UAB Omnisend

Omnisend is a privately held e-commerce marketing automation platform designed to help online businesses enhance customer relationships and drive sales. Founded in 2014 as Soundest and rebranded to Omnisend in 2017, the company's mission is to make sophisticated marketing accessible and intuitive for e-commerce brands. While its primary legal entity, UAB Omnisend, is headquartered in Vilnius, Lithuania, the company also maintains offices in London, UK, and Charleston, SC, USA.

The platform offers a comprehensive suite of omnichannel marketing tools, including email marketing, SMS marketing, and web push notifications. Key features encompass advanced marketing automation workflows, robust customer segmentation capabilities based on behavior and purchase history, customizable forms and pop-ups for lead generation, and detailed reporting. Omnisend leverages artificial intelligence to assist with email content generation, subject line creation, and the development of automated workflows and forms, catering to e-commerce businesses ranging from small online retailers to mid-market brands, and increasingly, B2B companies. It integrates with major e-commerce platforms such as Shopify, WooCommerce, BigCommerce, and Wix.com.

Under the leadership of Co-founder and CEO Rytis Lauris, Omnisend has expanded its global footprint, including opening a U.S. office in 2020. The company has been recognized among Europe's fastest-growing companies and serves over 100,000 customers worldwide. Recent developments include a continued focus on AI-powered enhancements to streamline marketing efforts and improve personalization. Omnisend reports that its users achieve an average return of $79 for every $1 spent on the platform.

Latest updates

Family Film Merch Dominates, Essentials Outpace Toys in $97M Amazon Spike

Event summary

  • Omnisend's analysis of Amazon movie merchandise sales in March 2026 reveals $97.4 million in revenue and 4.48 million units sold.
  • Family-oriented films generated 86% ($83.8 million) of total revenue, with Paw Patrol: The Dino Movie leading at $23.7 million.
  • A single Paw Patrol tumbler product accounted for $1.19 million in sales, significantly exceeding the category average.
  • Adult-oriented films like Project Hail Mary and The Devil Wears Prada 2 generated substantially less revenue, relying primarily on apparel sales.
  • 71% of best-selling products across films analyzed were everyday essentials like apparel, baby items, and home goods, surpassing toy and game sales.

The big picture

This data underscores a significant trend: consumers, particularly families, are increasingly viewing entertainment and related merchandise as essential, cost-effective forms of leisure. The shift away from traditional collectibles towards practical goods like apparel and drinkware reflects broader economic pressures and a desire for ongoing value. The disproportionate success of family-oriented films demonstrates the power of franchise loyalty and repeat consumption in driving merchandise sales, a dynamic that could reshape the entertainment and retail landscape.

What we're watching

Consumer Behavior
The continued prioritization of practical merchandise over collectibles suggests a sustained shift in consumer spending habits, potentially impacting broader retail categories.
Franchise Power
The dominance of family-friendly franchises highlights the enduring power of emotional connection and repeat engagement, which will likely influence future film and merchandise strategies.
Product Diversification
Whether film studios and merchandise vendors can successfully expand beyond core essentials to capture a larger share of the toy and game market remains to be seen.

Package Theft Costs U.S. Retailers $12.8 Billion Annually, Driving Delivery Infrastructure Rethink

Event summary

  • An Omnisend study estimates $12.8 billion in losses due to package theft in the U.S. during 2025.
  • Approximately 228 million packages were stolen, impacting roughly 30% of U.S. households.
  • Retailers absorbed $7.9 billion of these losses by refunding or replacing stolen items for 62% of victims.
  • 24% of victims received no reimbursement from retailers, and consumer shopping habits are shifting as a result.
  • Arizona families experienced an average loss of $298 per year due to package theft, nearly triple the national average.

The big picture

The escalating cost of package theft represents a systemic challenge for the ecommerce sector, exceeding a staggering $12.8 billion annually. This isn't merely a consumer inconvenience; it's a significant operational expense that is forcing retailers to re-evaluate their delivery and returns infrastructure. The willingness of retailers to absorb these losses is unsustainable and will likely drive a shift towards more secure and customer-centric delivery solutions.

What we're watching

Consumer Loyalty
The divergence in retailer response to theft (refund vs. no refund) will increasingly influence consumer brand loyalty, potentially creating a two-tiered market segment.
Delivery Innovation
Retailers will accelerate investment in alternative delivery methods (lockers, in-store pickup) to mitigate theft risk and maintain profitability, impacting logistics providers.
Regional Disparities
The significant geographic variation in theft frequency and cost will force retailers to tailor delivery and security strategies by region, increasing operational complexity.

Ecommerce Agencies Drive Client Revenue with Subscriber-Centric Strategies

Event summary

  • Top 10% of ecommerce agencies generate $170,000 in annual revenue per client, averaging $16.70 per subscriber.
  • SMS marketing correlates with 202% higher revenue per client, while A/B testing shows a 192% increase.
  • Automation accounts for 45% of total email revenue for top agencies, generating 9x more revenue per send.
  • Agencies in the top tier launch their first automation within eight days of onboarding a new client.

