YouTube acquires video shopping app Simsim

Published
Jul 21, 2021

Video streaming platform YouTube has signed an agreement to acquire Indian social commerce start-up Simsim for an undisclosed amount.

The acquisition marks YouTube’s entry into the lucrative social commerce sector in India. YouTube said that there will be no immediate changes to the Simsim app and it will provide the necessary support to help small businesses and retailers in India strengthen their customer base through the app.

“As more and more shopping happens online, video has an important role in helping viewers discover new products and find expert advice they trust. Every day, people come to YouTube to compare products, watch reviews and find recommendations from their favorite creators. Today, we are taking another step to help viewers discover and buy products from local businesses," Gautam Anand, vice president at YouTube Asia Pacific, said in a statement of the company blog.

Founded in 2019, Simsim is a social commerce platform that allows creators to post video reviews about products from local businesses. Viewers can then buy those products directly through the app.

Currently, content on Simsim is available in three regional languages including Hindi, Tamil, and Bengali. The app has a strong presence in tier 2, 3 cities across the country.