• by Ray Schultz , June 2, 2022

Ecommerce agency Commerce12 has acquired Cipher Industries, an email marketing agency doing business as Tetra. Terms were not disclosed. 

By buying Brooklyn-based Tetra, Commerce12’s will expand its client base and capabilities and increase its team from 30 to 45 people. 

“The acquisition of Tetra will enhance our client roster and provide focus and optimization in email and SMS efforts, two very important pillars of marketing in our service offering," says Adam Hanin, founder and CEO of Commerce12. 

Phillip Rivers, founder and CEO of Tetra, will be a new partner at Commerce12.

The two firms share a mission of helping ecommerce brands scale and grow their online businesses. Commerce12 works with such brands as Lids, Pure Romance, and Vintage Havana, and is a premier partner of Shopify and Klaviyo,

Going forward, Commerce12 will “continue to look for opportunities to partner with talented founders like Phillip who have accelerated clients' ecommerce and digital initiatives and fundamentally transformed how clients and their customers operate and interact," says Jonathan Tipton, CFO at Commerce12, who leads the firm's acquisition efforts.