Smartrr, the leading subscription and loyalty platform for Shopify merchants, today announced that it has been acquired by Relay Commerce, a powerful e-commerce enablement platform built to grow and scale brands through a suite of personalized messaging, social commerce, and customer retention solutions.

This strategic acquisition is a defining moment for Smartrr, a leader in subscription innovation. Since its inception, Smartrr has pioneered industry-first features like giftable subscriptions, loyalty programs, and rewards, transforming the way brands engage with their customers. Over the past four years, Smartrr has powered more than $300 million in transaction volume across 4.5 million subscription orders—helping brands build stronger, more profitable customer relationships.

“We’ve always believed in the power of bringing great people together to build something truly impactful.” said Gabriella Tegen, CEO of Smartrr. “This acquisition represents a natural next step in realizing our vision. Joining forces with Relay Commerce will allow us to scale our platform in new and exciting ways, delivering more value to our clients than ever.”

Relay Commerce’s platform is strategically focused around three verticals that help merchants attract, convert, and retain customers. This move strengthens Relay’s position in the Shopify landscape by integrating Smartrr’s advanced subscription management technology into its growing suite of solutions.

“The remarkable success stories of the Shopify merchants using the Smartrr platform are well known and validate the team’s commitment to build on the leading edge in the subscription space. We are excited to partner with the Smartrr team and merchants to grow to new heights.” said Ricardo Hinds, CEO of Relay Commerce.

With the addition of Smartrr, Relay Commerce will provide an even more robust infrastructure for brands looking to scale their subscription businesses with ease. The combined expertise of both teams will enable merchants to build stronger, more profitable customer relationships with a comprehensive retention offering.

"This milestone is the culmination of an intense 4 year journey," reflected Tegen. "Building Smartrr has been a labor of love, requiring unwavering commitment through countless late nights and early mornings. Our team's resilience and focus on our merchants' success have been the driving forces behind our growth. This acquisition is a testament to the genuine hard work and innovation that have been the hallmarks of Smartrr since day one.”