A global leader in ecommerce, enabling companies to unlock value by making each transaction relevant at the moment that matters most — when customers are buying.
Founded: 2012
Headquarters: New York, New York, United States
Revenue: 100m_1b
Employees: 201_1k
Website: https://www.rokt.com
Rokt is an ecommerce technology company that uses artificial intelligence and machine learning to deliver personalized offers, upsells, and advertisements to consumers at the moment of an online transaction—a proprietary concept the company calls the 'Transaction Moment.' Founded in 2012 and headquartered in New York City, Rokt operates in the commerce media, post-transaction marketing, and customer data platform categories. Its product portfolio spans a publisher-side monetization network, an advertiser-side performance channel, a customer data platform (mParticle by Rokt), and Shopify-oriented upsell tools (Rokt Aftersell).
Rokt operates as a multi-sided ecommerce technology platform connecting retailers (partners), advertisers, and consumers [1]. Its core proposition is optimizing the window of time between a customer completing a purchase and the loading of a confirmation page—an interval the company calls the Transaction Moment [4]. On the partner (retailer) side, Rokt's SDK integrates into checkout and post-purchase flows to surface third-party offers, upsells, and loyalty prompts, generating incremental revenue for the merchant [7]. On the advertiser side, brands pay on a performance basis to reach consumers who have just demonstrated purchasing intent [4]. As of early 2025, the company's product suite includes Rokt Ecommerce (for retailer checkout optimization), Rokt Ads (performance advertising network), Rokt mParticle (a real-time customer data platform), Rokt Aftersell (post-purchase upsells for Shopify merchants), Rokt Catalog (curated third-party product inventory), and Rokt Pay+ (payment processing monetization) [8]. The company self-reports processing more than 10 billion transactions annually for over 1.1 billion customers, serving more than 33,000 global brands [2, 3].
Rokt was founded in Sydney, Australia in 2012 by Bruce Buchanan, a former executive who helped establish Jetstar Asia [6]. Buchanan co-founded the company after identifying under-exploited monetization opportunities during online transaction flows [7]. An early corporate step saw Rokt Pte. Ltd. acquire Rocklive, a company founded by former Google executive Justin Viles, who subsequently co-led the company's early development alongside Buchanan [7]. In 2019, Rokt acquired OfferLogic [9]. The company achieved unicorn status in October 2020 [7]. A Series E round of $325 million, led by Tiger Global Management, closed in December 2021, valuing the business at approximately $1.95 billion [5, 10]. A further secondary transaction in December 2022 raised the valuation to $2.4 billion [11]. In January 2024, Rokt acquired AfterSell, a post-purchase upsell app for Shopify merchants [12]. In January 2025, Rokt simultaneously closed a $335 million secondary share sale valuing the company at $3.5 billion [13] and completed a $300 million acquisition of customer data platform mParticle [14]. In July 2025, Rokt acquired Canal, a direct-to-consumer sales platform, subsequently rebranded as Rokt Catalog [8]. As of mid-2026, the company was reported to be preparing for a potential IPO, with more recent secondary market activity suggesting valuations materially above the January 2025 figure [15, 16].
Rokt is categorized within commerce media, post-transaction marketing, and ecommerce personalization. CB Insights includes the company in five expert collections including 'Unicorns—Billion Dollar Startups' and has noted it in at least one research brief on the 2026 tech IPO pipeline [17]. The company reported $600 million in revenue for 2024, reflecting approximately 43% year-over-year growth [18]. Notable clients include Live Nation, Macy's, AMC Theatres, PayPal, Uber, Hulu, Staples, Albertsons, and HelloFresh [13]. The company operates in at least 10 global office locations, with presence across North America, Europe, and Asia-Pacific [13]. Rokt states it serves more than 50% of the top 200 global ecommerce companies [19]. The company has a reported partnership with Oracle Red Bull Racing Formula One team [20]. Walgreens Advertising Group announced a partnership with Rokt to expand AI-powered retail media in late 2025 [21]. As of early 2026, CB Insights tracked Rokt as having filed four patents [17].
Rokt competes in the broader commerce media and post-transaction advertising landscape. Trade press analysis identifies Fluent (via its AdFlow product), Criteo, Wunderkind, and Attentive as platforms that frequently appear alongside Rokt in enterprise evaluations [22]. Fluent's AdFlow is characterized by industry observers as 'the closest enterprise network rival' in the post-transaction advertising space, providing a similar merchant revenue-share model and targeting confirmation-page placements [23]. Criteo, a larger publicly listed commerce media platform ($1.9 billion FY 2024 revenue), is focused on retail media networks and open-web retargeting for endemic brands, a use case Rokt's own blog describes as complementary rather than directly overlapping, since Rokt's focus is non-endemic, post-purchase placements [22, 24]. Tracxn cites Klaviyo, Riskified, and CommerceIQ among Rokt's broader competitive set within e-commerce enablement [5]. An independent alternatives guide notes that Rokt's curated model—where the platform selects which offers appear rather than the merchant—differentiates it from platforms such as Paylode, which gives merchants direct offer-selection control [25]. Rokt positions its first-party, transaction-data approach as a privacy-compliant alternative to third-party-cookie-dependent digital advertising channels [24].