Yotpo
| Private | |
| ISIN | 🆔 |
| Industry | E-commerce software, retention marketing |
| Founded 📆 | 2011; Tel Aviv, Israel |
| Founders 👔 | Tomer Tagrin Omri Cohen |
| Headquarters 🏙️ | , |
Area served 🗺️ | Worldwide |
Key people | Tomer Tagrin (CEO) Omri Cohen (COO) |
| Products 📟 | Reviews and ratings software, loyalty program software |
| Members | |
Number of employees | approximately 600 (2025) |
| 🌐 Website | yotpo |
| 📇 Address | |
| 📞 telephone | |
Yotpo is an Israeli–American software company that develops e-commerce retention marketing software, primarily customer review and ratings tools and loyalty program software, sold on a software-as-a-service basis. The company was founded in Tel Aviv in 2011 by Tomer Tagrin and Omri Cohen,[1][2] and is dual-headquartered in New York City and Tel Aviv, with additional offices in London, Sofia, Sydney and Toronto.[2][3]
Yotpo raised a $230 million Series F round in March 2021, achieving unicorn status at a $1.4 billion valuation.[2][3] The company has raised approximately US$436 million in venture capital from investors including Bessemer Venture Partners, Tiger Global Management, Access Industries (ClalTech) and Shopify.[2][4][5] The Globe and Mail reported that, at the time of the Shopify investment in September 2021, Yotpo was generating more than US$100 million in annualized revenue and growing more than 50 percent year-over-year, with about 640 employees globally.[4]
As of the March 2021 funding round, the company reported serving more than 30,000 e-commerce customers, including Patagonia, Steve Madden, Princess Polly, Brooklinen, Helly Hansen and GoPro.[2][3] In August 2025, Yotpo announced a strategic refocus on its core reviews and loyalty products, transitioning customers of its email and SMS marketing offerings to partnerships with Attentive and Omnisend as part of a shift toward an AI-first product strategy; the restructuring affected approximately 200 employees. At that time, it reported serving more than 25,000 brands worldwide, including Steve Madden, IKEA, Patagonia and GoPro.[6][7]
History
Founding (2011–2013)
Tomer Tagrin and Omri Cohen met as undergraduate students at Tel Aviv University, where Tagrin studied software engineering. Both had served in the Israel Defense Forces; Tagrin in the Artillery Corps and Cohen in the Infantry Corps.[8][9] Before founding Yotpo, Tagrin worked as a chip-design engineer at Intel.[8] The pair founded Yotpo in Tel Aviv in 2011 to develop a tool that would help online retailers collect verified customer reviews.[1][2]
In October 2012, Yotpo raised $1.5 million in seed funding led by Rhodium and the Gandyr Group.[10]
Early growth and expansion (2014–2017)
In January 2014, Yotpo raised a $10.7 million Series A round led by Blumberg Capital.[11] In June 2015, the company raised an additional $15 million Series B; as part of the round, former GoDaddy chief executive Warren Adelman joined the company's board.[12] In June 2016, Bessemer Venture Partners led a $22 million Series C investment.[13] In November 2017, Yotpo raised a $51 million Series D led by Access Industries through its ClalTech investment arm, bringing its total funding to about $101 million; the company stated it had over 400 employees globally at the time of the round.[14]
In November 2017, Yotpo placed third on the Deloitte Technology Fast 50 ranking of the fastest-growing technology companies in Israel.[15] The following month, it ranked sixth on Deloitte's Technology Fast 500 EMEA, with reported revenue growth of 8,703 percent over the prior measurement period.[16]
Platform expansion and acquisitions (2018–2020)
In August 2018, Yotpo completed its first acquisition, purchasing Boston-based loyalty-software company Swell Rewards. The deal added a loyalty product to Yotpo's existing reviews offering.[1] Yotpo was named to the Forbes Cloud 100 list of top private cloud companies in 2019, the first of four consecutive appearances on the list through 2022.[17][18]
