Yotpo

Yotpo was founded in 2011 by Tomer Tagrin and Omri Cohen. The company is headquartered in New York, with significant R&D operations in Tel Aviv. It is a private company; it raised a $230M Series F round in 2021 at a valuation reported at the time as $1.4B, reaching unicorn status. Yotpo provides a SaaS eCommerce marketing platform whose core offering helps online retailers collect and display customer reviews, ratings, and user-generated content to drive conversion.

Yotpo's platform is built around social proof and customer retention for eCommerce brands. Its primary buyers are direct-to-consumer (DTC) and eCommerce brands, typically mid-market to enterprise, with marketing and eCommerce operations teams as the key buyer personas. The platform is sold through a sales-led motion with tiered subscription pricing. Over the years Yotpo expanded from reviews into adjacent retention-marketing channels, positioning the suite as an integrated retention stack rather than a standalone reviews tool.

Yotpo's named product lines include Reviews (user-generated reviews and ratings), SMS & Email (owned-channel marketing automation), Loyalty & Referrals (loyalty program management), Subscriptions, and Visual UGC. The Reviews product was the original flagship. The expansion into SMS marketing was a significant strategic pivot, accelerated by the 2020 acquisition of SMSBump, a Bulgarian SMS marketing platform, which brought substantial SMS infrastructure and an existing merchant base into the Yotpo portfolio. The Loyalty & Referrals product competes directly with standalone loyalty vendors in the Shopify ecosystem.

Yotpo operates in the crowded eCommerce retention and social-proof space. Named direct competitors include Bazaarvoice and PowerReviews in the reviews segment, Klaviyo in owned-channel marketing (email and SMS), and Smile.io in loyalty. Yotpo's positioning centers on consolidating multiple retention channels — reviews, SMS, email, loyalty — into a single platform, as a counter-offer to best-of-breed point solutions. The platform has deep integrations with Shopify and Shopify Plus, where a significant portion of its merchant base resides, as well as with Salesforce Commerce Cloud and BigCommerce.

Yotpo's R&D center is based in Tel Aviv. The Israeli office has historically been the engineering and product hub of the company, with the commercial organization concentrated in New York. The founders — Tomer Tagrin and Omri Cohen — are Israeli.