“If you can create a product that can affect the bottom line of these e-commerce operators, you could find product market fit quite easily,” Cioba said. In talking to founders in the sector, he learned that the “North Star” for driving sales was conversion rate. The new investment gives Videowise a total of $4.1 million in venture-backed funds, Cioba said in an interview.Īfter working for over a decade in product design for companies, Cioba decided to embark on his own entrepreneurial journey, focusing on e-commerce. Slack Fund led the round and was joined by Founder Collective, Underline Ventures, MuVentures, Ratio Ventures, Stan Chudnovsky, Javier Olivan, Ed Baker, Scott Belsky and Gokul Rajaram. The company now has a cash infusion of $3 million in a round that closed earlier this year. The latest attracting investor attention is e-commerce video platform Videowise, founded by Romania-born product designer Claudiu Cioba in 2021.

There have also been startups embracing this space that have received some attention from investors in the past, like Cinematique, which gave it a go in 2017, Clideo and, more recently, Kahani, which doesn’t exactly describe itself as doing “shoppable video,” but its concept of content videos for e-commerce brands can certainly be considered adjacent.

The concept of “shoppable videos” has been around for at least a decade, with some big companies, like Showroom, Firework, Vimeo, YouTube and Klarna getting in on the action.

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