All posts tagged: Simsim

YouTube shutting down Indian social commerce app Simsim

YouTube shutting down Indian social commerce app Simsim

YouTube is shutting down its live social commerce app Simsim less than two years after acquiring the Indian startup but insists that it’s committed to building “a seamless shopping experience for viewers and supporting creators’ businesses.” Simsim helped small businesses in India transition to e-commerce by leveraging the rising popularity of video and creators. The startup’s eponymous app acted as a platform to connect local businesses, influencers and customers. YouTube acquired Simsim in mid-2021 in a deal that valued the Indian firm at over $70 million, TechCrunch first reported. At the time, YouTube said the acquisition will enable the video streaming giant to help small businesses and retailers in India reach new customers in even more powerful ways. With over 450 million users, the South Asian market is the largest for YouTube. The Google-owned video platform also perceives India as a testbed for experimentations (YouTube Go and Shorts being two examples.) Its acquisition of Simsim came at a time when YouTube began exploring ways to turn the video platform into an e-commerce engine. The thesis, …