As ecommerce brands look to simplify their marketing stacks while still driving growth, platform consolidation paired with stronger human support is becoming a clear priority. Privy acquires Sendlane in a move that strengthens its position as an ecommerce growth platform focused on email and SMS marketing, combining scalable technology with service driven expertise. The acquisition is notable for the MarTech ecosystem as brands increasingly push back against complexity and seek partners that deliver both performance and guidance.
Privy announced it has acquired Sendlane, bringing together two companies that share a focus on helping growing ecommerce brands succeed with intuitive tools and hands on support. Sendlane is known for its service first approach, offering personalized customer assistance alongside email and SMS capabilities. Privy said the combination aligns closely with its own strategy of pairing a scalable platform with human led expertise.
The deal follows Privy acquisition of Emotive last year and reflects a broader push to rethink how email and SMS marketing are delivered to ecommerce teams. According to Privy, these channels have become increasingly complex, often requiring brands to manage fragmented tools, advanced automation, and deliverability challenges without adequate support. By integrating Sendlane, Privy aims to give brands clearer insights and stronger guidance as they scale.
“Our focus isn’t on selling customers more acronyms,” said Alex Persson, Chief Executive Officer of Privy. “It’s about delivering better outcomes and results.”
Persson said Sendlane growth validated demand for a more human approach to marketing technology. “Sendlane grew rapidly by addressing a real gap in the market, offering hands on, personalized support at pricing that doesn’t punish brands for growing,” he said. “That combination resonated for good reason, and ultimately why Privy is picking up where Sendlane left off. We’re connecting that same service first philosophy with a platform that’s had exponential growth over the past year and is built to scale with growing ecommerce brands.”
Privy currently serves more than six thousand ecommerce brands and reports revenue growth of three hundred percent over the past twelve months. The company attributes that momentum to a focus on intuitive tools, strong deliverability, and access to real experts who understand ecommerce businesses. The acquisition of Sendlane reinforces that positioning at a time when many brands are moving away from bloated tech stacks that lack adequate support.
For existing Privy customers, the acquisition is expected to accelerate the product roadmap across email and SMS. Privy said brands will benefit from faster innovation, deeper automation, and more connected reporting across onsite conversion and lifecycle marketing. The company plans to continue investing in a unified platform that connects customer acquisition with retention, reducing the number of systems teams need to manage.
“Our focus isn’t on selling customers more acronyms,” Persson added. “It’s about delivering better outcomes and results. We’re helping growing ecommerce teams do more with fewer, better connected systems, backed by people who are invested in their success.”
For the broader MarTech ecosystem, the Privy Sendlane acquisition highlights a growing shift toward platforms that balance technology scale with human partnership. As ecommerce brands mature, solutions that combine automation, analytics, and real support are increasingly seen as essential to sustainable growth rather than optional extras.
Recommended Marketing News:
- NextRoll Names Vibhor Kapoor as Chief Executive Officer
- Bloomreach Earns AWS Retail Competency Status
- PubMatic Expands Commercial Leadership To Drive Buy Side Growth
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
