social commerce
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Going after social commerce for sportspeople, Millions gets $10M
Millions.co, a social commerce platform geared toward professional and semi-professional athletes wanting help to monetize their fanbase by selling merch and/or on-demand video, has grabbed $10 million in funding led by Boston-based Volition Capital.
The round is being loosely pegged as a Series A as the seasoned team behind Millions self-funded the first wave of development to get the platform launched.
The founding team includes CEO Matt Whitteker, a boxing gym owner who co-founded the supply chain data management unicorn Assent Compliance and NoNotes.com; CMO Brandon Austin, co-founder of Go-Fish Cam; and, in advisor roles, Adrian Salamunovic, co-founder of DNA 11 and CanvasPop; Scott Whitteker (Fight for the Cure) and Bruce Buffer (a veteran sports announcer).
Millions launched its fan engagement social commerce platform in April — with an initial three products for pro/semi-pro athletes to pitch at their followers: Namely custom merchandize (including a free design service); ask-me-anything personalized videos; and a pay-per-view streaming offering that lets fans pay to tune into a livestream of their favorite sportsperson.
The startup’s initial plan had been to build just an e-commerce and merchandising platform but, having built that component, Salamunovic says the team decided to bundle in video products — such as personalized videos and “democratising” pay-per-view (PPV).
“Our biggest advantage and differentiator is that we are strictly focused on the sports world and fan engagement,” he tells TechCrunch. “The obvious indirect competitors are Twitch (heavily focused on e-sports/gaming), Patreon (focused on creators), Represent.com (focused on merch drops for ‘influencers’), and even OnlyFans (we know who they focus on) but we’re laser-focused on the multibillion-dollar sports market.”
“Cameo has a very similar product to our video ‘Ask Me Anything’ platform — but we don’t focus on birthday shout-outs we focus on allowing fans to ask their favorite athletes questions around their training, their success, predictions (we’ve seen a lot of gamblers use our platform to get tips) and less on things like shout-outs,” he adds. “We love Cameo, but we’re really different and focused on sports.”
“Instagram, TikTok, Snapchat, Facebook are all great social media platforms that allow athletes to engage and interact with their fans but it’s not a great place to monetize your audience,” Salamunovic also argues. “We help athletes create a brand, build a merch line, sell video content (personalized videos and watch parties all on a single platform). We’re not trying to replace any of these platforms, we’re complementing them by allowing the athletes to provide a single link and landing page for deeper interaction and monetization. The fans seem to love it too.”
At this stage, Millions only has around 300 athlete profiles live but says it has “thousands” who’ve registered interest across a variety of sports categories.
Its first focus — including for partnerships with agencies and sports leagues — has been on “combat sports and gyms”. But the platform has a long list of sports types in the search filter — from lacrosse to water polo to baseball or gymnastics — so the ambition is to go after a very broad funnel of pro/semi sportspeople.
And for every Michael Jordan or Cristiano Ronaldo — aka, those top-tier athletes who can command hundreds of millions in sponsorship fees by inking partnerships with top brands to promote their products and who you certainly won’t find selling hats on Millions — there are scores of athletes who aren’t able to cut such sweet deals and who will have far more modest fanbases.
It’s that broad field of players and performers who Millions hopes will flock to its platform — and take up its dedicated offer of social commerce tools and tech to engage with and monetize their followers.
Commenting on the funding in a statement, Sean Cantwell, managing partner at Volition Capital, suggested: “Athletes are always looking for ways to connect on a deeper level with fans, generate additional revenue streams and build their personal brands and Millions offers all of this on a single platform. We think that Millions is the future of fan engagement.”
To help grease the funnel of sportspeople it needs to drive eyeballs to its platform, Millions is offering athletes a “signing bonus” when they join and start selling — with a variety of tiers of bonus (of up to $5K) per sportsperson.
“We initially wanted to stay hyper-focused on combat sports and not try to ‘boil the ocean’. Now we’re releasing new athletes’ profiles daily and introducing new sports like football, volleyball, golf and more,” notes Salamunovic. “Really, this platform is designed for any athlete who wants to reach their fans and create new monetization channels without having to put a ton of effort into things like page design, technology, design or logistics… we take care of all that so they can focus on engaging with their fans and most importantly on their sport and training.”
