Google-owned YouTube has acquired social eCommerce startup simsim for an undisclosed sum, as the company aims to help viewers discover and buy products from Indian retailers through video.
By bringing short-video shopping app simsim and YouTube together, the company said that it aims to help small businesses and retailers in India reach new customers in even more powerful ways.
“There will be no immediate changes to simsim, the app will continue operating independently while we work on ways to showcase simsim offers to YouTube viewers,” said Gautam Anand, VP, YouTube APAC.
To date, simsim has raised nearly $17 million and was recently valued at over $50.1 million.
simsim is helping small businesses in India transition to eCommerce by using the power of video and creators.
The simsim app serves as a platform to connect local businesses, influencers, and customers.
“Being a part of the YouTube and Google ecosystem furthers simsim in its mission,” they added.
This is how the app works.
Creators post video reviews about products from local businesses, and viewers can buy those products directly through the app.
Videos are available in three local languages, including Hindi, Tamil, and Bengali, enabling retailers of all sizes to reach buyers through videos in their preferred language.
With over 2,500 YouTube creators with over one million subscribers, and the success of YouTube Shorts, which was launched in India first, the company said it is committed to bringing the best of YouTube to India and growing the creator community by making it even easier for the new generation of mobile-first creators to get started.