The big picture

The Omnisend report highlights a shift in ecommerce agency strategy, moving beyond simple audience expansion to a focus on maximizing the value of existing customers. This signals a maturing market where agencies are expected to deliver demonstrable ROI through sophisticated marketing techniques, rather than just subscriber counts. The findings underscore the growing importance of multi-channel marketing and automation in a competitive e-commerce landscape.

What we're watching

Channel Integration
The demonstrated revenue lift from SMS suggests agencies will increasingly bundle SMS into service offerings, potentially impacting margins and requiring new skillsets.
Automation Adoption
Widespread adoption of automation by agencies could commoditize basic email marketing services, forcing differentiation through more sophisticated segmentation and personalization.
Client Alignment
The focus on subscriber value, rather than audience growth, will require agencies to better align their client’s business goals with customer lifecycle management, potentially shifting contract structures and pricing models.

US Shoppers Embrace AI Checkout, Data Sharing Reaches New Heights

Event summary

  • An Omnisend survey reveals 80% of US shoppers are now comfortable with AI handling online purchases, a significant increase from 34% in February 2025.
  • 88% are willing to share personal data, including location and email receipts, for personalized product recommendations.
  • 70% of consumers draw a firm line against AI-driven personalized pricing, indicating a potential backlash risk for retailers.
  • 38% of shoppers have already completed purchases directly within ChatGPT, demonstrating early adoption of AI-powered checkout.
  • The survey, conducted by Cint, polled 1,072 US consumers with a +/-3% margin of error.

The big picture

The rapid adoption of AI in ecommerce, as evidenced by this Omnisend study, reflects a broader trend of consumers seeking convenience and personalization. However, the backlash against personalized pricing highlights the importance of ethical AI implementation and data governance. This shift necessitates a fundamental rethinking of the retail experience, where AI acts as a facilitator rather than a manipulator.

What we're watching

Pricing Sensitivity
The strong consumer aversion to AI-driven personalized pricing suggests retailers must proceed cautiously with dynamic pricing strategies, risking reputational damage and customer churn if implemented without transparency.
LLM Integration
The increasing reliance on LLMs like ChatGPT for purchases signals a shift in the customer journey, requiring retailers to optimize their website content and structure for AI discoverability and seamless integration.
Data Trust
While consumers are willing to share data for personalization, the significant concern about data usage (45%) indicates retailers must prioritize data security and transparency to maintain trust and avoid regulatory scrutiny.

US Shoppers Hide Purchases, Embrace Discount Hunting Amid Budgetary Strain

Event summary

  • 44% of US consumers admit to hiding online purchases from others.
  • 66% of Americans have switched to cheaper product alternatives in the past year.
  • 60% of online shoppers abandon carts expecting a discount or promotional offer.
  • 58% of purchases are driven by perceived deals, even when unnecessary.

The big picture

The data reveals a significant shift in consumer behavior driven by persistent financial pressures. This isn't merely a temporary downtrading phenomenon; it indicates a potential recalibration of consumer expectations around pricing, value, and brand loyalty. The rise in cart abandonment and the willingness to seek discounts signal a more price-sensitive and deal-driven consumer base, which will force retailers to adapt their strategies to remain competitive.

What we're watching

Brand Resilience
Premium brands will need to reassess pricing and value propositions to retain customers, as the shift to cheaper alternatives appears to be reshaping long-term expectations.
Marketing Tactics
Ecommerce platforms and brands will face pressure to optimize discounting strategies, as consumers now expect promotional offers as a standard part of the purchase process.
Household Dynamics
The prevalence of hidden purchases suggests a growing disconnect between individual spending desires and household budgets, potentially impacting future purchasing decisions and family financial planning.

Trade Tensions, TikTok Trends Shape 2025 Ecommerce Marketing

Event summary

  • Omnisend analyzed 1.5 million email campaigns from 2025.
  • 75% of politics-themed emails referenced tariffs, with 13% mentioning 'Made in USA'.
  • Stanley Cup references dominated TikTok-trend-related email mentions (54%), followed by Labubu (19%).
  • The ingredient 'protein' was mentioned significantly more often than 'matcha' (7,663 vs. 2,426 mentions).
  • Drake was the most referenced artist in music-related emails (33%).

The big picture

Omnisend's analysis reveals a significant shift in ecommerce marketing strategies, driven by macroeconomic forces and the accelerating pace of online trends. The integration of trade policy and viral internet phenomena into brand messaging underscores the need for marketers to be both responsive to current events and strategically aligned with consumer values. This data highlights the increasing complexity of brand communication in a fragmented media landscape.

What we're watching

Trade Dynamics
The continued prominence of tariff-related messaging suggests consumer sensitivity to pricing and supply chain disruptions will remain a key factor in brand communications.
Trend Volatility
The rapid shift in viral trends, exemplified by the dominance of Stanley Cup references, indicates brands must be agile and selective in incorporating internet culture to avoid appearing opportunistic.
Messaging Resonance
Whether brands can effectively leverage pop culture references like Drake and Batman to build lasting brand affinity, or if these associations will remain fleeting and trend-dependent, warrants observation.
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