Rokt
Rokt is an AI-powered ecommerce platform that monetizes the checkout-to-confirmation Transaction Moment for enterprise retailers and brands across 17 countries, processing 10B+ transactions annually through its AI decisioning engine, performance ad network, and acquired customer data platform.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Rokt does
Rokt is an AI-powered ecommerce transaction platform founded in 2012 and headquartered in New York, with additional offices in Sydney, Seattle, Tokyo, and London and operations spanning 17 countries. The company operates a two-sided platform built around Rokt Brain, a real-time machine-learning decisioning engine, and the Rokt Network, a global ecommerce transaction network projected to power 10B+ transactions in 2026 across 33,000+ clients. Rokt defines and monetizes the 'Transaction Moment' — the window from cart through payment confirmation — claiming it accounts for over 90% of ancillary ecommerce revenue potential, and serves enterprise retail, travel/hospitality, QSR, financial services, media/entertainment, and grocery verticals alongside a 20,000+ merchant SMB tier via Shopify.
The product portfolio centers on the core decisioning platform plus a set of monetizable modules: Rokt Catalog (1.2M+ products from 4,600+ DTC brands, built from the July 2025 Canal acquisition), Rokt Upcart and Rokt Aftersell (in-cart and post-purchase upsells; Aftersell acquired January 2024), Rokt Pay+ (payment monetization), Rokt Thanks (post-purchase monetization), Rokt Ads (performance marketing for advertisers), Rokt Catalog for Brands (marketplace distribution for DTC brands), and Rokt mParticle (an enterprise hybrid customer data platform acquired for $300M in January 2025 and now natively available on Snowflake AI Data Cloud). Rokt mParticle processes structured customer data across hundreds of integrations, while Rokt Brain performs real-time next-best-action decisioning combining recommendation, optimization, generative AI, and predictive analytics.
Rokt makes money through a hybrid of revenue streams: performance/outcome-based advertising fees on Rokt Ads, marketplace commissions on Catalog placements, subscription SaaS from mParticle (enterprise) and AfterSell/Upcart (Shopify SMB), and usage/revenue-share arrangements with payment partners including PayPal, Venmo, and Honey. The primary go-to-market is enterprise field sales targeting Tier-1 retailers and platforms, supplemented by self-serve Shopify app store distribution, channel partners (Salesforce, BigCommerce, Dentsu, M&C Saatchi), and API/SDK integrations via the Rokt Conversions API. FY2025 revenue exceeded $800M, up from $600M in 2024 (43% YoY), and the company is preparing for a potential 2026 IPO following a $335M secondary at $3.5B and a subsequent secondary at approximately $5.6B.
Rokt firmographics
Firmographics- Name
- Rokt
- Legal name
- Rokt Inc.
- Website
- https://rokt.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Rokt is an AI-powered ecommerce platform that monetizes the checkout-to-confirmation Transaction Moment for enterprise retailers and brands across 17 countries, processing 10B+ transactions annually through its AI decisioning engine, performance ad network, and acquired customer data platform.
- Ownership category
- akta.pro rank
Rokt industry classification
Industry- Product category
- Ecommerce Marketing Technology
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD)
- akta.pro secondary industry
- Merchant-of-Record (MoR) & Payment Facilitation (PayFac) Infrastructure (FSAGABAE)
Keywords
Where Rokt is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Rokt business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction-Moment Advertising (Rokt Ads): Advertisers pay Rokt on a performance/outcome basis to reach high-intent shoppers across the Rokt Network during the Transaction Moment. Marketed as 'only pay for outcomes' performance marketing channel.
- Rokt Catalog Commissions: Rokt monetizes third-party product placements from 4,600+ DTC brands into the checkout flow of ecommerce partners, taking a commission on incremental sales.
- Ecommerce SaaS for SMBs (AfterSell/Upcart/Rokt Pay+): Subscription / SaaS revenue from SMB merchants using AfterSell, Upcart, and Rokt Pay+ tools on Shopify and other ecommerce platforms.
- mParticle CDP Data Platform: Enterprise SaaS revenue from mParticle hybrid customer data platform, sold to enterprise customers for data unification and activation across hundreds of integrations.
