Opensend announced it has acquired Fueled.io, a company that helps e-commerce brands collect and activate first-party customer data across marketing and commerce tools. The acquisition is designed to help merchants better identify anonymous shoppers, unify their customer data, and activate those insights across marketing channels and customer engagement workflows.
Opensend focuses on identifying and enriching anonymous shopper activity across devices and sessions. Its technology helps brands understand who is visiting their sites and connect that activity to known customer profiles. Fueled complements this capability by collecting and organizing first-party customer events such as purchases, engagement, and site interactions, making those signals usable across marketing systems and analytics tools.
By combining the two platforms, merchants can bridge the gap between anonymous site visitors and known customers. The integrated offering is intended to enable brands to activate data across paid marketing campaigns, lifecycle messaging, on-site experiences, and measurement systems without rebuilding their existing technology stacks.
The companies said they already support a number of shared customers. Those brands are expected to benefit from deeper identity enrichment and improved signal activation as the platforms become more integrated.
Fueled was founded by Sean Larkin and built to help e-commerce teams consolidate and operationalize their first-party data so it can be applied consistently across marketing and measurement use cases. The platform focuses on transforming fragmented customer data into a structured foundation that marketing teams can easily activate.
Following the acquisition, Fueled will operate under the Opensend brand. Larkin will join Opensend as chief product officer, where he will lead product integrations and oversee innovation across the combined platform.
The companies said the deal aligns with Opensend’s broader strategy of helping e-commerce brands better leverage first-party data for marketing, personalization, and performance measurement while maintaining privacy-focused data practices.
KEY QUOTES:
“This acquisition creates a new standard for how e-commerce brands identify and engage with their customers. By pairing our identity resolution with Fueled’s robust data activation pipelines, we’re enabling brands to grow and activate their audiences like never before.”
Dahn Tamir, Co-Founder And CEO Of Opensend
“Opensend has built a reputation for integrity and innovation in data. Our shared focus on transparency, accuracy, and respect for the customer made this partnership a natural fit. Together, we’re giving merchants of all sizes the tools that only enterprise players previously had access to.”
Sean Larkin, Founder And CEO Of Fueled