In January 2020, Yotpo acquired SMSBump, a Sofia-based SMS marketing platform founded by Mihail Stoychev and Georgi Petrov in 2017.[19][20] Calcalist's CTech reported that the deal was valued at "tens of millions of dollars" based on a person familiar with the matter,[21] and Trending Topics reported that the transaction was the largest exit of a company backed by Bulgarian venture capital, exceeding the previous record of $35 million.[20] The SMSBump team remained in Sofia, which became one of Yotpo's offices.[19]
In August 2020, Yotpo raised a $75 million Series E round led by Bessemer Venture Partners, with participation from Hanaco, Vintage, Vertex and ClalTech. The company reported approximately 500 employees across five offices at the time of the round.[22][23]
Unicorn status and Shopify partnership (2021)
In March 2021, Yotpo announced a $230 million Series F round led by Bessemer Venture Partners and Tiger Global Management, with participation from existing investors including ClalTech, Coin Ventures, Hanaco, Vertex Ventures and Vintage Investment Partners. The round valued the company at $1.4 billion, making it a unicorn.[2][3] The company stated it had crossed $100 million in annual recurring revenue and was serving more than 30,000 customers, with named customers including Patagonia, Steve Madden, Princess Polly, Brooklinen, Helly Hansen and GoPro.[2][3]
In September 2021, Shopify made a strategic investment in Yotpo as part of a multi-year platform partnership.[4][5] The Globe and Mail reported that Tagrin described the investment as "dozens of millions" of dollars and that Shopify would become one of Yotpo's top five shareholders;[4] Globes reported the figure as $30 million, bringing Yotpo's total capital raised to about $436 million.[5] The company reported approximately 640 employees at the time, with around 200 in the New York area.[4]
Strategic refocus (2022–present)
In April 2022, Yotpo introduced a "Click-to-Buy" feature for its SMS marketing product, which allowed merchants to send pre-populated shopping carts via text message.[24][25] In November 2022, against a backdrop of macroeconomic headwinds affecting the technology sector, the company reduced its workforce by approximately 9 percent.[26]
In April 2025, Yotpo announced the acquisition of Coho AI, an Israeli customer data platform startup. AdExchanger reported that Yotpo, then a 900-person company, would add about a dozen new employees from Coho.[27] CTech reported that Coho AI had ceased operations after struggling to monetize its platform, and that Yotpo absorbed several of its employees and covered some of the costs of the shutdown.[28]
In August 2025, Yotpo announced a strategic refocus on its core reviews and loyalty products. The company entered transition partnerships with Attentive (for enterprise customers) and Omnisend (for self-service customers) for the discontinuation of its email and SMS marketing products by the end of 2025; CTech reported that the customer base for the discontinued products was being sold to Attentive in a deal estimated at tens of millions of dollars.[6][7] The restructuring was part of an AI-first product strategy and affected approximately 200 employees.[6]
Products
Yotpo sells e-commerce software primarily to direct-to-consumer brands and other online retailers. Following the 2025 restructuring, the company focuses on two product lines: reviews and ratings, and loyalty and referrals.[6]
Reviews and ratings
Yotpo's reviews product allows merchants to collect, moderate and display customer reviews, ratings, photos and videos on their websites and across third-party channels. The company is one of approximately 29 third-party review platforms officially licensed by Google to syndicate reviews into Google Search and Google Shopping listings as Seller Ratings and Product Ratings.[2][29] Reviews collected through the platform can also be syndicated to retail partners, including Target.[2] In 2025, the company introduced Reviews Atlas, an analytics tool that scores reviews and benchmarks brand performance against industry peers.[6]
