Apr 12, 2026
Brands spend millions on marketing technology. They have the data. They have the automation. They have the AI-generated subject lines and the perfectly designed email templates. And yet - over half of consumers say the messages they get from brands still miss the mark.
That's a strange disconnect. The infrastructure is there. The data is there. So what's broken?
The decisions.
Most e-commerce marketing still runs on static rules and broad segments. Someone buys a moisturizer - they get a discount code for a random product the next day. Someone purchases a retinol serum - they're immediately hit with a promotion for something unrelated. The marketing automation fires on schedule, not on understanding. Brands aren't really deciding what to say to each customer. They're guessing - at scale.
Replenit builds the layer that was missing: an AI decision engine that figures out what each customer actually needs, and whether this is the right moment to reach out.
Fewer messages, more revenue
The product sits on top of a brand's existing marketing stack - Salesforce, Braze, Klaviyo, Bloomreach, whatever they use - and adds intelligence to the decisions those systems execute. Replenit doesn't replace anything. It plugs in and makes the existing tools smarter.
Here's what that looks like in practice. A customer buys a retinol serum. Instead of blasting them with a generic cross-sell the next morning, Replenit's engine calculates how long retinol adaptation typically takes, watches for signals that the customer is ready for the next step, and only then suggests a complementary product - a post-treatment peeling or a moisturizer. The message that arrives doesn't feel like marketing. It feels like a recommendation from someone who actually understands skincare routines.
The result: brands send fewer messages and make more money on the ones they do send. L'Occitane en Provence saw a 235% increase in post-purchase revenue after deploying Replenit. iBOOD, one of Europe's largest flash-deal retailers, attributes 6.3% of its total company revenue to decisions powered by the engine.
And there's a detail worth noting: every Replenit contract includes a guarantee of 10x return on investment, with an exit clause if results don't materialize. So far, not a single client has used it.
Why the timing is right
Two things happened at the same time. First, e-commerce brands finally built out their data infrastructure - CDPs, CRMs, marketing automation platforms. The pipes are in place. Second, customer acquisition costs went through the roof. Getting a new customer is expensive. Keeping an existing one and growing their lifetime value is where the margin is. But the tools that were supposed to help with retention are still optimizing for volume of messages, not quality of decisions.
Meanwhile, AI adoption in marketing exploded - but mostly on the content side. Everyone's generating copy, images, subject lines. Almost nobody is using AI where it matters most: deciding what to say to whom and when. That's the gap Replenit fills.
Six founders who've done this before
This is where the story gets interesting. Replenit was founded by six people who previously worked together at Insider - a global marketing automation platform they helped scale from around $10 million to a $2 billion valuation, serving over 300 enterprise clients across Europe, the UK, Latin America, and CIS.
They know exactly what enterprise marketing teams struggle with, because they spent years on the other side of the table - selling, implementing, and supporting martech for brands like Estée Lauder, AS Watson, and Clarins. Ilyas Kurklu (CEO) spent a decade in Insider building enterprise relationships. Cenk Karacaev (CRO) drove growth across EMEA and LATAM. Caner Demir (CMO) ran customer success for CEE and Nordics. The product and tech side - Ömer Özden (CPO) and Egemen Akdan (CTO) - built and integrated marketing systems for global clients before founding Replenit.
What makes the team particularly compelling: they didn't start by building technology and then looking for a market. They started from a decade of watching enterprise brands struggle with the same problem and said - we can fix this.
The team has also attracted serious talent on the AI side. Their Head of AI, Emre Erdoğan, is a PhD candidate researching Theory of Mind at the University of Rotterdam - which is directly reflected in how the product thinks about individual customer intent rather than statistical averages.
Why we're getting involved
We invested because we saw a combination that's hard to find at this stage:
A problem hiding in plain sight. Brands are drowning in data and marketing tools but still making decisions like it's 2015. The gap between data infrastructure and decision intelligence is real - and getting wider as the volume of customer data grows faster than teams can process it.
A product that proves itself. 21 paying clients including L'Occitane, Estée Lauder, and Beko - across the US, UK, Germany, France, Netherlands, Turkey, UAE, Chile, and Australia.
A team that's been here before. Six co-founders who scaled a martech unicorn together, now building the product they wished existed when they were on the vendor side. They know how enterprise sales cycles work. They know what implementation looks like. They know how to earn trust from global brands. That experience compresses years of learning into months.
What's next
Replenit closed a $2.5 million seed round co-led by Movens Capital and Vastpoint, joined by Logo Ventures, Finberg, and an angel investment from Mati Staniszewski - the CEO and co-founder of ElevenLabs. The capital goes toward R&D and engineering expansion in Poland, plus market growth in the US.
The ambition is clear: become the default decision layer for e-commerce marketing. Not another dashboard. Not another automation tool. The intelligence that sits between the data and the action - and makes every customer interaction count.
If you're building AI that solves a real operational problem for enterprise - not just generating content but actually making better decisions - we'd like to hear from you.
