One startup continues to find ways to flip the script on e-commerce.
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Flip, the TikTok -like platform that allows brands to sell goods to consumers through video testimonials from other customers, announced Tuesday it had acquired Curated for $330 million. The newly acquired startup, which allows consumers to receive personalized recommendations on high-ticket, specialized outdoor goods , will operate independently under Flip, according to the two companies.
As part of the deal, Curated’s current CEO, Eduardo Vivas, will become Flip’s chief operating officer.
Flip’s value proposition is that it allows average people to become influencers with relative ease. Brands can sign up to sell their products directly through Flip. From there, consumers who purchase brands’ products are incentivized to create videos sharing their feedback on the products they ordered and received.
Already, Flip has onboarded a number of cosmetics brands, lifestyle and home brands and men’s and women’s clothing brands. It even has a few big-name fashion and apparel labels, like Adidas , Michael Kors and Saint Laurent , on the platform.
According to the company, the acquisition of Curated will help it expand into the specialty outdoors market further. While it already offers some outdoor wares, it seems Flip believes that there’s an inherent value in using trained specialists to answer consumers’ questions about high-value, high-importance purchases, like fishing rods, golf clubs or skis in a way other consumers may not be able to do in short-form product review videos.
Vivas said the two companies’ unique core benefits will prove valuable to Flip’s overall strategy.
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“By combining our strengths, we are committed to ensuring an honest and genuine shopping experience, powered by individuals who are passionate about sharing what they love,” he said in a statement. “Together, we will continue to champion authentic recommendations and create a vibrant, community-driven marketplace.”
A number of brands have started to play with video commerce tools. While TikTok Shop remains the sector’s big name, TikTok’s future in the U.S. market remains somewhat uncertain . That in mind, some brands have started to pivot their video-centric strategies by adding products to platforms like Flip or by adding video widgets to their own sites to aid consumers with product discovery.
As they do so, many brands have discovered that authentic, customer-led content can bring big returns. Flip may be the next platform to reap the benefits of that interest; already, investors have dumped over $230 million into the company. Its latest funding announcement in April shared that the company had secured a $144 million Series C round.
Noor Agha, Flip’s CEO, said that this acquisition is proof that, even as other companies rely heavily on technology for consumer-facing upgrades to their product or service, his company will keep people at the center of its strategy.
“With the acquisition of Curated, we are accelerating our strategy to reshape e-commerce by emphasizing authentic human interaction and high-quality products,” Agha said in a statement. “In an age where most shopping platforms rely heavily on algorithms, our focus remains on creating a people-powered shopping experience that fosters genuine connections and personalized recommendations, ensuring our customers receive the best possible guidance and satisfaction.”
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