Google's YouTube has signed a definitive agreement to buy video shopping app simsim as it looks to help discover and buy products from Indian retailers.
Google India said in a blogpost, “Online video will continue to grow as the primary way to find information, entertainment, and connections in India. With over 2,500 YouTube creators with over one million subscribers, and the success of YouTube Shorts, which we launched in India first, we’re committed to growing the creator community by making it even easier for the new generation of mobile-first creators to get started."
Started in July 2019 by Amit Bagaria, Kunal Suri, and Saurabh Vashishtha, simsim helps small businesses transition to e-commerce through influencer-based videos in three Indian languages, Hindi, Tamil, and Bangla. It counts Shunwei Capital and Accel Partners among its investors and has raised around $16 million so far.
Gautam Anand, Vice President for YouTube Asia Pacific, said in the blog post, “The app will continue to operate independently and there will be no immediate changes while they work on ways to showcase simsim offers to YouTube viewers.”
Amit Bagaria, Kunal Suri, and Saurabh Vashishtha, Co-Founders, simsim, stated in a joint statement, “Being a part of the YouTube and Google ecosystem furthers simsim in its mission. We cannot think of a better ecosystem in which to build simsim, in terms of technology, reach, creator networks, and culture. We can’t wait to be part of YouTube and are excited to build simsim within the most admired tech company in the world.”
Gurugram-based simsim competes with Info Edge (India)-backed Bulbul and Venture Catalysts-backed Kiko TV in the video commerce space, while Glance recently acquired Shop101 to enter the celebrity and influencer-led live commerce segment.