Loyalty and referrals
Yotpo's loyalty product, originating with the 2018 acquisition of Swell Rewards, provides loyalty-program and referral software, supporting points-based rewards, tiered VIP programs and referral incentives.[1][2]
Discontinued products
Yotpo previously offered SMS marketing (based on the SMSBump acquisition), email marketing and a subscriptions product. The subscriptions product was discontinued in May 2025, and the email and SMS products were discontinued by the end of December 2025 as part of the company's strategic refocus.[6][7]
Partnerships
Yotpo's products are integrated with major e-commerce platforms, including Shopify, BigCommerce, Adobe Commerce (formerly Magento), Salesforce Commerce Cloud and WooCommerce.[2][3] In September 2021, Shopify entered into a multi-year platform partnership with Yotpo and made a strategic investment in the company; The Globe and Mail described Yotpo as one of a series of investments through which Shopify deepened ties with vendors serving its merchant ecosystem.[4] In August 2025, Yotpo entered transition partnerships with Attentive and Omnisend for the discontinuation of its email and SMS products.[6]
Acquisitions
| Date | Company | Location | Business |
|---|---|---|---|
| August 2018 | Swell Rewards | Boston, U.S. | Loyalty program software |
| January 2020 | SMSBump | Sofia, Bulgaria | SMS marketing platform |
| April 2025 | Coho AI | Tel Aviv, Israel | Customer data platform (assets and team) |
Recognition
Yotpo was ranked third on the 2017 Deloitte Technology Fast 50 Israel list of fastest-growing technology companies in Israel,[15] and sixth on Deloitte's 2017 Technology Fast 500 EMEA list, with reported revenue growth of 8,703 percent.[16]
The company appeared on the Forbes Cloud 100 list of top private cloud companies for four consecutive years from 2019 through 2022, including in the Sales, Marketing and Customer Experience category alongside companies such as Attentive, Klaviyo and Intercom.[17][18]
Leadership
Tomer Tagrin has served as co-founder and chief executive officer since the company's founding in 2011. Omri Cohen, co-founder, serves as chief operating officer.[1][8] Former GoDaddy chief executive Warren Adelman joined the board of directors in 2015.[12]
See also
References
- ↑ 1.0 1.1 1.2 1.3 1.4 "Israel's Yotpo acquires US firm Swell Rewards for an undisclosed amount". The Times of Israel. August 12, 2018. Retrieved April 28, 2026.
- ↑ 2.00 2.01 2.02 2.03 2.04 2.05 2.06 2.07 2.08 2.09 2.10 2.11 Lunden, Ingrid (March 18, 2021). "E-commerce marketing startup Yotpo raises $230M at a $1.4B valuation". TechCrunch. Retrieved April 28, 2026.
- ↑ 3.0 3.1 3.2 3.3 3.4 3.5 "Ecommerce marketing startup Yotpo raises $230m, hits $1.4 billion valuation". The Times of Israel. March 17, 2021. Retrieved April 28, 2026.
- ↑ 4.0 4.1 4.2 4.3 4.4 4.5 Silcoff, Sean (September 9, 2021). "Shopify makes another bet on surging e-commerce service partner, investing in Israeli online marketing firm". The Globe and Mail. Retrieved April 28, 2026.
- ↑ 5.0 5.1 5.2 "Shopify invests $30m in Israeli startup Yotpo". Globes. September 2021. Retrieved April 28, 2026.
- ↑ 6.0 6.1 6.2 6.3 6.4 6.5 6.6 "E-commerce shifts to AI: Yotpo lays off about 200 employees". CTech. Calcalist. August 4, 2025. Retrieved April 28, 2026.
- ↑ 7.0 7.1 7.2 "Yotpo lays off 200 as AI hits headcount". Globes. August 2025. Retrieved April 28, 2026.
- ↑ 8.0 8.1 8.2 "10 Things You Didn't Know about Tomer Tagrin". Money Inc. 2021. Retrieved April 28, 2026.
- ↑ Cremades, Alejandro (2021). "He Built A $1.4 Billion Business By Helping Retail Brands Generate Online Revenue Growth". alejandrocremades.com. Retrieved April 28, 2026.