- Usage / Revenue-share with Payment Partners: Monetization of post-transaction moments on PayPal, Venmo, and Honey confirmation pages through real-time AI-driven offer placement (usage-based revenue share).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Pay-as-you-go | Rokt Ads - performance / outcome-based pricing for advertisers |
| Subscription | Monthly | AfterSell / Upcart - SMB SaaS on Shopify |
| Transaction based/ take rate | Pay-as-you-go | Rokt Catalog - revenue share / take rate on DTC product placements |
| Other | Multi-year contract | mParticle CDP - enterprise contract pricing |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels8 records
Rokt product offering
Product offeringCore offering
Rokt operates an AI-powered ecommerce decisioning platform (the Rokt Brain) combined with a global transaction network (the Rokt Network) that delivers personalized offers, advertisements, and product recommendations to shoppers during the "Transaction Moment"—the window spanning cart, review, payment, and confirmation. The platform serves two sides: ecommerce partners (retailers, travel, ticketing, financial services) receive incremental revenue from AI-selected offers placed in their checkout and post-purchase flows, while advertisers and DTC brands acquire high-intent customers through outcome-based performance advertising (Rokt Ads) and the Rokt Catalog marketplace. Rokt also operates the acquired mParticle customer data platform for enterprise data unification and AfterSell/Upcart for SMB Shopify merchants.
Product overview
Rokt operates as a platform-plus-modules architecture centered on the AI-powered Rokt Brain and Rokt Network, its core customer relevance platform and scaled global network that powers billions of transactions annually. Around this core, Rokt offers a portfolio of specialized products: Rokt Catalog and Rokt Catalog for Brands extend third-party product distribution and brand marketplace reach; Rokt Upcart handles in-cart upsells, Rokt Pay+ monetizes payment processing, and Rokt Thanks monetizes post-purchase moments; Rokt Ads is a performance marketing acquisition channel for advertisers. Rokt mParticle is the acquired end-to-end customer data platform (CDP) that unifies and activates real-time customer data across hundreds of integrations, while Rokt Aftersell (including Upcart) extends these capabilities to SMB and Shopify merchants with post-purchase upsells. Together these products share the same AI Brain and Transaction Moment™ concept, working in concert to drive relevance, incremental revenue, and customer engagement across the ecommerce journey from cart to confirmation.
Differentiator
Problem solved
Functional benefit
Brands
- Rokt Brain and Rokt Network: AI-powered decisioning platform and scaled global network that unlocks real-time relevance in the Transaction Moment.
- Rokt Catalog
- Rokt Upcart
- Rokt Pay+
- Rokt Thanks
- Rokt Ads
- Rokt Catalog for Brands
- Rokt mParticle
- Rokt Aftersell
Products and services
- Rokt Brain and Rokt Network AI-powered customer relevance platform and scaled global network that unlocks real-time relevance in the Transaction Moment, providing the next best action and native experience for each customer across billions of transactions annually.
- Rokt Catalog Brings over 1.2 million third-party products from 4,600+ premium brands directly into the Transaction Moment, enhancing relevance and revenue streams for ecommerce partners.
- Rokt Upcart Recommends relevant upsells in-cart for up to 25% more revenue from every customer, leveraging the Transaction Moment to drive incremental value.
- Rokt Pay+ Transforms payment processing from a cost center into a profit engine by integrating relevant offers into the payment flow.
- Rokt Thanks Monetizes the post-purchase moment, turning thank-you pages into a revenue and customer experience engine.
- Rokt Ads Performance marketing channel that lets advertisers acquire high-intent customers on top ecommerce sites, paying only for outcomes during the Transaction Moment.
- Rokt Catalog for Brands Enables DTC brands to expand distribution across premium ecommerce marketplaces without managing individual retailer partnerships, maintaining brand control and product data accuracy.
- Rokt mParticle End-to-end customer data platform (formerly mParticle, acquired January 2025) that unifies customer data in real time and activates it instantly across hundreds of integrations, powering personalized experiences at scale.
- Rokt Aftersell Post-purchase upselling and cross-sell solutions (including Upcart) for Shopify and SMB ecommerce merchants, recommending relevant upsells post-purchase for up to 30% more revenue per customer.
