Salesforce just dropped $5.66 billion on Braze — the retention tool thousands of DTC brands depend on. Plus Allegro unlocks Ukraine and loyalty rewards move inside your mobile wallet.
In this episode:
<ul>
<li>Salesforce is acquiring customer engagement platform Braze for $5.66 billion — one of the biggest martech deals of 2026 — with plans to use Braze's AI for real-time personalisation across channels.</li>
<li>Allegro, Central Europe's largest online marketplace, is opening its Polish seller catalogue to Ukraine's 35–38 million consumers via cross-border access, with no localised site or logistics build required.</li>
<li>Wildfire Systems and Badge are partnering to embed merchant cashback and loyalty offers directly into Apple Wallet, Google Wallet, and Samsung Wallet, putting brand rewards at the moment of payment.</li>
</ul>
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Salesforce acquires Braze for $5.66B, Allegro opens to Ukrainian shoppers, and Wildfire Systems puts merchant cashback inside Apple, Google and Samsung Wallet.

Salesforce Buys Braze, Allegro Enters Ukraine & Wallet Loyalty

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