Amazon India acquired Glowroad, a women-focused social commerce startup, in an attempt to gain a foothold in this buzzy segment where newer players have emerged in recent years.
Amazon acquired the startup in an all-cash deal. This is Amazon's first inorganic bet in the so-called social commerce space, where sellers sell their wares via platforms such as Whatsapp and Facebook. Amazon's interest in social commerce and Glowroad comes at a time when etailers are looking to expand their customer base beyond the top ten to twelve cities. Fashion, home and kitchen, and other segments drive a large volume of overall sales through the reseller network on social commerce platforms.