Quantifiable outcome
- 300% YoY growth in member acquisition for BJ's Wholesale Club
- +8 more outcomes
Companies that use Rokt
Customer profileNamed customers35 records
Segments8 records
Ideal customer profiles6 records
Rokt technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability9 records
Feature7 records
Rokt partnerships and signals
Strategic signalPartnerships
42 partnerships are on record, tiered core, flagship and minor.
- Magnite, PubMatic, Taboola (PayPal Ads ID)coreRokt was an inaugural ad tech partner for PayPal Ads ID launched April 27, 2026, alongside Magnite, PubMatic, and Taboola. PayPal Ads ID is a deterministic identity solution using verified commerce data from 400M+ accounts across 25B transactions.
- American Heart Association (Go Red. Shop with Heart)coreRokt joined the AHA's 'Go Red. Shop with Heart' retail initiative in February 2026, contributing a $100,000 advertising campaign and ringing the NYSE Opening Bell to mark the campaign kickoff during American Heart Month.
- CineplexflagshipCineplex partnered with Rokt in January 2026 to integrate AI-powered relevance technology into its ecommerce checkout experience, delivering non-endemic offers to moviegoers in real time.
- FanaticsflagshipFanatics selected Rokt in December 2025 to deploy Rokt Pay+ and Rokt Thanks across Fanatics.com and team/league sites, with plans to expand into Rokt Ads and Rokt Catalog. The partnership spans North America, Europe, and Asia-Pacific. Quote from CEO Michael Rubin: 'Rokt's technology will help us deliver on our promise to fans.'
- WalgreensflagshipWalgreens' advertising division expanded its retail media network by partnering with Rokt to personalize consumer transactions using AI and machine learning and open the platform to non-endemic brands.
- Datadog (David Obstler, CFO)coreDatadog CFO David Obstler joined Rokt's Board of Directors in November 2025 as part of Rokt's preparations for a potential IPO and to align governance with leading public tech firms.
- Wise (Matt Briers, CFO)coreWise CFO Matt Briers joined Rokt's Board as an advisor in November 2025 in support of IPO readiness.
- Salesforce (Sales Cloud)coreRokt mParticle integrates with Salesforce Sales Cloud for enterprise customers to sync customer data and audience activations.
- PayPal (Venmo, Honey)flagshipRokt powers post-purchase advertisements across PayPal, Venmo, and merchant confirmation pages using machine learning to deliver targeted offers from brands like Grubhub and Walmart. Currently active in U.S. with international expansion planned in 2026. Also part of PayPal Ads ID launch with Magnite, PubMatic, and Taboola in April 2026.
- The Female Quotient (FQ)coreThe Female Quotient and Rokt launched 'The Marketing Edit' video series in October 2025 featuring C-suite marketing leaders from Gap, JCPenney, SharkNinja, and Ulta Beauty across LinkedIn, Instagram, and YouTube. Also partner on FQ Lounges at U.S. Formula 1 and F1 Academy Grand Prix races.
- SnowflakeflagshipRokt mParticle launched its Hybrid CDP natively on Snowflake AI Data Cloud in October 2025 as the first major product following the Rokt-mParticle merger, giving enterprise customers zero-copy data activation.
- Oracle Red Bull RacingflagshipMulti-year flagship partnership and F1 Academy team sponsorship. Co-created the 'Rokt the Rig' all-female iRacing team, supported Red Bull Academy Programme for women in motorsports, and partnered on the British F4 Esports Championship all-female team. Joint ESG and brand-building program.
- CinemarkflagshipRokt expanded its AI partnership with Cinemark to payment page monetization, unlocking new consumer engagement opportunities for the movie theater chain.
- Canal (ShopCanal)flagshipRokt acquired Canal (a San Francisco-based AI and services company) in July 2025 to enhance its product offerings and expand its third-party inventory network. Canal's catalog integration enabled Rokt Catalog to reach 1,900+ retailers and brands with 4,600+ DTC brands.
- ANINE BINGcoreANINE BING partnered with Rokt to deploy Rokt Catalog for Brands, enabling expansion across premium ecommerce marketplaces. Since launching in May 2025, the partnership generated $2.7M in GMV with 568% growth May-October and 37% average MoM growth.
- PetcoflagshipPetco launched a partnership with Rokt in April 2025 to open its retail media network to non-endemic brands for online advertising, with AI-powered personalization.
