Opensend, the leader in customer identification and data enrichment, today announced its acquisition of Fueled.io, a pioneer in first-party data activation for e-commerce brands. The combined company will empower merchants to unify and activate their customer data across every channel, bridging the gap between unknown site visitors and known, loyal customers.

Together, Opensend and Fueled will help merchants better understand who is engaging with their brand and more effectively activate customer data across paid marketing, lifecycle messaging, on-site experiences, and measurement.

Opensend brings the ability to identify and enrich anonymous, cross-device shopper activity. Fueled complements this by collecting and organizing first-party customer events and ensuring those signals can be activated consistently across marketing workflows. The combined offering helps close the gap between anonymous engagement and usable customer data—without requiring brands to rebuild their existing stacks.

Opensend and Fueled already support many shared customers. These brands will benefit from deeper identity enrichment and stronger signal activation as the products come together.

“This acquisition creates a new standard for how e-commerce brands identify and engage with their customers,” said Opensend co-founder and CEO, Dahn Tamir. “By pairing our identity resolution with Fueled’s robust data activation pipelines, we’re enabling brands to grow and activate their audiences like never before.”

Founded by Sean Larkin, Fueled helps e-commerce merchants collect and organize first-party customer data—such as purchases, engagement, and site activity—and activate that data across marketing and measurement use cases. Fueled is designed to make first-party data usable, rather than siloed or limited to individual tools.

When paired with Opensend’s identity resolution and enrichments, merchants gain more complete shopper profiles and stronger signals that support targeting, personalization, and attribution.

“Opensend has built a reputation for integrity and innovation in data,” said Sean Larkin, Founder and CEO of Fueled. “Our shared focus on transparency, accuracy, and respect for the customer made this partnership a natural fit. Together, we’re giving merchants of all sizes the tools that only enterprise players previously had access to.”

With the acquisition, Fueled will operate under the Opensend brand, and Larkin will join Opensend as Chief Product Officer, leading the combined team’s integrations and performance innovation.

This acquisition supports Opensend’s broader efforts to help e-commerce brands make better use of first-party data across marketing, personalization, and measurement, while setting a higher standard for responsible, privacy-forward data practices.

About Opensend

Opensend helps e-commerce brands identify and enrich anonymous shopper activity across devices and sessions. By adding context to customer behavior, Opensend enables more relevant marketing, clearer measurement, and better use of first-party data, while maintaining a privacy-forward approach. Opensend is used by leading commerce brands to improve how customer data supports marketing and growth efforts.

About Fueled

Fueled.io helps e-commerce brands collect, organize, and use first-party customer data across their commerce and marketing tools. By bringing customer events and behaviors together into a consistent foundation, Fueled enables teams to apply their data across marketing, personalization, and measurement without requiring complex technical implementation.

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