As contextual commerce transforms online shopping, social media platforms are seizing the opportunity to integrate purchasing into their platforms. These apps and websites, once just avenues for sharing updates and connecting with friends, have become robust eCommerce ecosystems. From Facebook and Instagram to TikTok and Pinterest, these platforms have been integrating shopping functionalities, blurring the lines between social networking and online shopping. Instagram, for instance, has been expanding its creator marketplace around the world, while Pinterest has been extending its reach into new types of shoppable content. In the fall, YouTube unveiled features that simplify the marketing and sale of products within videos meant to provide creators with additional opportunities to monetize their content

Fermat raises $17M in Series A funding.

SAN FRANCISCO--(BUSINESS WIRE)--Today, FERMAT, the startup that allows every retailer to create a unique shopping experience for each customer journey, announced it has raised $17 million in new financing. This will allow it to continue fueling growth for its customers, including admired social commerce brands like True Classic, Jack Archer, mindbodygreen, U Beauty, and Nood, as well as many forward-thinking advertising agencies. Bain Capital Ventures (BCV) led the funding round, with participation from existing investors Greylock, QED Investors and Courtside Ventures, bringing FERMAT’s total funding raised to over $30 million. FERMAT provides a seamless end-to-end shopping experience for consumers and greater advertising performance for commerce brands. When shoppers engage with a brand on social, email, or SMS, FERMAT uses AI and machine learning to provide a unique and personalized journey from ad to shop to sale. Throughout the process, FERMAT carries relevant information about the customer, such as products they like, discounts they’ve seen, and influencers they’ve engaged with