- MindbodycoreMindbody partnered with Rokt to deliver highly relevant online ad experiences to its fitness and wellness members.
- mParticleflagshipRokt acquired mParticle in January 2025 in a $300M deal, taking a 100% stake in the customer data platform. mParticle now operates as 'mParticle by Rokt' with its own product roadmap and co-founding executive team, forming the foundation of Rokt's ecommerce decisioning platform.
- Lowenstein Sandler LLPcoreLowenstein Sandler represented CDP mParticle in its $300M merger with Rokt as legal counsel.
- GopuffcoreRokt expanded its partnership with Gopuff to enable non-endemic advertising at checkout for U.K. brands beyond CPGs.
- Best Buy Ads CanadaflagshipBest Buy Ads Canada partnered with Rokt to deliver highly relevant customer experiences during the 2024 holiday season and beyond via AI-powered personalized advertising.
- Skip (Canadian delivery)coreRokt partnered with Skip to expand its retail media programme in Canada.
- Ulta BeautyflagshipUlta Beauty partnered with Rokt ahead of the 2024 holiday season to expand its retail media network, welcoming non-beauty advertisers for the first time.
- Just Eat Takeaway.comflagshipJust Eat Takeaway.com partnered with Rokt to expand its retail media programme, delivering high-relevance post-purchase ads to 82 million customers across the UK, Germany, and US through AI/ML personalization.
- DeliveroocoreRokt and Deliveroo forged a strategic partnership for enhanced advertising integration.
- Nectar360 (Sainsbury's & Argos)flagshipNectar360 partnered with Rokt to bring relevant online ads to Sainsbury's and Argos customers in the UK.
- AfterSell (Upcart)flagshipRokt acquired AfterSell (including Upcart) in January 2024, expanding its SMB offerings and integrating AI-powered upsell/cross-sell technology to serve 20,000+ Shopify merchants. AfterSell's founders (Dhruv Patel, Armon Shokravi, Varun Kundra, Landon Fuhr) joined Rokt leadership.
- Oracle Red Bull Sim RacingflagshipRokt the Rig is the first talent R&D program of its kind for women in sim racing, launched in 2023 in partnership with Oracle Red Bull Sim Racing.
- BigCommercecoreEcommerce platform integration partner enabling BigCommerce merchants to use Rokt products.
- Amazon Web Services (AWS)flagshipAWS is a cloud infrastructure technology partner used by Rokt to power its platform.
- LiveRampcoreLiveRamp is a technology integration partner for Rokt's data and identity ecosystem.
- AppsFlyercoreMobile measurement and attribution technology partner.
- WorkatocoreIntegration and automation platform partner.
- ImpactcorePartnership management technology partner.
- HightouchcoreHightouch documents how to set up the Rokt Conversions API, indicating a reverse ETL/data activation technology integration with Rokt.
- Acceleration PartnerscorePerformance marketing agency partner in Rokt's agency program.
- DentsuflagshipGlobal advertising holding company and agency partner in Rokt's channel program.
- M&C Saatchi GroupcoreCreative and advertising agency partner in Rokt's channel program.
- Logical PositioncoreDigital marketing agency partner.
- Hawke MediacoreFull-service marketing agency partner.
- Aim, Within, Connections (agency partners)minorListed as Rokt agency partners in the Partner Program page.
- KlarnaflagshipKlarna is utilizing Rokt Transaction Moment technology across 14 global markets, reportedly leading to a 111% YoY increase in post-transaction revenue.
Scale indicators16 records
Recent moves16 records
Expansion highlights8 records
Rokt competitors and assessment
Company assessmentDirect peers
- Zeta Global: Public marketing technology company that combines a CDP with AI-driven activation and personalization for enterprise marketers. Closest direct peer given overlap in AI-driven marketing decisioning, identity, and enterprise customer base.
- Criteo: Public ad tech company specializing in performance-driven retail media and commerce monetization across ecommerce and travel. Directly comparable to Rokt Ads on outcome-based pricing and retailer/partner integrations.
- LiveRamp: Public data collaboration and identity resolution platform used by advertisers, agencies and retailers. Comparable to Rokt mParticle's identity, audience activation and data clean room capabilities, and an existing Rokt integration partner.
