Klaviyo acquires Gatsby to improve social commerce insight

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, such as likes, tags and DMs, happen in one tool, while owned marketing happens in another. Bridging these experiences remains challenging, and brands often miss opportunities to capture subscribers, respond with relevance and build 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 customer to ever visit a website.

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 fits 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 action within a single platform. 

According to a release announcing the acquisition, Gatsby features will begin rolling out to Klaviyo customers in the coming months.

Klaviyo’s most recent earnings report said the company delivered $293.1 million in Q2 revenue, growing 32% yearly. Klaviyo is also seeing success in moving upmarket. It reported a 38% increase in customers paying more than $50,000 annually.

Dig deeper: Publicis Groupe buys Captiv8 to grow influencer and social commerce capabilities