Netsuite acquires Bronto in $200m deal

Netsuite has acquired Bronto in a $200m deal. The cash and shares deal brings together NetSuite, which describes itself as “the industry’s leading provider of cloud-based financials/ERP and omnichannel commerce software suites” with Bronto Software, “a privately-held cloud-based commerce marketing company.”

Zach Nelson, NetSuite CEO says of the deal: “This combination, for the first time ever, ties a rich marketing automation system with a cloud-based omnichannel commerce platform. The capabilities this solution will deliver are transformational. Just as customers demand seamless cross-channel shopping experiences, they increasingly expect companies to communicate consistently through all of their digital experiences – on site, at stores, in email or through social or mobile. By combining the two companies’ offerings and technology, we can help merchants deliver relevant and consistent digital commerce experiences throughout the customer journey.”

Bronto CEO Joe Colopy commented: “Today’s consumers expect brands to know them across every channel and marketing touchpoint. Providing that type of experience demands a unified approach to digital engagement, whether driving transactions online or offline or engaging with them through website, email, mobile or social. We’re thrilled to bring Bronto’s industry leading commerce marketing capabilities to NetSuite’s commerce solutions. This will help merchants to better engage with their customers, drive repeat purchases and build lifelong loyalty.”