YouTube buys Indian short video based shopping app simsim

Google-owned YouTube has acquired social commerce startup simsim for an undisclosed sum, as the company aims to help viewers discover and buy products from the 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, vice president, 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 e-commerce by using the power of video and creators.

“We started simsim with the mission of helping users across India shop online with ease, enabled through small sellers and brands showcasing and selling their products using the power of content by trusted influencers,” said simsim cofounders, Amit Bagaria, Kunal Suri and Saurabh Vashishtha.

In the app, creators post video reviews about products from local businesses, and viewers can buy those products directly through the app.

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