“Shoppable videos” start-up Smartzer raises $400,000

Serial entrepreneur Jamie True amongst backers of innovative e-commerce firm

A start-up that allows brands to integrate e-commerce within online videos today announced its full launch, backed by $400,000 round of angel funding from a group of private investors.

Founded earlier this year by Karoline Gross, Smartzer’s technology allows brands to make videos “shoppable”, allowing viewers to click on items they like that appear on the videos and automatically create a personal wishlist, which is then emailed to them with a link to buy items.

The funding was partially used to launch the product at Vodafone’s London Fashion Weekend in September, in which it was used to allow attendees to shop for items displayed in videos on giant touch screens.

Data from the event shows that 51% of customers who viewed the videos emailed themselves a personal wishlist as a result, generating what Smartzer termed an “impressive” 42% click through rate.

Since its launch the Smartzer service has been used by a number of other fashion retailers, including high-street brand Whistles, which used a four-minute video to showcase its spring/summer 2015 collection.

The $400,000 funding comes from a group of private investors, including Jamie True, a serial entrepreneur who recently made £15m from the sale of his mobile app Grapple.

Nathalie Riddle of the British Fashion Council said: “’We are always looking for opportunities to bring leading edge innovation to our events. This season we partnered with fashion tech company Smartzer to bring shoppable video technology to Vodafone London Fashion Weekend.

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“We are extremely pleased with the feedback and results from the project that connected the latest technology with this shopping focused event. Smartzer were professional and enthusiastic to work with, going above and beyond to deliver.”


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