ShopThing, which lets you buy the items influencers view, raises $10 million

You no longer have to be a rich celebrity to employ your own personal shopper. ShopThingwhich allows viewers to buy the clothes and other items they see during live streams, has just been announced $10 million in a new Series A financing led by Originating companies.

Maggie Adhami-Boyntonfounder of ShopThing, Recount Tech Crunch that she was inspired to create her platform after finding a streamer who used Instagram Live to help her followers shop for clothes. Basically, that’s what ShopThing does: its community of more than 100 personal shoppers and influencers go to stores and choose items to recommend to viewers. Anyone viewing the ShopThing feed can then purchase the featured items and pay through the app. ShopThing adds a 20% fee to all orders submitted this way, but it also works with brands like Nordström to offer exclusive discounts to its users.

In addition to its gang of streamers, four-year-old ShopThing has about 500,000 users on the consumer side. With its new funding in tow, the company plans to expand internationally. It currently ships to buyers in the United States and Canada.

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“We are currently in about seven or eight markets and we want to be in 12 to 15 markets by the end of the year and increase our team of buyers by about five times,” Adhami-Boynton said. Tech Crunch. “Looking ahead, we will be launching a membership program that will give our customers exclusive access to perks and benefits.”

The membership program mentioned by Adhami-Boynton is expected to launch in the second quarter of 2022.

In addition to ShopThing, Origin Ventures has also taken stakes in several other online video companies, including Cameo. “ShopThing sits at the crossroads of the booming live shopping market and the evolving creator economy,” the Origin Ventures investor said. Jacquie Marshall Siegmund in A declaration. “ShopThing enables Digital Natives – millennial and Gen Z consumers who shop differently than previous generations – to discover and shop luxury brands on mobile in seconds.”

Beyond Origin, other Series A entrants include Pritzker Group and Reciprocal. ShopThing is currently available on iOS.

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