on target for ARR next year to be $100 million.

The company had its start as an app in Shopify’s App Store, providing tools to Shopify customers to help with customer engagement by way of user-generated content, and while it has outgrown that single relationship — it now has some 500 additional strategic partners, including Salesforce, Adobe, BigCommerce and others — Yotpo’s CEO still likes to describe his company in Shopify-ish terms.

“Just as Shopify manages your business, we manage your customers end to end,” Tagrin said. He said that while it’s great to see the bigger trend of consolidation around marketing clouds, it’s not a one-size-fits-all problem. He believes Yotpo’s e-commerce-specific approach to that stands apart from the pack because it addresses issues unique to D2C and other e-commerce companies.

Yotpo’s services today include SMS and visual marketing, loyalty and referral services and reviews and ratings, which are used by a range of e-commerce companies, spanning from newer direct-to-consumer brands like Third Love and Away, to more established names like Patagonia and 1-800-Flowers. Some of these have been built in-house, and some by way of acquisition — most recently, SMSBump, in January. The plan is to use some of the funding to continue that acquisition strategy.

“Since our first investment more than three years ago, Tomer and Omri have executed flawlessly, expanding the product suite, serving a wider range of customers, and continually hiring strong talent across the organization,” says Adam Fisher, a partner at BVP, in a statement. “Yotpo is singularly focused on helping direct-to-consumer eCommerce brands solve the dual challenge of engaging consumers and increasing revenue, and with their multi-product strategy and innovative edge, they are uniquely positioned to dominate the eCommerce industry for years to come.”

Yotpo is built as a freemium platform, with some 9,000 customers paying for services, and a further 280,000 customers on its free-usage tier. Customer count grew by 250% in the last year, Tagrin said.

The COVID-19 pandemic has had a well-documented impact on internet use, and specifically e-commerce, as people turned to digital channels in record numbers to procure things while complying with shelter-in-place orders, or trying to increase social distancing to slow down the spread of the coronavirus.

E-commerce has been on the rise for years, but the acceleration of that trend has been drastic since February, with revenue and spend both regularly exceeding baseline figures over the last several months, according to research from digital marketing agency Common Thread Collective.

That, in turn, had a big impact on companies that help enable those e-commerce enterprises operate in more direct and personable ways. Yotpo was a direct beneficiary: It said it had a surge of sign-ups of new customers, many taking paid services, working out to a 170% year-on-year ARR and lower customer churn.

The bigger picture, of course, is not completely rosy, with thousands of layoffs across the whole tech service, and a huge number of brick-and-mortar business closures. Those economic indicators could ultimately also have a knock-on effect not just in more business moving online, but also a slowdown in spending overall.

That will inevitably have an impact on startups like Yotpo, too, which is definitely on a rise now but will continue to think longer term about the impact and how it can continue to diversify its products to meet a wider set of customer use cases.

For example, today, the company addresses customer care needs by way of integrations with companies like Zendesk, but longer term it might consider how it can bring in services like this to continue to build out the touchpoints between D2C brands and their customers, and specifically running those through a bigger picture of the customer as profiled on Yotpo’s platform.

This is a big part of our product in our meetings and debates,” Tagrin said about product expansions.

“I do think any celebration of growth and funding comes to me with something else: we need to be internalising more what is going on,” he said. “The world is not back to normal and we shouldn’t act like it is.”