Soma Toth

Co-Founder and CEO Recart

Last Reviewed: September 18, 2026

Executive Summary

Soma Toth is a co-founder and the chief executive of Recart, an SMS marketing and list-growth platform used by Shopify direct-to-consumer brands and best known for its OneClick opt-in popups, which let a shopper join an SMS list with a single tap rather than by typing a phone number. The company is a study in following a channel rather than defending a product: founded in Budapest in 2016 to attack cart abandonment on WooCommerce, it became the first company in the world to automate marketing messages over Facebook Messenger at the end of 2017, and later rebuilt itself around Shopify and SMS as those became where direct-to-consumer commerce and consumer attention actually were. Recart is now among the highest-rated marketing apps in the Shopify ecosystem, holding a 4.8-star rating across more than 5,000 reviews.

Career Highlights

• Co-founded Recart in 2016 with Gergo Barcza, David Papp and Peter Bunda, and leads it as chief executive.
• Built the first product in 2016 against cart abandonment, the problem behind more than three quarters of online purchases never being completed.
• Was first in the world to make automated marketing messages available over Facebook Messenger, at the end of 2017.
• Moved the business from WooCommerce to Shopify and from Messenger to SMS.
• Reached a 4.8-star rating across more than 5,000 reviews on the Shopify App Store.
• Raised roughly $3.4 to $3.5 million in a single round from four investors including Day One Capital.
• Built a platform spanning one-tap opt-in popups, automated welcome, abandoned-cart and fulfilment flows, segmentation and personalisation, A/B testing, a library of more than 200,000 real SMS campaigns from other brands, and a dedicated SMS strategist included with the product.

Professional Journey

Toth co-founded Recart in Budapest in 2016 with three others — Gergo Barcza, David Papp and Peter Bunda — around a single well-documented problem in online retail: more than three quarters of shopping baskets are abandoned before checkout. The first version of the product targeted that directly, built for WooCommerce merchants.

The decisive early move came at the end of 2017, when Recart became the first company in the world to make automated marketing messages available over Facebook Messenger. At the time Messenger open rates were dramatically higher than email, and for a period the channel gave small merchants a genuinely new way to recover abandoned carts. It was also a channel owned entirely by someone else, and its viability as a marketing surface changed as Facebook’s policies did.

Recart’s response was to move twice: from WooCommerce to Shopify, following where direct-to-consumer brands were consolidating, and from Messenger to SMS, following where consumers could still be reached with permission. That is the company as it stands — an SMS marketing and list growth platform built specifically for Shopify brands, with the emphasis on the top of the funnel. Its signature feature, OneClick opt-in, removes the friction of manually entering a phone number, which is the point at which most SMS list building fails.

The rest of the platform is built around making the list pay: automated flows for welcome sequences, abandoned-cart recovery and fulfilment updates; segmentation and personalisation; A/B testing on opt-in rates; and a searchable library of more than 200,000 real SMS campaigns run by other brands. Unusually for a self-serve app, Recart includes a dedicated SMS strategist with the product at no additional cost, a decision that treats the merchant’s inexperience with the channel as the real obstacle. The company reports an average return of 36.8x for merchant customers.

Recart raised roughly $3.4 to $3.5 million in a single funding round from four investors, among them the Hungarian fund Day One Capital, and Toth is a regular guest on e-commerce and direct-to-consumer podcasts discussing SMS strategy and list growth.

Education

No education could be established. No institution, degree or field appears in Recart’s own materials, in Hungarian business press coverage of the company, in business-data profiles or in his recorded interviews.