INNOVATORS VS COVID 19

Twik Brings Web Personalization to Everyone

Published

3 years ago

02/15/2021

Kossi Adzo

We talked to Roi Sorezki, founder of Twik about tracking and analyzing auto-detected business goals and this is what he said about it.

First of all, how are you and your family doing in these COVID-19 times?

Roi Sorezki: We’re doing well, my brother is dealing with retail stores being closed down around Spain which isn’t great, but other than this, we’re all well, especially as my little sister is about to give birth for the second time, which is exciting for us all. Twik is doing great this time as the corona spiked eCommerce, which is our main sector.

Tell us about you, your career, how you founded Twik.

Roi Sorezki: I started my first startup in 1997 when I was 13 years old and have been doing the same since (over the past 24 years). Twik started its journey at the Sorezki Ltd. incubator (sorezki.com) which is a marketing agency combined with an incubator I operate. In August 2018 we spun it off to a separate company and raised its first official seed round in April 2019 (at a pre-money seed valuation of $11MM and $13MM post).

How does Twik innovate?

Roi Sorezki: We are the first to offer plug-and-play, effortless, affordable, automated personalization and the first to offer such tools on eComm’ platform marketplaces (such as Shopify’s). For the first time, eCommerce personalization is available for small-medium businesses. Also, we created 10 proprietary technologies to enable Twik, and these include a first of its kind solution to replace cookies, lasting longer and with greater accuracy.

How the coronavirus pandemic affects your business and how are you coping?

Roi Sorezki: In a very positive manner. Due to the corona, we decided to offer our solution to SMBs as an app. Before that, we dealt only with enterprises. The increase of use in platforms such as Wix and Shopify led us to pivot and focus mainly on platform stores that can now, for the first time enjoy such a solution.

Did you have to make difficult choices and what are the lessons learned?

Roi Sorezki: On the note of the previous answer, the main difficulty was dealing with enterprise clients as a small startup- we changed the strategy so our partners would deal with them on high ‘revshare’ and we’ll focus on the product, which enabled us to scale, and we now get more installations than ever before on marketplaces (the fact Shopify has selected us to be presented under the ‘Staff Picks’ category at the top of their marketplace also helped).

What specific tools, software, and management skills are you using to navigate this crisis?

Roi Sorezki: Our ability to quickly pivot and remain agile is our best advantage during such times, hence the one we’ve made with marketplaces.

Who are your competitors? And how do you plan to stay in the game?

Roi Sorezki: There are plenty of players in our industry including Optimizely and Google Optimize. However, we’re the first and only tool to offer real-time, plug and play, automated personalization, and the first to offer many-to-many live personalization services to SMBs at a monthly price starting $9 (with 30-day free trial)