Today, Klaviyo announced the acquisition of Gatsby, a social commerce platform that helps brands convert social media engagement into owned customer relationships.
Consumers are increasingly starting their shopping journeys on social platforms by engaging with creators, communities and user-generated content (UGC). Mordor Intelligence predicts social commerce will surpass $6 trillion by 2030.
But there’s a disconnect between brands and the social activity that fuels purchases.
Social interactions, comparable to likes, tags and DMs, occur in a single tool, while owned marketing happens in one other. Bridging these experiences stays difficult, and types often miss opportunities to capture subscribers, respond with relevance and construct relationships.
Gatsby says it brings real-time social context into customer profiles, allowing brands to capture email and SMS subscribers directly from social interactions like DMs, tags, mentions and follows, without requiring the client to ever visit a web site.
Gatsby also tracks and maps UGC to individual profiles, enriching them with behavioral signals to help brands understand what drives discovery and consideration.
The acquisition suits with Klaviyo’s stated mission to deliver omnichannel experiences. It also expands Klaviyo’s ability to unify customer data — including social signals — so brands can connect touchpoints and take real-time motion inside a single platform.
According to a release announcing the acquisition, Gatsby features will begin rolling out to Klaviyo customers in the approaching months.
Klaviyo’s most up-to-date earnings report said the corporate delivered $293.1 million in Q2 revenue, growing 32% yearly. Klaviyo can also be seeing success in moving upmarket. It reported a 38% increase in customers paying greater than $50,000 annually.
Dig deeper: Publicis Groupe buys Captiv8 to grow influencer and social commerce capabilities
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