“We’re looking to build the most important sports tech company in history,” he adds. “We’re going to be the Etsy ($21 billion market cap) of sports. That’s an ambitious statement but it’s true; 98% of athletes NEED our product/platform.”
Chasing that scale is why Millions is raising now. And while the early focus has been on North America — where about 90% of the onboarded sportspeople hail from currently — it reckons there’s “huge growth potential” in Europe and Asia so is very much gunning to build a global business.
It says it’ll be splashing Series A cash on growing its product engineering team and recruiting to expand its team generally, as well as spending on marketing to get the word out to athletes and get more signed up to build their own brands and sell direct to fans.
“I believe a powerful thing we’re doing, past just the product offering, is enabling athletes to have a team,” adds Austin. “With Millions, athletes get a marketing team, a personal account manager, and a design team that they can use to build their brand and product line, and to promote to, and further build, their fan base. We allow the athlete to focus on training, playing/fighting, and winning while we help take care of everything else, and coach them on how to brand and market themselves.”
Millions’ business model is to take a 20% cut of all sales athletes make via the platform — with the split remaining the same for merchandise or video sales.
For the former, Millions is using a global network of print-on-demand suppliers to do the fulfilment.
While products the platform can customize for athletes to sell as their own brand merch include t-shirts, caps and hoodies.
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Mio, a social commerce startup focused on smaller cities and rural areas in Vietnam, raises $1M seed
Vietnam has one of the fastest-growing e-commerce markets in Southeast Asia, but many major platforms still focus on large cities. This means people in smaller cities or rural areas need to deal with longer wait times for deliveries. Social commerce company Mio is taking advantage of that gap by building a reseller network and logistics infrastructure that can offer next-day delivery to tier 2 and 3 cities.
The startup, which currently focuses on fresh groceries and plans to expand into more categories, announced today it has raised $1 million in seed funding. The round was co-led by Venturra Discovery and Golden Gate Ventures. Other participants included iSeed SEA, DoorDash executive Gokul Rajaram and Vidit Aatrey and Sanjeev Barnwal, co-founders of Indian social commerce unicorn Meesho.
Rajaram, Aatrey and Barnwal will become advisors to Mio co-founder and chief executive officer Trung Huynh, former investment associate at IDG Ventures Vietnam. Other founders include An Pham (who also co-founded Temasek-backed logistics startup SCommerce), Tu Le and Long Pham.
Founded in June 2020, Mio now claims hundreds of agents, or resellers. They are primarily women aged 25 to 35 years old who live in smaller cities or rural areas. Most join Mio because they want to supplement their household income, which is usually below $350, Huynh and Venturra investment associate Valerie Vu told TechCrunch in an email.
The social commerce model works for them because they are part of tight-knit communities that are already used to making group orders together. On average, Mio claims that its resellers make about $200 to $300, earning a 10% commission on each order, and additional commissions based on the monthly performance of resellers they referred to the platform.
Mio is among a crop of social commerce startups across Asia that leverage the buying power of areas where major e-commerce players haven’t reached dominance yet. For example, lower-tier cities fueled Pinduoduo’s meteoric rise in China, while Meesho has built a distribution network in 5,000 Indian cities. Other examples of social commerce areas focused on smaller cities and rural areas include “hyperlocal” startup Super and KitaBeli, both in Indonesia, and Resellee in the Philippines.
Social commerce companies typically don’t require resellers to carry inventory. Instead, resellers pick which items they want to market to their buyers. In Mio’s case, most of their resellers’ customers are friends, family members and neighbors, and they promote group orders through social media platforms like Facebook, TikTok, Instagram or Zalo, Vietnam’s most popular messaging app. Then they place and manage orders through Mio’s reseller app.
To address delivery challenges, Mio is building an in-house logistics and fulfillment system, including a new distribution center in Thu Duc that can distribute goods to all of Ho Chi Minh and the surrounding five cities in Binh Dong and Dong Nai provinces. Vu and Huynh said Mio can process up to tens of thousands of daily order units at the center. Mio is also able to perform next-day deliveries for orders that are made prior to 8 p.m.
