Yotpo

Israeli-founded e-commerce unicorn Yotpo laid off approximately 200 employees in early August 2025, representing about 34% of its global workforce. This significant reduction is part of a major strategic overhaul where the company is refocusing on its core products—Reviews and Loyalty—and adopting an AI-first approach. As part of the restructuring, Yotpo is shutting down its Email and SMS marketing operations, selling that customer base to Attentive. The layoffs affected staff across its offices in Israel, Bulgaria, Poland, London, New York, and Australia, as the company aims to transform into a more focused and profitable, product-first organization.

Tel Aviv-based marketing technology unicorn Yotpo laid off 70 employees in November 2022, representing about 9% of its then 825-person workforce. The company, which provides e-commerce marketing solutions like reviews and SMS marketing, had aggressively expanded its team after securing a $230 million funding round at a $1.4 billion valuation in March 2021. However, citing a downturn in the global economy and a need to streamline operations, Yotpo made the difficult decision to reduce its headcount, with 30 of the layoffs occurring in its Israeli headquarters.