- Taboola: Public native advertising and performance platform with retail media and commerce monetization products. Comparable to Rokt on outcome-based discovery commerce and was an inaugural partner in PayPal Ads ID alongside Rokt.
- Tealium: Enterprise customer data platform and tag management vendor. Direct competitor to Rokt mParticle for enterprise CDP, real-time data activation, and integrations across the marketing stack.
- Segment (Twilio): Customer data platform owned by Twilio that unifies first-party data and routes it to marketing and analytics tools. Competes directly with Rokt mParticle for enterprise CDP budgets and developer-driven integration use cases.
Broad incumbents
- The Trade Desk: Large public demand-side platform for programmatic and connected-TV advertising. Overlaps with Rokt Ads on outcome-driven, cross-channel buying but operates at much broader scale across all media, not just ecommerce transactions.
Emerging players
- Klaviyo: Public ecommerce-focused marketing automation and CDP platform serving Shopify and DTC brands. Adjacent to Rokt's SMB and enterprise ecommerce offerings, especially relevant to AfterSell/Upcart merchants.
- Yotpo: Ecommerce marketing platform providing reviews, loyalty, SMS and subscription tools to Shopify brands. Comparable to AfterSell/Upcart for SMB merchants and to Rokt Catalog for DTC brand distribution.
Others
- AppsFlyer: Mobile measurement and attribution platform for marketers. Existing Rokt technology partner that complements Rokt's first-party data strategy on the advertiser side rather than competing directly.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat8 records
Key risks6 records
Key highlights7 records
Customer concentration
Rokt social profiles
Digital presenceRokt compliance and trust
Trust signalCompliance5 records
Rokt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rokt leadership team
Management profileNumber of profiles
Profiles19 records
Rokt subsidiaries and ownership
Company hierarchySubsidiaries10 records
Rokt funding detail
Funding detailFunding overview
Funding rounds9 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rokt M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rokt
What does Rokt do?
Rokt operates an AI-powered ecommerce decisioning platform (the Rokt Brain) combined with a global transaction network (the Rokt Network) that delivers personalized offers, advertisements, and product recommendations to shoppers during the "Transaction Moment"—the window spanning cart, review, payment, and confirmation. The platform serves two sides: ecommerce partners (retailers, travel, ticketing, financial services) receive incremental revenue from AI-selected offers placed in their checkout and post-purchase flows, while advertisers and DTC brands acquire high-intent customers through outcome-based performance advertising (Rokt Ads) and the Rokt Catalog marketplace. Rokt also operates the acquired mParticle customer data platform for enterprise data unification and AfterSell/Upcart for SMB Shopify merchants.
Is Rokt a public or private company?
Rokt is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rokt founded?
Rokt was founded in 2012. It employs 501 to 1,000 people.
Where is Rokt based?
Rokt is headquartered in New York, United States, in the North America region.
How does Rokt make money?
Five revenue lines are on record. Transaction-Moment Advertising (Rokt Ads) is the primary driver. The others are rokt Catalog Commissions, ecommerce SaaS for SMBs (AfterSell/Upcart/Rokt Pay+), mParticle CDP Data Platform and usage / Revenue-share with Payment Partners.
Who are Rokt's main competitors?
Direct peers on record are Zeta Global, Criteo, LiveRamp, Taboola, Tealium and Segment (Twilio). The Trade Desk is listed as a broad incumbent. Emerging players are Klaviyo and Yotpo. AppsFlyer is listed as an others.
Does Rokt have an API?
Yes. Rokt offers a Conversions API for partners, enabling advertisers and ecommerce businesses to send conversion events and integrate Rokt's Transaction Moment technology. Technical documentation is hosted at docs.rokt.com covering integration guides for Rokt ecommerce data integration. Hightouch provides a specific guide for setting up the Rokt Conversions API. Developer documentation is at docs.rokt.com/developers/integration-guides/overview.
What industry is Rokt in?
Rokt's product category is Ecommerce Marketing Technology. Its primary akta.pro industry code is BPAFACAD, Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.), with a secondary code of FSAGABAE, Merchant-of-Record (MoR) & Payment Facilitation (PayFac) Infrastructure. Its NAICS code is 541830 and its SIC code is 7310.