Dotdigital Expands Reach with Social Snowball Acquisition
Deal News | Jun 26, 2025 | Business Cloud
In a strategic acquisition aimed at enhancing its influence in the influencer, affiliate, and referral marketing arena, Dotdigital, a UK-based SaaS company listed on the London Exchange, has acquired Social Snowball Holdings, Inc., a Miami-based eCommerce platform. Valued at £25.5 million, the acquisition involves an initial cash outlay of £14.5 million, with an additional performance-based earnout. Social Snowball, known for its automated marketing solutions on Shopify, boasts a client roster of more than 1,500, including renowned brands like G Fuel and Blume. This move strengthens Dotdigital's footprint in digital marketing, reinforcing its one-stop marketing solutions. The acquisition was welcomed by executives on both sides, with Noah Tucker, founder of Social Snowball, and Milan Patel, CEO of Dotdigital, highlighting the strategic synergy and shared vision for future growth. Meanwhile, Dotdigital's shares have experienced volatility but show promise following this acquisition.
Sectors
- Software as a Service (SaaS)
- Influencer and Affiliate Marketing
- Digital Marketing
- eCommerce
Geography
- United Kingdom – Dotdigital is headquartered in London and is listed on the London Stock Exchange.
- United States – Social Snowball is based in Miami, Florida, and provides SaaS solutions to primarily North American eCommerce businesses.
Industry
- Software as a Service (SaaS) – Dotdigital is a SaaS company that provides platform-based services for marketing automation and customer experience.
- Influencer and Affiliate Marketing – Social Snowball operates within the influencer, affiliate, and referral marketing industry, providing automated marketing solutions targeting eCommerce brands.
- Digital Marketing – The acquisition strengthens Dotdigital's capabilities in digital marketing, broadening their offerings for cross-channel marketing solutions.
- eCommerce – Social Snowball targets eCommerce brands and is integrated with Shopify, enhancing digital marketing strategies for online businesses.
Financials
- £25.5 million – Total value of Dotdigital's acquisition of Social Snowball.
- £14.5 million – Initial cash payment made by Dotdigital for the acquisition.
- £11 million – Potential earnout from the acquisition, conditional on performance.
- £220.8 million – Dotdigital's market cap.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Dotdigital | Acquirer | Company | A UK-based SaaS company focused on customer experience and marketing automation software. |
| Social Snowball Holdings, Inc. | Target | Company | A US-based platform specializing in influencer, affiliate, and referral marketing for eCommerce brands. |
| Noah Tucker | Leader of Target Company | Person | Founder of Social Snowball who will continue leading the company under Dotdigital. |
| Milan Patel | CEO of Acquirer | Person | CEO of Dotdigital, leading the company through strategic expansions. |