From Reviews to E-commerce Marketing: The Yotpo Success Story

From Reviews to E-commerce Marketing: The Yotpo Success Story

Table of Contents

  1. Introduction
  2. The Beginnings of Yotpo
  3. Transitioning from Reviews to an E-commerce Marketing Platform
  4. The Importance of Long-Term Thinking
  5. Nurturing a Strong Company Culture
  6. Yotpo's Acquisition and M&A Strategy
  7. Advice for Entrepreneurs
  8. Conclusion


Welcome to "Beyond the Build," a series from Shopify where we dive into the stories behind the Shopify ecosystem. In this episode, we're joined by Tomer Tagra, the co-founder and CEO of Yotpo. Yotpo is an e-commerce marketing platform that provides advanced solutions for customer reviews, visual marketing, loyalty, referrals, and SMS. With over 450 employees, 30,000 customers, and 500 partnering alliances worldwide, Yotpo has made a significant impact in the e-commerce industry. Recently, they raised $200 million in funding, valuing the company at over $1.4 billion.

The Beginnings of Yotpo

Yotpo's journey began 10 years ago when Tomer Tagra and his co-founder, Uri Cohen, met at Tel Aviv University. Coming from backgrounds in electrical engineering and computer science, they set out to solve a problem Tomer encountered personally – the lack of authenticity in online reviews. Their initial idea was to build a search engine that ranked reviews based on their quality and credibility. However, they soon realized that verifying if a person had actually purchased the product was a challenge. This led them to connect with businesses, collaborate with merchants, and ultimately integrate their solution with Shopify, thanks to the platform's robust APIs.

Yotpo faced early challenges in gaining traction and generating reviews. But through their commitment to customer feedback and continuous improvement, they discovered the power of post-purchase emails, which led to significant growth. Building on this success, they expanded their product offerings beyond reviews and became an e-commerce marketing platform. Their vision was to provide a comprehensive suite of solutions that would help brands build authentic customer relationships.

Transitioning from Reviews to an E-commerce Marketing Platform

Yotpo's transition from a reviews company to an e-commerce marketing platform was a pivotal moment for the company. It required significant investment in both their technology platform and the development of new products. The decision to acquire other companies in the Shopify ecosystem played a crucial role in expanding their capabilities and consolidating various categories.

This transition wasn't without its challenges. Yotpo faced skepticism from investors about the scalability of the SMB e-commerce market. However, they believed in the potential of small and medium-sized businesses in the e-commerce space. Their determination to provide value to these entrepreneurs proved fruitful, and they continued to innovate and improve their platform.

The Importance of Long-Term Thinking

One of the key lessons Tomer learned is the importance of long-term thinking. As an entrepreneur, it's easy to get caught up in short-term pressures and external expectations. However, Tomer discovered that focusing on long-term goals and building a company of lasting impact is the key to success. It requires patience, resilience, and the ability to navigate challenges along the way.

Tomer emphasizes the need to enjoy the journey and not take oneself too seriously. While building a business is demanding, it's essential to maintain perspective and keep in mind what truly matters in life. He also advocates for embracing a sense of humor and finding joy in the people you work with.

Nurturing a Strong Company Culture

Yotpo's success can be attributed, in large part, to the strong company culture they have cultivated. Tomer believes that winning is a team sport, and building a motivated and committed team is crucial. At Yotpo, they prioritize hiring talented individuals who are passionate about making a positive impact. The company's culture has evolved over time, supporting their growth and enabling them to adapt to new challenges.

Yotpo's Acquisition and M&A Strategy

One notable aspect of Yotpo's growth has been their acquisition and M&A strategy. They were the first company to acquire others within the Shopify ecosystem. This approach has allowed them to expand their product offerings and provide a more comprehensive solution to their customers. Yotpo believes in fostering a vibrant ecosystem where multiple avenues to success exist for entrepreneurs. They see immense value in supporting and partnering with other businesses in the ecosystem.

Advice for Entrepreneurs

Tomer shares several pieces of advice for entrepreneurs:

  1. Think long-term: Optimize your strategy and decisions with long-term goals in mind. Building a lasting company requires patience and resilience.

  2. Don't take yourself too seriously: Maintain perspective and remember that there are things beyond your control. Enjoy the journey and stay humble.

  3. Winning is a team sport: Surround yourself with talented individuals who share your vision and values. Cultivate a strong company culture that supports collaboration and growth.


Yotpo's journey from a reviews company to an e-commerce marketing platform exemplifies the power of long-term thinking, resilience, and the importance of a strong company culture. Tomer Tagra's insights and experiences provide valuable lessons for entrepreneurs embarking on their own ventures. By embracing the possibilities of the Shopify ecosystem and nurturing their own unique visions, entrepreneurs can create successful and impactful businesses.


  • Yotpo underwent a significant transition from a reviews company to an e-commerce marketing platform, expanding their product offerings and capabilities.
  • Long-term thinking, resilience, and strong company culture played key roles in Yotpo's success.
  • Yotpo's acquisition and M&A strategy have proven instrumental in their growth within the Shopify ecosystem.
  • Tomer Tagra advises entrepreneurs to think long-term, not take themselves too seriously, and prioritize building a talented and motivated team.

I am a shopify merchant, I am opening several shopify stores. I use ppspy to find Shopify stores and track competitor stores. PPSPY really helped me a lot, I also subscribe to PPSPY's service, I hope more people can like PPSPY! — Ecomvy

Join PPSPY to find the shopify store & products

To make it happen in 3 seconds.

Sign Up
App rating
Shopify Store
Trusted Customers
No complicated
No difficulty
Free trial