On October 20, 2026, Salesforce agreed to acquire Braze for about $5.66 billion in enterprise value, or $47.50 a share in cash. The deal still needs shareholder and regulatory approval and is expected to close in 2027. (Salesforce press release)
What Salesforce is buying
Braze sends messages across web, apps, email and SMS, triggered by what each customer just did. In its announcement, Salesforce described Braze as "built to turn live customer behavior into personalized engagement at scale." The price is about 5.7 times Braze's expected revenue over the next twelve months, according to Piper Sandler, well above Braze's own two-year average of 3.6 times.
Why it matters for smaller stores
The largest companies in marketing are paying a premium for one idea: reach your own customers directly, at the moment their behavior says they're ready, on channels you own rather than rent from ad platforms.
That idea isn't limited to enterprise budgets. Web push is an owned channel: no per-message fees, no email address needed, and messages triggered by what a shopper did on your store. It's what SYNT does for Shopify and Miva stores, starting at $29 a month.
We're not Braze, and this isn't a comparison of products. It's a signal about where the value in retention is moving, and it's moving toward exactly this.