SaleCycle buys BEYABLE to build unified eCommerce stack

SaleCycle has acquired French onsite personalisation and conversion optimisation provider BEYABLE, as the two businesses combine their eCommerce marketing technology offerings under one platform.

The deal brings together SaleCycle's identity resolution and remarketing tools with BEYABLE's onsite personalisation and intent-based targeting. The companies said the combined product set spans identification, engagement, conversion and re-engagement across multiple channels.

SaleCycle operates from Gateshead in England and Paris. It sells software used by eCommerce teams to recognise visitors, message them during and after a visit, and recover abandoned transactions. BEYABLE, based in Paris, sells tools that adjust onsite experiences using behavioural data and testing.

Platform focus

The combined platform includes identity resolution, behavioural intent scoring, onsite personalisation and A/B testing. It also includes remarketing across email, SMS, WhatsApp and RCS.

SaleCycle said the acquisition responds to demand from eCommerce brands for a single approach across onsite and offsite activity. The company also pointed to growing pressure on retailers and online sellers to improve returns from existing marketing spend as acquisition costs rise.

The businesses framed the challenge around visitor recognition. They said that up to 90% of eCommerce traffic remains anonymous, which limits how brands tailor experiences and follow up after a session.

SaleCycle said it identifies and re-engages anonymous and guest visitors in real time across multiple channels. BEYABLE adds real-time intent scoring and onsite personalisation, according to the companies. Together, they said, they will offer a unified "Identify-Engage-Convert-Reengage" approach.

"This acquisition marks a pivotal moment for eCommerce performance. By bringing together identity resolution, behavioural scoring, and onsite personalisation, we are creating a platform that helps brands engage and convert every visitor intelligently in real time - something the market has been demanding for years," said Fabien Sanchez, CEO, SaleCycle.

European positioning

SaleCycle said it intends to build a European-owned marketing technology platform. It positioned the combined business as an alternative to global marketing suites, with an emphasis on European data governance and integration with existing tools.

The company said its technology uses an API-first approach. It said it complements platforms such as Salesforce and Adobe and other marketing clouds. SaleCycle also characterised its approach as a modern alternative to legacy suites.

The combined business said it serves more than 300 enterprise brands across retail, travel, telecoms and luxury. The two companies cited customers including Balenciaga, Vodafone, Breitling, L'Occitane and Best Western for SaleCycle, and FedEx, A.P.C., Saint-Gobain and Sisley for BEYABLE.

BEYABLE's product line includes onsite personalisation, A/B testing, e-merchandising and analytics, according to the company. Its tools segment site traffic and tailor experiences across devices based on behavioural scoring.

SaleCycle said its identity resolution technology identifies up to 70% of anonymous and guest visitors. It also said it integrates with CRM and marketing platforms and enriches customer profiles.

Julien Dugaret said the deal gives BEYABLE wider reach and access to established sectors.

"Joining forces with SaleCycle allows us to scale our vision globally while continuing to deliver the agility and measurable ROI our customers value. This merge will enable us to address new markets and verticals that SaleCycle has supported for more than 15 years, creating new opportunities for growth and innovation for our customers," said Dugaret.

The companies did not disclose financial terms. SaleCycle said the integration will combine data, scoring and personalisation features within a single funnel-based workflow across onsite experiences and messaging channels.