The leading ecommerce platform Shopify has acquired Dovetale, an influencer marketing company based in New York. The acquisition is part of Shopify’s move into influencer marketing. In Europe, one of the biggest growth markets for this software platform, creator marketing is on the rise.
With Dovetale, companies can manage their influencer marketing campaigns. Business and social media influencers can connect on the platform, making it easier to partner with influencers and track sales. The startup’s revenue increased by 100 percent month-over-month in 2021.
Users of Shopify can use Dovetale free of charge.
It is not known how much the takeover cost. Dovetale announced the news in a blog post, saying it will continue under the name “Dovetale by Shopify”. According to Dovetale, its users will only experience ‘minimal changes’. Additionally, Dovetale will be free to use for all Shopify users. Previously, the service cost over 90 euros per month.
The site will now be known as “Dovetale by Shopify”.
Influencer marketing is Shopify’s newest initiative
“We really see creators as the next generation of entrepreneurs,” Amir Kabbara, Director of Product at Shopify explained to ModernRetail. “It is a top priority for us to really help these creators enter commerce and start monetizing.”
“We see creators as the next generation of entrepreneurs.”
As part of Shopify’s push into the influencer market, the company acquired this company. Dovetale already launched a Shopify app for influencer campaigns in 2020. Shopify launched their own Linkpop tool last month for influencers to share links to their different endeavors.
Influencer budgets in Europe have doubled since last year.
Shopify’s customer base is primarily American, but it’s rapidly growing in Europe as well. Within the last two years, Shopify users have grown by more than 200 percent in the United Kingdom (UK) and 300 percent in France.
Influencer marketing has also seen significant growth in Western Europe. Influencer platform LTK experienced a growth spurt in Europe, according to their managing director. In 2021, European brands doubled their investment in creator partnerships. In the UK, Shopify’s largest market after the United States, creator sales increased 45 percent.