As e commerce brands increasingly depend on first party data to power marketing and customer engagement strategies, the ability to unify and activate customer insights across platforms has become a competitive priority. Opensend has announced the acquisition of Fueled.io in a move aimed at strengthening customer data activation for e commerce brands and bridging the gap between anonymous website visitors and identifiable customers.
Opensend, a company focused on customer identification and data enrichment technologies, confirmed that it has acquired Fueled.io, a platform specializing in first party data activation for online retailers. The combined capabilities are designed to help merchants consolidate customer information and deploy it across marketing, personalization, and measurement workflows.
The acquisition brings together two complementary technologies. Opensend provides identity resolution tools that allow brands to recognize and enrich anonymous cross device activity from shoppers visiting their websites. Fueled, meanwhile, focuses on collecting and structuring first party customer data such as purchase history, site engagement, and behavioral events.
Together, the companies aim to create a more complete view of customer interactions. By combining identity enrichment with structured event data, brands can better understand who is engaging with their platforms and activate those insights across advertising, lifecycle marketing, on site experiences, and performance analytics.
“This acquisition creates a new standard for how e commerce brands identify and engage with their customers,” said Opensend co-founder and CEO Dahn Tamir. “By pairing our identity resolution with Fueled’s robust data activation pipelines, we’re enabling brands to grow and activate their audiences like never before.”
A central challenge for many e commerce businesses is converting anonymous browsing activity into actionable customer profiles. Visitors often interact with multiple devices and platforms before making a purchase, creating fragmented data trails that are difficult for marketers to interpret. The combined Opensend and Fueled technology aims to close that gap by linking anonymous engagement with identifiable customer signals.
Fueled was founded by Sean Larkin and developed tools that allow merchants to organize first party customer events in a way that can be activated across multiple marketing channels. These events can include transactions, product views, and other interactions that signal purchase intent.
When integrated with Opensend’s identity resolution capabilities, these datasets create richer shopper profiles that can be used for targeting, personalization, and attribution analysis. Importantly, the companies emphasize that the system is designed to work alongside existing marketing technology stacks rather than requiring brands to rebuild their infrastructure.
“Opensend has built a reputation for integrity and innovation in data,” said Sean Larkin, Founder and CEO of Fueled. “Our shared focus on transparency, accuracy, and respect for the customer made this partnership a natural fit. Together, we’re giving merchants of all sizes the tools that only enterprise players previously had access to.”
Following the acquisition, Fueled will operate under the Opensend brand. Larkin will join the company as Chief Product Officer, where he will oversee product integration and continue developing data activation capabilities across the platform.
The deal highlights the growing importance of customer data activation for e commerce brands as the industry shifts toward privacy conscious marketing strategies and first party data ecosystems. By combining identity enrichment with structured data activation workflows, Opensend aims to help retailers build more accurate customer profiles while maintaining responsible data practices in a rapidly evolving digital commerce landscape.
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