How Latelita Increased Consent Rate By 115% With Dataships

Latelita's International Expansion Needed More Than A Simple Checkbox

Alpay Turfan, Co-founder of Latelita, built a thriving jewelry business by focusing on affordable luxury and ethical sourcing. The brand expanded beyond the UK early on, building a base of customers in the US, Germany, and Australia.

While the US quickly emerged as their second-largest revenue source, Alpay saw even greater potential. With a market five times the size of the UK, strong consumer demand for authentic brands, and rising online spending, the US was positioned to be Latelita's most promising avenue for growth.

Alpay knew firsthand that awareness and acquisition costs are ongoing hurdles in international expansion, and that true success required more than market entry. He saw email and SMS marketing as the keys to strengthening customer relationships and controlling costs. Done right, these channels could deliver deeper engagement, encourage repeat purchases, and boost CLV.

But their consent collection wasn't built for this ambition. A generic tick box at checkout collected consent the same way for every customer, whether they were shopping from Portsmouth, Los Angeles, Berlin, or Sydney. The result: only 34% of customers opted in.

SMS consent presented its own maze. Stricter US laws made audience growth challenging and the default compliance steps — like double opt-ins — would create friction at checkout and hurt conversions.

Alpay needed a solution that could capture more engaged, high-quality leads while seamlessly managing the compliance requirements critical to Latelita's international growth. He discovered Dataships at an event put on by Dataships' partner, eCom One.

"We were always worried about the fines and losing customer trust, trying to keep up with the changes in GDPR, CCPA, and other local rules. Without a dedicated system it’s quite difficult, inconsistent, and time-consuming, so Dataships has been a great help for us."

Dataships' Dynamic Consent Puts Global Compliance On Autopilot

It only took Latelita a few minutes to activate Dataships and transform how they collect consent at checkout. The dynamic consent widget now shows every customer the optimized consent language for their location — and the results were almost instant.

"Our weekly signups immediately doubled, overnight, and this growth was consistent across all regions," Alpay shares.

The quality of these new contacts completely changes Latelita's marketing economics. With thousands of new marketable contacts flowing in, Latelita runs personalized marketing campaigns that drive real revenue. Customer retention rates have improved, repeat purchase cadence is increasing, and overall lifetime value keeps growing. Of the 2,100 new Dataships-acquired subscribers, 278 returned and spent £36,000.

"Our cost of acquiring a new customer is dropping because existing ones are buying again sooner," Alpay explained. "Those repeat sales essentially pay for the platform several times over." This is revenue Latelita can invest in expansion rather than being diverted to re-acquisition campaigns.

A few months after rolling out email, Latelita added SMS consent for the US market. Latelita now captures email and SMS consent in a single step at checkout, and all opt-in data is synced directly with Klaviyo.

And the channel has delivered: 42% global SMS opt-in rate in three months, a 30% improvement overall. US customers' CTR is 18% higher on SMS than email, with SMS converting nearly 3x better.

With Dataships, they're able to tailor their channel strategy by region. This means they can send time-sensitive drops and promotions directly via text in the US, which customers there expect, and focus on email in the UK, where "SMS feels a little bit intrusive."

With compliance now fully automated, Latelita's team has reclaimed valuable time to drive creative marketing and business growth. Freed from regulatory headaches, they can confidently focus on engaging customers and bringing affordable luxury to new audiences.

"We put compliance first, then optimize for growth. Without trust, there's no long-term brand value. Dataships gives us confidence that we can remain compliant on a continued basis."

2,100 New International Subscribers Generate £36K In Repeat Revenue For Latelita

By partnering with Dataships, Latelita accelerates its international expansion and sees dramatic gains in customer engagement and revenue growth.

Here's a quick snapshot of what happened after implementing Dataships:

• 115% increase in consent rate, from 34% to 73%
• 2,100 net-new marketable contacts
• £36K in repeat purchase revenue from new subscribers

Looking ahead, Dataship's compliance infrastructure will help Latelita enter new markets without months of prep — especially important with Canada and the Middle East next on the roadmap. "Both have complex rules, so consent optimization will be crucial from day one," Alpay noted. The company is also exploring WhatsApp for European markets, where messaging apps are preferred over SMS.

"Don't treat compliance and growth as either-or. If you ignore compliance, you risk fines and reputation damage. If you get it right, it actually drives growth. With Dataships, you don't have to choose, you get both."