To lower logistics costs and ensure quick delivery times, Mio limits the number of products in its inventory. The company currently focuses on grocery staples, including fresh produce and poultry, and plans to add FMCG (fast-moving consumer goods) and household appliances, too, especially white-label goods that have a higher profit margin.
Mio’s new funding will be used on its distribution center, and hiring for its tech and product teams. The startup plans to add more personalization options for product categories and resellers, so they can build their own brand identities.
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Super, an Indonesian hyperlocal social commerce startup, raises $28M led by SoftBank Ventures Asia
Super’s founding team on Mount Bromo in East Java
In Indonesia, daily necessities often cost more in smaller cities and rural areas. Super co-founder and chief executive officer Steven Wongsoredjo said the price difference can vary from about 10% to 20% in Tier 2 and Tier 3 cities, to nearly 200% in eastern provinces. Super uses social commerce and a streamlined logistics chain to lower the cost of goods. The startup announced today it has raised an oversubscribed $28 million Series B led by SoftBank Ventures Asia.
Other participants included returning backers Amasia, Insignia Ventures Partners, Y-Combinator Continuity Fund and Bain Capital co-chairman Stephen Pagliuca, while partners from DST Global and TNB Aura invested for the first time in this round.
The funding brings Super’s total raised so far to more than $36 million, which the company says is the most funding an Indonesian social commerce startup has raised so far.
Super, which took part in Y Combinator’s winter 2018 batch, focuses mainly on cities or towns with a gross domestic product per capita of $5,000 USD or lower. It currently operates in 17 cities in East Java, and has a network of thousands of agents, or resellers, and hundreds of thousands of end buyers. The company will use its new funding to double its presence in the region and launch in other Indonesian provinces this year. It will also expand its product categories beyond fast-moving consumer goods (FMCG) and develop its recently-launched white label brand, SuperEats.
Wongsoredjo told TechCrunch that Super’s ultimate goal is to “build the Walmart Group of Indonesia without having a retail store and utilizing the social commerce aspect to build a sustainable model,” similar to the way Pinduoduo became one of China’s biggest e-commerce companies by focusing on smaller cities.
Prices for consumer goods are higher in small cities and rural areas because of two reasons, Wongsoredjo said. The first is that orders from smaller cities cost more to fulfill, with supply chain costs adding up, than larger orders, and the second is infrastructure that makes it harder for manufacturers and FMCG brands to truck goods into rural areas, so supply does not meet demand.
Super operates a central warehouse, along with smaller hubs closer to buyers. Most of Super’s products are supplied by regional FMCG brands, and group orders are delivered to agents, who in turn perform last-mile deliveries to their buyers. This keeps prices down by making its supply chain more efficient and enabling it to fulfill orders within 24 hours without relying on third-party logistics providers.
Other social commerce companies in Indonesia include KitaBeli, ChiliBeli and Woobiz. Wongsoredjo said Super had a headstart to serve smaller cities and rural areas because it does not focus on Jabodetabek, or the greater Jakarta region. Its headquarters and core operations teams are also all outside of major cities.
“We believe that by not having Jabodetabek’s presence in our DNA, we can build unique social commerce products with the hyperlocal touch to serve rural communities much better,” Wongsoredjo added. “We want to go after the rest of 90% of the market that is still under-penetrated.”
In statement, SoftBank Ventures Asia partner Cindy Jin said, “We have been impressed by the Super team’s deep knowledge and commitment to Indonesia’s underserved regions, and believe that a truly local team like theirs will be well equipped to navigate and build out a platform in this hyperlocal market.”
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AI-driven audio cloning startup gives voice to Einstein chatbot
You’ll need to prick up your ears for this slice of deepfakery emerging from the wacky world of synthesized media: A digital version of Albert Einstein — with a synthesized voice that’s been (re)created using AI voice cloning technology drawing on audio recordings of the famous scientist’s actual voice.
The startup behind the “uncanny valley” audio deepfake of Einstein is Aflorithmic (whose seed round we covered back in February).
