Dovetale
Dovetale was a New York-based influencer marketing platform connecting e-commerce brands with content creators for partnership and affiliate campaigns. Following Shopify's 2022 acquisition, its technology was integrated into Shopify Collabs.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Dovetale does
Dovetale was a New York-based influencer marketing technology company that connected e-commerce brands with content creators and influencers for paid partnership and affiliate marketing campaigns. Founded in 2015, the platform served two primary user groups: online retailers seeking authentic creator partnerships, and social media creators looking to monetise their audiences through brand collaborations on commerce-enabled storefronts. Its core capabilities centred on creator discovery, authenticity verification, and brand-creator relationship management, with affiliate workflow tooling and campaign measurement built around Shopify's commerce infrastructure.
The underlying technology was an SaaS platform for creator-brand matching and partnership management, monetised through a recurring subscription model. Pre-acquisition, Dovetale raised modest disclosed capital (approximately $500,000 from Expa in 2016, plus a Talent Resources Ventures round in 2021), operated with 11–50 employees, and was led by founders including Chris Barnes (VP Engineering), Matt Schmidt, Mike Schmidt, and Navied Shoushtarian (CTO). Pricing and ARR were not publicly disclosed.
In 2022, Shopify acquired Dovetale as part of its strategy to expand creator economy and influencer marketing capabilities on the Shopify platform. Post-acquisition, Shopify CEO Tobi Lütke elevated Dovetale's founders into core operations via direct Slack consultation. Dovetale's technology was subsequently integrated into Shopify Collabs, Shopify's dedicated creator collaboration product serving both creators (collabs.shopify.com) and brands (shopify.com/collabs/find-influencers). The standalone Dovetale brand has effectively ceased independent operation, with its capabilities continuing under Shopify's commerce ecosystem.
Dovetale firmographics
Firmographics- Name
- Dovetale
- Website
- https://dovetale.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Dovetale was a New York-based influencer marketing platform connecting e-commerce brands with content creators for partnership and affiliate campaigns. Following Shopify's 2022 acquisition, its technology was integrated into Shopify Collabs.
- Ownership category
- akta.pro rank
Dovetale industry classification
Industry- Product category
- Influencer Marketing Software
- NAICS
- Web Search Portals and All Other Information Services (519290), Web Search Portals and All Other Information Services (51929)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI)
- akta.pro secondary industries
- Influencer Discovery, Vetting & Due Diligence Services (BPAFAHAE), Social Commerce & Affiliate Influencer Programs (MPAAAHAE)
Keywords
Where Dovetale is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Dovetale business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Platform/SaaS Revenue: As part of Shopify's broader ecosystem, Dovetale (now integrated into Shopify Collabs) generates revenue through facilitating influencer marketing campaigns and affiliate partnerships between brands and creators on the Shopify platform.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Dovetale product offering
Product offeringCore offering
Dovetale is an influencer marketing and creator collaboration platform that helps e-commerce brands discover, recruit, manage, and grow partnerships with content creators and influencers. The platform provides creator discovery, authenticity verification, affiliate tracking, and campaign measurement capabilities, and was acquired by Shopify in 2022 with its technology integrated into the Shopify Collabs offering.
Product overview
Dovetale operates as an influencer marketing technology platform focused on creator discovery and brand partnerships. As a Shopify acquisition from 2022, it appears to be integrated into Shopify's broader creator commerce ecosystem (Shopify Collabs), enabling brands to discover and collaborate with influencers directly on the Shopify platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Dovetale (Shopify Collabs)
Companies that use Dovetale
Customer profileSegments2 records
Ideal customer profiles2 records
Dovetale technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Dovetale partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopifyflagshipDovetale was acquired by Shopify in 2022 as part of Shopify's strategy to enhance its creator and influencer marketing capabilities. Following the acquisition, Shopify CEO Tobi Lütke elevated Dovetale's founder by making them more visible and consulting them directly through a dedicated Slack channel, integrating them meaningfully into Shopify's operations rather than assigning them to peripheral 'skunk work' teams.
Scale indicators1 record
Recent moves5 records
Expansion highlights3 records
Dovetale competitors and assessment
Company assessmentBroad incumbents
- LTK: LTK (formerly rewardStyle) is a large creator commerce platform connecting influencers to brands with shoppable content and affiliate tools, comparable to Dovetale's creator-side monetization focus.
- impact.com: impact.com is a broad partner and affiliate marketing platform with creator and influencer capabilities that overlap with Dovetale's affiliate partnership offering, though it serves a wider performance marketing mandate.
Direct peers
- Upfluence: Upfluence provides influencer search, outreach, and affiliate marketing tools for e-commerce brands, addressing the same brand-creator matchmaking workflow as Dovetale.
- Refersion: Refersion is an affiliate and influencer marketing platform built natively for Shopify merchants, directly competing with Dovetale/Shopify Collabs in the Shopify app ecosystem.
- CreatorIQ: CreatorIQ is an enterprise creator marketing platform offering creator discovery, vetting, and campaign analytics that overlap directly with Dovetale's core capabilities, serving brand marketers.
- Klear (Meltwater): Klear, now part of Meltwater, is an influencer marketing platform offering creator discovery and analytics, comparable to Dovetale's creator discovery and authenticity verification features.
- Grin: Grin is a creator management platform purpose-built for e-commerce, offering creator discovery, relationship management, and affiliate tracking comparable to Dovetale's feature set.
- Aspire: Aspire is an end-to-end influencer marketing platform for e-commerce and DTC brands, directly competing with Dovetale in creator discovery, campaign management, and affiliate workflows for online retailers.
Emerging players
- Yotpo: Yotpo offers UGC, reviews, and creator-driven content tools for e-commerce brands, providing overlapping creator content and affiliate-adjacent capabilities to Dovetale's offering.
Others
- Shopify Collabs: Shopify Collabs is the direct product successor to Dovetale within Shopify's ecosystem, serving the same brand-creator collaboration use case for Shopify merchants.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key highlights5 records
Customer concentration
Dovetale social profiles
Digital presenceDovetale financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dovetale leadership team
Management profileNumber of profiles
Profiles5 records
Dovetale funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dovetale M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dovetale
What does Dovetale do?
Dovetale is an influencer marketing and creator collaboration platform that helps e-commerce brands discover, recruit, manage, and grow partnerships with content creators and influencers. The platform provides creator discovery, authenticity verification, affiliate tracking, and campaign measurement capabilities, and was acquired by Shopify in 2022 with its technology integrated into the Shopify Collabs offering.
Is Dovetale a public or private company?
Dovetale is a private company. It is classified as corporate owned and is currently acquired.
When was Dovetale founded?
Dovetale was founded in 2015. It employs 11 to 50 people.
Where is Dovetale based?
Dovetale is headquartered in New York, United States, in the North America region.
How does Dovetale make money?
One revenue line is on record: platform/SaaS Revenue.
Who are Dovetale's main competitors?
Broad incumbents on record are LTK and impact.com. Direct peers are Upfluence, Refersion, CreatorIQ, Klear (Meltwater), Grin and Aspire. Yotpo is listed as an emerging player. Shopify Collabs is listed as an others.
Does Dovetale have an API?
No public API is recorded for Dovetale.
What industry is Dovetale in?
Dovetale's product category is Influencer Marketing Software. Its primary akta.pro industry code is MPACABAI, Influencer/Creator Marketplaces & Brand Deal Platforms, with a secondary code of BPAFAHAE, Influencer Discovery, Vetting & Due Diligence Services. Its NAICS code is 519290 and its SIC code is 7311.