In a strategic shift, Israeli-founded unicorn Yotpo announced it will discontinue its Email and SMS marketing services—laying off roughly 200 employees (34% of its workforce)—and enter into a strategic partnership with Attentive to help customers migrate while maintaining pricing continuity.
“Tomorrow’s companies will be smaller, more focused, and much more AI-based,” said Yotpo CEO Tomer Tagrin.
Yotpo has made it clear to customers that they are free to migrate to any vendor of their choice, and that they will fully support that transition.
However the move highlights the dangers of stacking multiple channels with a single vendor: when that provider pivots, merchants can be left scrambling for replacements, migrating complex integrations and incurring steep costs.
Why Yotpo Is Shutting Down SMS and Email
The decision stems from a clear trend in customer feedback: brands want depth, not surface-level bundling. Yotpo initially expanded into SMS and Email to offer a full-stack retention suite—but quickly realized that trying to do everything meant doing nothing exceptionally well.
“The more we spread across surfaces,” said Yotpo CEO Tomer Tagrin, “the harder it became to move fast where it mattered most.”
Retention marketing has gotten more complex. Brands need fast innovation, deep integrations, and specialization—especially as AI changes how customers discover, shop, and come back. Yotpo is choosing to sharpen its focus, doubling down on what it does best, and exiting a category it once aimed to dominate.
What Merchants Can Expect
Yotpo is encouraging current users of its Email and SMS tools to begin transitioning. And to their credit—they’re not leaving brands stranded.
🔁 Partner Integrations
Yotpo has teamed up with Attentive and Omnisend to ease the migration. These include:
- Price matching for a smoother switch
- Built-in integrations with Yotpo Reviews and Loyalty
- Dedicated migration teams for a hands-off transition
📦 Migration Support Resources
Yotpo is also offering help with:
- Migrating flows, lists, and campaigns
- Preserving past data and analytics
- Reducing downtime and keeping customer experience intact
Still, many brands are rethinking if bundling is worth the risk at all.
TxtCart: SMS Built for Shopify Brands of the Future
TxtCart sidesteps these pitfalls by concentrating solely on two-way, conversational SMS marketing.
To ensure affected merchants have complete migration options without getting locked into another restrictive ecosystem, TxtCart has partnered with Seguno—a proven email marketing and reviews platform, as TxtCart CEO, Kyle Bigley, announced on August 7 via Linkedin.
Key benefits include:
- Two-way AI Conversations: Handle customer queries at $0.50 per resolution (vs $16 with human agents), driving 32× cost savings.
- Performance-Based Pricing: 10× ROI guarantee on qualifying plans, no contracts or minimums.
- Deep Shopify Integration: One-click automations, abandoned cart recovery, granular segmentation by purchase behavior, and real-time revenue analytics.
- Complete Migration Support: Through partnership with Seguno, brands get both email and SMS solutions without vendor lock-in.
“Honestly like a money printer for us,” said Gamenetics. “Within the first 45 days we added an additional $8,500 in revenue with only a small SMS list.”
What the TxtCart-Seguno Partnership Delivers:
- Seguno: Proven email marketing and reviews platform with dedicated CSM support
- TxtCart: Rapid SMS migration with AI-powered conversations, P2P checkout recovery, and personalized flows
- Modular approach: Tools that work best for your brand, no vendor lock-in or contracts
For brands needing immediate SMS support, TxtCart has launched its Migration Concierge program to help merchants move off Yotpo SMS in under 48 hours—complete with pre-built flows, white-glove support, and flexible pricing.
Brands that Migrated from Attentive (Yotpo’s “migration partner”) to TxtCart Prior to the Shutdown
- Joyride (pet harnesses) recovered over $1.8 million in SMS revenue in 2024, achieving 20× ROI and doubling checkout recovery after switching from Attentive.
- Shogun Sports (athletic gear) saw $13,848 in recovered revenue and 15.66× ROI in 28 days following their move from Attentive.
As further proof for the TxtCart platform’s SMS capabilities, Dreamwrap Sleep saw a 400% ROI in just two weeks, and OrganiGrowHairCo calls TxtCart “top tier support,” praising its seamless setup and instant results.
Founder’s Perspective
On Twitter, TxtCart founder Kyle Bigley invited both merchants and displaced employees to join:
“Hearing that Yotpo is shutting down email and sms…Merchants affected, my DMs are open as we can get you migrated in minutes… Employees affected, my DMs are open as we are hiring for a variety of roles at TxtCart.”
He also recalled the SMSBump era:
“25k merchants were left hanging after SMSBump was acquired by Yotpo…Too bloated. Too expensive. Too complicated. Dropshippers don’t want to deal with sales calls or contracts. They want quick money. That’s exactly who we built TxtCart for… We only do SMS, and we go deep as hell.”
About TxtCart
TxtCart is a Shopify-native SMS marketing platform built for e-commerce brands that demand rapid onboarding, AI-driven automation, and performance-based ROI. Focused exclusively on SMS, TxtCart helps merchants recover carts, engage customers in real time, and maximize revenue without the bloat of multi-channel stacks.