While the video engine powering the 3D character rending components of this “digital human” version of Einstein is the work of another synthesized media company — UneeQ — which is hosting the interactive chatbot version on its website.
Alforithmic says the “digital Einstein” is intended as a showcase for what will soon be possible with conversational social commerce. Which is a fancy way of saying deepfakes that make like historical figures will probably be trying to sell you pizza soon enough, as industry watchers have presciently warned.
The startup also says it sees educational potential in bringing famous, long-deceased figures to interactive “life”.
Or, well, an artificial approximation of it — the “life” being purely virtual and Digital Einstein’s voice not being a pure tech-powered clone either; Alforithmic says it also worked with an actor to do voice modelling for the chatbot (because how else was it going to get Digital Einstein to be able to say words the real-deal would never even have dreamt of saying — like, er, “blockchain”?). So there’s a bit more than AI artifice going on here too.
“This is the next milestone in showcasing the technology to make conversational social commerce possible,” Alforithmic’s COO Matt Lehmann told us. “There are still more than one flaws to iron out as well as tech challenges to overcome but overall we think this is a good way to show where this is moving to.”
In a blog post discussing how it recreated Einstein’s voice the startup writes about progress it made on one challenging element associated with the chatbot version — saying it was able to shrink the response time between turning around input text from the computational knowledge engine to its API being able to render a voiced response, down from an initial 12 seconds to less than three (which it dubs “near-real-time”). But it’s still enough of a lag to ensure the bot can’t escape from being a bit tedious.
Laws that protect people’s data and/or image, meanwhile, present a legal and/or ethical challenge to creating such “digital clones” of living humans — at least not without asking (and most likely paying) first.
Of course historical figures aren’t around to ask awkward questions about the ethics of their likeness being appropriated for selling stuff (if only the cloning technology itself, at this nascent stage). Though licensing rights may still apply — and do in fact in the case of Einstein.
“His rights lie with the Hebrew University of Jerusalem who is a partner in this project,” says Lehmann, before ‘fessing up to the artist licence element of the Einstein “voice cloning” performance. “In fact, we actually didn’t clone Einstein’s voice as such but found inspiration in original recordings as well as in movies. The voice actor who helped us modelling his voice is a huge admirer himself and his performance captivated the character Einstein very well, we thought.”
Turns out the truth about high-tech “lies” is itself a bit of a layer cake. But with deepfakes it’s not the sophistication of the technology that matters so much as the impact the content has — and that’s always going to depend upon context. And however well (or badly) the faking is done, how people respond to what they see and hear can shift the whole narrative — from a positive story (creative/educational synthesized media) to something deeply negative (alarming, misleading deepfakes).
Concern about the potential for deepfakes to become a tool for disinformation is rising, too, as the tech gets more sophisticated — helping to drive moves toward regulating AI in Europe, where the two main entities responsible for “Digital Einstein” are based.
Earlier this week a leaked draft of an incoming legislative proposal on pan-EU rules for “high risk” applications of artificial intelligence included some sections specifically targeted at deepfakes.
Under the plan, lawmakers look set to propose “harmonised transparency rules” for AI systems that are designed to interact with humans and those used to generate or manipulate image, audio or video content. So a future Digital Einstein chatbot (or sales pitch) is likely to need to unequivocally declare itself artificial before it starts faking it — to avoid the need for internet users to have to apply a virtual Voight-Kampff test.
For now, though, the erudite-sounding interactive Digital Einstein chatbot still has enough of a lag to give the game away. Its makers are also clearly labelling their creation in the hopes of selling their vision of AI-driven social commerce to other businesses.
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How COVID-19 transformed the way Americans spend online
Ethan Smith is founder and CEO of Graphite, an SEO and growth marketing agency based in San Francisco. Ethan has served as a strategic advisor to Ticketmaster, MasterClass, Thumbtack and Honey.
COVID-19 has transformed the way Americans use their phones and the way they spend their time and money online. These shifts present both a number of challenges and a raft of opportunities for savvy growth marketers.
We’ve seen COVID-19 affect a number of verticals. A number of industries have taken a hit (like music streaming and sports), while some are expanding due to the pandemic (groceries, media, video gaming). Others have found distinctive ways to adjust the way they position and sell their product, allowing them to take advantage of changes in buyer behavior.
