Omnisend
“Can a focused, price-competitive email/SMS marketing automation platform out-execute Klaviyo and Mailchimp for Shopify-centric SMB and mid-market ecommerce merchants?”
Founded2014
HQLondon, United Kingdom (with offices in Vilnius, Lithuania and Charleston, SC, USA)
FoundersRytis Lauris, Justas Kriukas
Total raised~$186K EUR disclosed (bootstrapped/profitable)
Latest roundSeed, $1.57M
IndustryHorizontal SaaS / Marketing Automation
The story
Founded 2014 as Soundest, a bare-bones email tool for Shopify merchants. Rebranded to Omnisend in 2017 and expanded into omnichannel — adding SMS (2018) and web push. The company has stayed narrowly focused on ecommerce marketing automation for SMB/mid-market Shopify, BigCommerce, WooCommerce and Wix merchants, competing directly with Klaviyo and Mailchimp on price. Recent pivot (2025) is toward AI-native marketing workflows via Omnisend MCP, Forms AI and Reports AI — connecting the platform to ChatGPT and Claude rather than building embedded finance.
Product timeline
2014
Founded as Soundest, a simple email marketing tool for ecommerce brands· pivot
2017
Rebranded from Soundest to Omnisend, positioning as omnichannel marketing automation platform· pivot
2018
Added SMS as a channel for campaigns and automation· product
2019
Named among Shopify's Top 5 apps for email marketing and marketing automation· product
2020
Opened US office in Charleston, SC· expansion
2021
Amazon advertising partnership; Deloitte Technology UKFast50 #38· product
2024
Grew team to 250 employees· growth
2025
Reached 150,000 online stores; named 'Best Overall Email Marketing Company' by MarTech Breakthrough; launched Omnisend AI (Forms AI, Reports AI, MCP)· product
Acquisitions
The stack
1 layer disclosed in Omnisend’s embedded-finance stack
Accounting
Accounting gap: none