Gateshead-based SaleCycle, an e-commerce performance technology provider backed by BGF, has acquired French on-site personalization and conversion optimization company BEYABLE, as the businesses move to form a combined European martech platform aimed at enterprise e-commerce brands.
The deal brings together two complementary product suites to create what the companies described as one of Europe’s most advanced full-funnel conversion platforms, designed to help online retailers improve visitor conversion and generate measurable revenue. The combined offering is expected to integrate identity resolution, behavioural intent scoring, on-site personalisation, A/B testing, and remarketing capabilities across multiple messaging channels, including email, SMS, WhatsApp and RCS.
SaleCycle said the acquisition is the next step in its evolution as an e-commerce performance provider, building on growth capital from BGF’s 2018 investment to support product innovation and international expansion. With the addition of BEYABLE’s on-site conversion tools, SaleCycle aims to offer a modern, API-first alternative to heavier legacy marketing suites, while positioning the platform as complementary to large marketing clouds such as Salesforce and Adobe.
The company also emphasized that the expanded platform will pair conversion and personalisation features with strong European data governance, helping brands address compliance requirements while improving real-time customer recognition, understanding and activation. SaleCycle said it now serves more than 300 enterprise brands across sectors including retail, travel, telecommunications and luxury, and expects the combination to broaden market reach and vertical coverage.
BEYABLE said the merger supports its plans to scale internationally while maintaining the agility and ROI-driven approach valued by customers, and that SaleCycle’s footprint and long-standing presence in multiple markets will create additional opportunities for growth and product development.
KEY QUOTES:
“This acquisition marks a pivotal moment for e-commerce performance. By bringing together identity resolution, behavioural scoring, and on-site 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.”
Fabien Sanchez, CEO, SaleCycle
“It’s fantastic to see SaleCycle deliver against its strategy to build a European-owned martech platform that offers brands a trusted alternative to global marketing suites. This demonstrates the global potential of tech businesses based across the regions, and SaleCycle is a brilliant example of impressive international expansion from a North East HQ.”
Barry Jackson, Regional Partner, BGF
“Joining forces allows us to scale our vision globally, while continuing to deliver the agility and measurable ROI our customers value. This merger 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.”
Julien Dugaret, CEO, BEYABLE
