Shopify acquires influencer marketing startup Dovetale

Leading ecommerce platform Shopify has acquired Dovetale, an influencer marketing startup from New York. It is part of Shopify’s move into the influencer market. Creator marketing is on the rise in Europe, one of the software platform’s biggest growth markets.

Dovetale helps companies manage their influencer marketing campaigns. The platform connects businesses and social media influencers, making it easier to partner with influencers and track the brand’s sales. In 2021, the startup grew its revenue with 100 percent month-on-month.

Dovetale free for Shopify users

The price of the takeover was not disclosed. Dovetale shared the news in a blog post, announcing it will continue under the name ‘Dovetale by Shopify’. However, Dovetale’s users will experience ‘minimal changes’, according to the startup. Moreover, Dovetale will be free to use for all Shopify users. Before, the service cost over 90 euros per month.

Dovetale will continue under the name ‘Dovetale by Shopify’.

Shopify moves into influencer market

“We really see creators as the next generation of entrepreneurs,” Shopify’s Director of Product Amir Kabbara told 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.”

The acquisition is part of Shopify’s move into the influencer market. In 2020, Dovetale already created a Shopify app for influencer campaigns. And only last month, Shopify launched their own Linkpop-tool for influencers to provide links to their multiple endeavors.

European brands doubled influencer budget

While most of Shopify’s customers are from the United States, the European customer base has been growing rapidly. Shopify users in the United Kingdom (UK) and France have increased over 200 and 300 percent respectively over the last two years.

Meanwhile, the European influencer market is also on the rise. Influencer platform LTK experienced a growth spurt in Europe, their managing director told Econsultancy. European brands invested double the amount in creator partnerships in 2021. And in the UK, Shopify’s largest market after the United States, creator sales increased 45 percent.