The key to being able to read and react to changes in this still-tumultuous time and tailoring your growth marketing accordingly is to understand how public sentiment is reflected in new purchasing behaviors. Here’s an overview of the most important trends we’re seeing that will allow you to adjust your growth marketing effectively.
By the numbers: A sheltering-in-place economy
Virtually all of the data we’ve seen shows a marked difference in buyer behavior following the WHO’s declaration of a pandemic on March 11, 2020. With consumers encouraged to stay home to deter the spread of COVID-19, it’s no surprise that the biggest change is the spike in online activity.
Image Credits: Branch (opens in a new window)
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Depop, a social app targeting millennial and Gen Z shoppers, bags $62M, passes 13M users
The rising popularity of omni-channel commerce — selling to customers wherever they happen to be spending time online — has spawned an army of shopping tools and platforms that are giving legacy retail websites and marketplaces a run for their money. Now, one of the faster growing of these is announcing an impressive round of funding to stay on trend and continue building its business.
Depop, a London startup that has built an app for individuals to post and sell (and mainly resell) items to groups of followers by way of its own and third-party social feeds, has closed a Series C round of $62 million led by General Atlantic. Previous investors HV Holtzbrinck Ventures, Balderton Capital, Creandum, Octopus Ventures, TempoCap and Sebastian Siemiatkowski, founder and CEO of Swedish payments company Klarna, all also participated.
The funding will be used in a couple of areas. First, to continue building out the startup’s technology — building in more recommendation and image detection algorithms is one focus.
And second, to expand in the U.S., which CEO Maria Raga said is on its way to being Depop’s biggest market, with 5 million users currently and projections of that going to 15 million in the next three years.
That’s despite strong competition from other peer-to-peer selling platforms like Vinted and Poshmark, and social platforms that have been doubling down on commerce, like Instagram and Pinterest. On the other hand, the opportunity is big: A recent report from ThredUp, another second-hand clothes sales platform, estimated that the total resale market is expected to more than double in value to $51 billion from $24 billion in the next five years, accounting for 10% of the retail market.
Prior to this, Depop had raised just under $40 million. It’s not disclosing its valuation except to say it’s a definite up round. “I’m extremely happy,” Raga said when I asked her about it this week.
The rise of the bedroom entrepreneur
The funding comes on the heels of strong growth and strong focus for the startup.
If “social shopping,” “selling to groups of followers,” and the “use of social feeds” (or my headline…) didn’t already give it away, Depop is primarily aimed at millennial and Gen Z consumers. The company said that about 90% of its active users are under the age of 26, and in its home market of the U.K. it’s seen huge traction, with one-third of all 16 to 24-year-olds registered on Depop.
Its rise has dovetailed with some big changes that the fashion industry has undergone, said Raga. “Our mission is to redefine the fashion industry in the same way that Spotify did with music, or Airbnb did with travel accommodation,” she said.
“The fashion world hasn’t really taken notice” of how things have evolved at the consumer end, she continued, citing concerns with sustainability (and specifically the waste in the fashion industry), how trends are set today (no longer dictated by brands but by individuals) and how anything can be sold by anyone, from anywhere, not just from a store in the mall, or by way of a well-known brand name website. “You can now start a fashion business from your bedroom,” she added.
For this generation of bedroom entrepreneurs, social apps are not a choice, but simply the basis and source of all their online engagement. Depop notes that the average daily user opens the app “several times per day” both to browse things, check up on those that they follow, to message contacts and comment on items and, of course, to buy and sell. On average, Depop users collectively follow and message each other 85 million times each month.
This rapid uptake and strong usage of the service has driven it to 13 million users, revenue growth of 100% year-on-year for the past few years and gross merchandise value of more than $500 million since launch. (Depop takes a 10% cut, which would work out to total revenues of about $50 million for the period.)
When we first wrote about Depop back in 2015 (and even prior to that), the startup and app were primarily aiming to provide a way for users to quickly snap pictures of their own clothes and other used items to post them for sale, one of a wave of flea-market-inspired apps that were emerging at that time. (It also had an older age group of users, extending into the mid-thirties.)
