Video Could Be the next Disruptive Force in Mobile Ecommerce

MikMak, a video shopping service for mobile, just closed a $3.2 million seed round — and it’s got the attention of mobile app developers looking for the “next big thing” in ecommerce trends. Since launching last year, the disruptive app has gained an impressive following among younger demographics through a blend of custom content and a mobile-first approach.

Included in the round are celebrity investors like Gary Vaynerchuk, who has a history of predicting and profiting from mobile and social trends ahead of the curve.

Video content has been gaining on written and visual content on social networks and app platforms for years now, so it’s no surprise that it would become an integral part of the mobile shopping experience. Other startups have attempted to create “piggybacking” shopping cart services before, but MikMak is unique in it’s blend of advertising, video entertainment, and convenience.

It’s also an intruiging look at monetization for Snapchat-esque content — compelling brands to generate more of the short, upbeat, meme-heavy video pieces that Snapchat inspired. MikMak makes many of their own videos for products, but recently has been turning over more creative control to partner brands.

For now, San Francisco iPhone app developers will be watching MikMak’s growth closely for a glimpse at what the future might hold for video and mobile ecommerce. The company is already pivoting to appease retailers, featuring more control over data, cart design, and a free hand with video branding. Companies like L’Oreal are already on board, and we can expect many more to take advantage of the new markets MikMak promises to open up among younger, advertising-jaded app users.