September 21 (SeeNews) - French SaaS solutions provider Sendinblue said on Tuesday that it completed the acquisition of Bulgarian customer analytics and intelligent marketing company Metrilo, US-based live chat messenger application Chatra and India-based push notifications application PushOwl for over $47 million (40.0 million euro) combined.
"Next year, Sendinblue customers will have the ability to easily monitor and analyze the ROI of marketing performance and improve overall sales performance through Metrilo," the French company said in a statement.
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The individual amount of the Metrilo deal was not disclosed.
According to Sofia-based news outlet Capital.bg, the business of the Bulgarian company is valued at 2.6 million euro.
“Pandemic-era restrictions prompted many small and medium-sized businesses to pivot - to digitize their marketing efforts and invest in e-commerce strategies,” Steffen Schebesta, CEO of North America and VP of Corporate Development at Sendinblue, said in the statement.
"The global crisis resulted in a shift in consumer purchasing behavior. Online shopping increased by more than 46%, and with the acquisition of Chatra, Metrilo and PushOwl, we are meeting the needs of these businesses,” he added.
According to Armand Thiberge, CEO of Sendinblue, the acquisitions of Metrilo, Chatra and PushOwl are part of Sendinblue’s longer-term vision to expand its 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," Thiberge noted.
Following the acquisitions, Sendinblue now has more than 500 employees and two more offices in Bulgaria's capital Sofia and the Indian city of Bangalore, in addition to its offices in Seattle, Paris, Berlin, Noida and Toronto.
Earlier this year, Bulgarian venture capital (VC) firm Eleven Capital [BUL:11C] said it agreed to sell for 179,944 euro its minority stake in Metrilo as part of the company’s planned acquisition by Sendinblue and agreed to vote at a shareholders meeting in support of Metrilo’s acquisition by the French company.
Paris-headquartered Sendinblue is an all-in-one digital marketing platform empowering B2B and B2C businesses, e-commerce sellers and agencies to build customer relationships through end to end digital marketing campaigns, transactional messaging, and marketing automation. The company supports more than 300,000 active users across 160 countries.
Sofia-based Metrilo was founded in 2014 by Murry Ivanoff and Peter Iliev as a marketing and sales analytics SaaS platform for e-merchants. The solution helps brands grow online using the power of their data and focus on customer retention. Metrilo thus makes it possible to study traffic, sales, visitor and customer behavior, product performance and conversion funnels.
($ = 0.851975 euro)