YouTube Snaps Up Simsim Video E-Commerce App

August 4, 2021

This seems like a natural extension. Gadgets 360 announces, “YouTube Acquires Indian Video Shopping App simsim, to Introduce E-Commerce Features in Future.” We are told simsim will continue to operate independently, but YouTube is working to help it reach new customers. Google-owned YouTube is sure to build on its new purchase, extending online video commerce to any market it can. Writer Tasneem Akolawala tells us:

“The simsim platform enables e-commerce through videos — creators make videos of products, and viewers can then buy those products from local businesses, through the simsim platform. Video-driven e-commerce is a growing category, which recently saw another company, Firework, launch in this space. Instagram has been a popular platform for small businesses to sell products online, and it appears that YouTube plans to build online video commerce in a similar manner with the simsim acquisition. On simsim, videos are available in three local languages: Hindi, Tamil, and Bengali. YouTube has not offered details on how it plans to introduce this video shopping feature on its platform. YouTube says that it has signed a definitive agreement to acquire simsim and expects to complete the transaction in the coming weeks.”

The company announced the deal in a Google India Blog post, but it did not share the financial details. We can all look forward to seeing some sort of extension of this video e-commerce approach on YouTube soon.

Cynthia Murrell, August 4, 2021

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