Fast-forward a few years and Depop’s growth has been boosted by an altogether different trend: the emergence of people who go to great efforts to buy limited editions of collectable, or just currently very hot, items, and then resell them to other enthusiasts. The products might be lightly used, but more commonly never used, and might include limited-edition sneakers, expensive t-shirts released in “drops” by brands themselves or items from one-off capsule collections.
It may have started as a way of decluttering by shifting unused items of your own, but it’s become a more serious endeavor for some. Raga notes that Depop’s top sellers are known to clear $100,000 annually. “It’s a real business for them,” she said.
And Depop still sells other kinds of goods, too. These pressed-flower phone cases, for example, have seen a huge amount of traction on Twitter, as well as in the app itself in the last week:
Ordered a new phone case off this woman from depop who makes them with pressed flowers n she sent me this :’) pic.twitter.com/oBtRtQ1MJc
— megan (@__meganbenson) June 1, 2019
Alongside its own app and content shared from there to other social platforms, Depop extends the omnichannel approach with a selection of physical stores, too, to showcase selected items.
The startup has up to now taken a very light-touch approach to the many complexities that can come with running an e-commerce business — a luxury that’s come to it partly because its sellers and buyers are all individuals, mostly younger individuals and, leaning on the social aspect, the expectation that people will generally self-police and do right by each other, or risk getting publicly called out and lose business as a result.
I think that as it continues to grow, some of that informality might need to shift, or at least be complemented with more structure.
In the area of shipping, buyers generally do not seem to expect the same kind of shipping tracking or delivery professionals appearing at their doors. Sellers handle all the shipping themselves, which sometimes means that if the buyer and seller are in the same city, an in-person delivery of an item is not completely unheard of. Raga notes that in the U.S. the company has now at least introduced pre-paid envelopes to help with returns (not so in the U.K.).
Payments come by way of PayPal, with no other alternatives at the moment. Depop’s 10% cut on transactions is in addition to PayPal’s fees. But having the Klarna founder as a backer could pave the way for other payment methods coming soon.
One area where Depop is trying to get more focused is in how its activities line up with state laws and regulations.
For example, it currently already proactively looks for and takes down posts offering counterfeit or other illicit goods on the platform, but also relies on people or brands reporting these. (Part of the tech investment into image detection will be to help improve the more automated algorithms, to speed up the rate at which illicit items are removed.)
Then there is the issue of tax. If top sellers are clearing $100,000 annually, there are taxes that will need to be paid. Raga said that right now this is handed off to sellers to manage themselves. Depop does send alerts to sellers, but it’s still up to the sellers themselves to organise sales tax and other fees of that kind.
“We are very close to our top sellers,” Raga said. “We’re in contact on a daily basis and we inform of what they have to do. But if they don’t, it’s their responsibility.”
While there is a lot more development to come, the core of the product, the approach Depop is taking and its success so far have been the winning combination to bring on this investment.
“Technology continues to transform the retail landscape around the world and we are incredibly excited to be investing in Depop as it looks to capture the huge opportunity ahead of it,” said Melis Kahya, General Atlantic head of Consumer for EMEA, in a statement. “In a short space of time the team has developed a truly differentiated platform and globally relevant offering for the next generation of fashion entrepreneurs and consumers. The organic growth generated in recent years is a testament to the impact they are having and we look forward to working with the team to further accelerate the business.”
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Social commerce startup Meesho gets $3.4M Series A to build a reseller network in India
While most of the attention paid to India’s e-commerce boom focuses on big players like Flipkart, there’s another fast-growing sector: people, mostly women, who resell items on social media. Several startups now exist to serve the so-called “housewife reseller” market. One of them, Y Combinator alum Meesho, announced today that it has raised a $3.4 million Series A led… Read More
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The New Wave Of Selling On Mobile And Social
The holiday season is here, and shoppers and merchants alike are gearing up for the busiest shopping season of the year. How will technology impact retail this season, and what’s new in 2015 about the ancient “art of the sale”? eMarketer predicts a happy holiday season for retailers this year, with US retail sales in the months of November and December increasing 5.7 percent… Read More
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