France's Sendinblue acquires e-commerce marketing firm PushOwl

PushOwl, an online marketing tool for e-commerce stores to enable web push notification, on Wednesday said it has been acquired by France-based Sendinblue, as its e-commerce arm in India.

Along with PushOwl, Sendinblue also acquired two other e-commerce marketing companies, Chatra and Metrilo, for a combined deal of more than USD 47 million (about Rs 346.8 crore), a statement said.

A major part of this deal was dedicated to acquiring PushOwl, among the three companies, it added.

PushOwl founder Shashank Kumar will continue to lead the company, and he will also join the Sendinblue leadership team as Vice President (Product), the statement said.

PushOwl was founded in 2016. It allows e-commerce stores to enable web push notifications as a marketing channel, turning visitors into subscribers, and driving more revenue.

Using PushOwl, companies can send marketing campaigns, set up automated flows, recover abandoned carts, personalize their promotions and optimise their strategy with granular metrics and reporting.

''Acquiring PushOwl, Metrilo, Chatra are part of Sendinblue's longer term vision to expand our marketing capabilities and dive into the growing e-commerce space. Now, our all-in-one digital marketing solution will become even more powerful, enabling these businesses to expedite sales and drive strategic business decisions,'' Sendinblue CEO Armand Thiberge said.

PushOwl - which has a team of 17 people - has seen massive growth through the last three years, helping over 25,000 merchants generate revenue through web push marketing. It has worked with brands like Culture Kings, Sugar Cosmetics, Lange Beauty, and Vital Proteins among others.

''Sendinblue is a leader in marketing automation and with this acquisition, we'll be able to combine forces to elevate ecommerce marketing and create a product that customers really love, adds value, and ultimately, simplifies omnichannel marketing. This would be a game-changer for merchants,'' PushOwl founder Shashank Kumar said.