Discover How BOND Captivated Audiences with Revolutionary Live Shopping Tactics and Raised a Jaw-Dropping $2M!

Live shopping may not be as popular in the US as it is in other parts of the world, but BOND founders Maddie Raedts and Sam Robinson believe they have cracked the code with an inspiration-driven shopping platform that focuses on creator influence rather than product.

For Raedts and Robinson, “inspiration-driven” means taking a creator and content-first approach to live shopping and putting the “creator in the driver’s seat and at the forefront of the experience,” Robinson said. BOND offers a place where creators can connect with their audience in a more interactive way and then with a frictionless shopping experience.

“BOND connects creators, brands and consumers in the most premium lifestyle categories,” CEO Raedts told TechCrunch. “For the first time, there is a platform that aligns all the incentives and is the missing piece of the puzzle that hasn’t been there before. Based on the incredible traction we’ve already been getting from our creators and our brands, the hunger is there for something to happen in this space.”

Prior to founding the company in 2022, Raedts, who has a background in influencers, fashion and beauty, was the founder and former creative director of influencer agency IMA, which was acquired by S4 Capital in 2019. Robinson has operations experience, having previously spearheaded the North American launch of Soho House’s Soho Works and worked on operations and strategy for WeWork’s expansion in Japan.

BOND Live Shop Creator Profile. Image Credits: BOND

The company launched its platform on Tuesday with more than 65 creators and 50 brands already signed up. Some of the creators include Valeria Lipovetsky, Kit Keenan, Allegra Shaw, and Alyssa Lynch. Together, those early creators have an audience reach of more than 35 million, Robinson said in an interview.

Attracting new customers has become more difficult in recent years amid privacy regulations and new technologies that have increased the cost of acquisition. So much so that The fashion business reported that “brands spent more than three times the amount to acquire each customer in 2022 than they did in 2013.”

BOND is in a space full of people who are working to solve this problem. The space includes social media giants such as Tik Tok and Youtube; retailers like walmart; and trading technology companies, including NTWRK, Anything, live pop shop, storething, upmesh, buy with, Fireworks and Drip. Others, like instagramhe started shopping live, then decided to shut down those shows when they didn’t rise in popularity.

It also means that creators and brands must be creative. Traditional marketplaces have creators who share their story on social media and then sell on separate platforms. With BOND, creators can engage with consumers through live content or pre-recorded content that continues to sell as long as the product is available, Raedts said. Shoppers can browse creator profiles and discover products.

On the reverse side, BOND manages post-purchase data and operations information, including logistics, customer service, and returns. Additionally, the APIs connect to a brand’s real-time inventory so that the brand can use BOND as a new sales channel.

In terms of revenue, BOND earns a small acceptance fee from brands for each product sold on the platform, a portion of which goes to creators.

“Creators have incentives to sell products to their audiences,” Robinson said. “Brands are encouraged to participate in the platform because they see it as a new channel. And shoppers are incentivized because they have a new way to discover products and get inspired.”

The launch follows a pre-seed investment of $2 million that closed earlier this year. Nordstar led the round that included participation from Day One Ventures, Nomad Capital, and a group of individual investors, including Daniel Gutenberg, Intermix founder Khajak Keledjian, Magic Mind founder James Beshara, and Mint House CEO , Christian Lee.

The company plans to use the new funding on product development, hiring additional employees and general growth.

“We are definitely determined to launch and make our product really great,” Raedts said. “New features will be released on a regular cadence that focus on improving shopper, brand, and customer experiences. You’ll see data personalization and a loyalty and rewards program. In the long term, we see BOND as the ultimate destination for discovery, entertainment and commerce by making BOND a part of people’s everyday lives.”