Salesforce Pays $5.66 Billion To Ensure No Abandoned Cart Is Ever Truly Abandoned

SAN FRANCISCO—Salesforce agreed this week to acquire customer-engagement platform Braze for about $5.66 billion, a deal analysts said would allow brands to remind shoppers about the item they left in their cart faster, more personally and across more devices than ever before.

“Today, a shopper who looks at a lamp gets an email, a text and a push notification,” said Ingrid Solberg, a fictional martech analyst at Halyard Research. “Tomorrow, that lamp follows you into your dreams, on brand, with a 10 percent code.”

“There is no such thing as browsing anymore. There are only leads who haven’t converted yet.”

At press time, a woman in Phoenix who had looked at a lamp for four seconds in 2023 received a personalized message reading, ‘Still thinking about it?’ She was not.