Where customers are migrating from Yotpo?

When Yotpo announced the sunset of its native Email and SMS division on August 5, 2025, it marked a major turning point in the email engagement and retention marketing landscape. For more than a decade, Yotpo positioned itself as a one-stop retention platform, combining reviews, loyalty, email, and SMS. But with this strategic pivot, Yotpo is choosing to double down on Reviews and Loyalty, leaving brands to rethink their engagement strategies elsewhere.

So, the big question is: Where are customers migrating now that Yotpo has exited the email and SMS space?

Yotpo Exit and Immediate Customer Impact

In their official announcement, Yotpo made it clear: their focus will now remain on AI-driven reviews and loyalty innovations, while customers relying on Yotpo Email and SMS must transition to new providers. This shift wasn’t made lightly. Yotpo explained that brands increasingly need “deeper, faster, and sharper tools” in specialized areas rather than one bundled retention platform.

However, the reality for Yotpo customers is disruption. Businesses who counted on Yotpo for email campaigns, SMS outreach, and multichannel retention suddenly found themselves evaluating new vendors. This created a wave of migration activity across the ecosystem, which can be seen clearly in the Google Trends data from the past 30 days.

Google Trends: Yotpo vs. Klaviyo vs. Omnisend

Looking at relative search interest (Google Trends, worldwide, past 30 days), we see a distinct shift in market attention:

Klaviyo (Red Line): The clear leader. Klaviyo brand dominates search interest, with spikes in early and mid-August, precisely when Yotpo announced the shutdown. This suggests many Yotpo customers are exploring or moving toward Klaviyo, which has long been the go-to solution for e-commerce email and SMS automation.

Yotpo (Blue Line): Noticeable decline. There was a small spike in early August as users searched for “Yotpo migration” or related queries following the announcement. But overall, Yotpo visibility is quickly shrinking as customers transition out of its discontinued services.

Omnisend (Yellow Line): Steady upward climb. Though smaller in baseline interest compared to Klaviyo, Omnisend is clearly gaining traction as an alternative. Its strong Shopify integration, flexible cost structure, and automation-first approach make it especially appealing for growing and mid-market brands.

This data visualization reinforces what is happening in real time: Yotpo users are actively migrating to Klaviyo and Omnisend.

Yotpo Strategic Partnerships: Attentive and Omnisend

Yotpo isn’t leaving its customers unsupported. In fact, they announced two major partnerships to ensure smooth migration:

Attentive: Yotpo preferred enterprise-grade partner. Attentive offers white-glove onboarding, migration support, and even honors existing Yotpo contract pricing for the first year. With its Shopify Plus certification and established reputation among top e-commerce brands, Attentive is positioned as the natural destination for larger brands.

Omnisend: For high-growth, self-service brands. Omnisend is highlighted as an affordable yet powerful platform with strong deliverability, Shopify integration, and intuitive workflows. Yotpo recommends Omnisend as a strong fit for younger or scaling e-commerce companies.

Meanwhile, many brands, especially in the Shopify ecosystem are independently migrating toward Klaviyo, given its proven dominance in retention marketing.

What This Means for Brands

If you’re a Yotpo customer, the next steps are clear:

Evaluate Klaviyo, Omnisend, and Attentive based on your brand size, budget, and growth goals.

Prioritize integrations and automation, the key drivers of ROI in modern email and SMS campaigns.

Do not delay migration. Yotpo will sunset Email and SMS fully in December 2025, so the earlier you move, the smoother the transition.

The migration wave we are witnessing is more than just a vendor change. It represents a broader industry shift where specialized, AI-powered platforms are overtaking bundled retention stacks.

Yotpo exit from Email and SMS is creating a new era of opportunity for platforms like Klaviyo, Omnisend, and Attentive. Early signs; both in Google Trends data and in Yotpo own strategic partnerships, show where the momentum is headed.

For brands, this is not just about replacing a tool. It’s a chance to level up retention strategies, adopt deeper automation, and future-proof engagement in a fast-changing, AI-driven marketing landscape.