- ↑ Lunden, Ingrid (October 30, 2012). "Yotpo Closes $1.5M Round Led By Rhodium And Gandyr Group To Scale Social Reviews". TechCrunch. Retrieved April 28, 2026.
- ↑ Ha, Anthony (January 8, 2014). "Yotpo Secures A $10.7M Series A Funding Round Led By Blumberg Capital". TechCrunch. Retrieved April 28, 2026.
- ↑ 12.0 12.1 Lunden, Ingrid (June 23, 2015). "Yotpo Raises An Additional $15M, Adds Former GoDaddy CEO To Board". TechCrunch. Retrieved April 28, 2026.
- ↑ Lunden, Ingrid (June 14, 2016). "Yotpo Raises $22M For Its User-Generated Content Marketing Platform". TechCrunch. Retrieved April 28, 2026.
- ↑ O'Hear, Steve (November 8, 2017). "Yotpo closes $51M Series D round". TechCrunch. Retrieved April 28, 2026.
- ↑ 15.0 15.1 "YouAppi, Yotpo, Monday.com Top Deloitte Israel's Technology Fast 50". Calcalist. November 29, 2017. Retrieved April 28, 2026.
- ↑ 16.0 16.1 "Two Israeli Startups In The Top 10 Of Deloitte's EMEA Fast 500 List". NoCamels. December 9, 2017. Retrieved April 28, 2026.
- ↑ 17.0 17.1 "The Cloud 100 Benchmarks Report". Bessemer Venture Partners. Retrieved April 28, 2026.
- ↑ 18.0 18.1 "Forbes Cloud 100: Yotpo". Nasdaq. August 10, 2021. Retrieved April 28, 2026.
- ↑ 19.0 19.1 "NYC based eCommerce marketing platform Yotpo acquires SaaS startup SMSBump". Tech Startups. January 31, 2020. Retrieved April 28, 2026.
- ↑ 20.0 20.1 "Two-Years-Old SMSBump Just Turned Into The Biggest Exit Of A Company Backed By Bulgarian VCs". Trending Topics. January 30, 2020. Retrieved April 28, 2026.
- ↑ "Marketing Startup Yotpo Acquires SMS Marketing Company SMSBump". CTech. Calcalist. January 30, 2020. Retrieved April 28, 2026.
- ↑ Lunden, Ingrid (August 4, 2020). "Yotpo raises $75M for its e-commerce marketing cloud". TechCrunch. Retrieved April 28, 2026.
- ↑ "E-commerce marketing platform Yotpo completes $75M funding round". CTech. Calcalist. August 3, 2020. Retrieved April 28, 2026.
- ↑ "EXCLUSIVE: Yotpo Announces Click-to-Buy Feature to Accelerate Purchase Through SMS". Women's Wear Daily. April 20, 2022. Retrieved April 28, 2026.
- ↑ "Yotpo launches Click-to-Buy for SMS to help brands purchase with a single click". Enterprise Times. April 25, 2022. Retrieved April 28, 2026.
- ↑ "Unicorn Yotpo lays off 70 employees, 9% of team". CTech. Calcalist. November 15, 2022. Retrieved April 28, 2026.
- ↑ "Yotpo Acquires The CDP Coho AI, Solidifying Its Pitch For Retention Over Incrementality". AdExchanger. April 8, 2025. Retrieved April 28, 2026.
- ↑ "Coho AI shuts down, Yotpo to integrate employees amid quiet exit". CTech. Calcalist. April 6, 2025. Retrieved April 28, 2026.
- ↑ "List of Google Store Ratings & Product Reviews Companies". Planet Marketing. Retrieved April 28, 2026.
<ref> tag with name "globes-smsbump" defined in <references> is not used in prior text.External links
Category:Software companies of Israel Category:Software companies based in New York City Category:E-commerce Category:Marketing software Category:Companies based in Tel Aviv Category:Israeli companies established in 2011 Category:Software companies established in 2011 Category:Privately held companies of Israel Category:Privately held companies based in New York City
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