The joint venture, called the Glance Collective, will choose 100 celebrities and creators to co-create a “house of brands,” combining the strengths and assets of the three platforms.
“We think of celebrities as creators, who can leverage the platform to monetise their talent and co-own the brands. A lot of celebrities and influencers are loving the innovation that Glance and Roposo offer with 120 million daily active users. It’s going to be a game-changer,” said Piyush Shah, co-founder of InMobi, and president and COO of Glance.
The new entity will generate scope for creators to earn revenue through part ownership of the brands, while also giving them access to global markets through Glance and Roposo’s user base.
Though it is still at a nascent stage in India, creator-led, interactive, and live commerce is expected to become a $40 billion opportunity by 2025. The format has already seen success in China, where it now accounts for around 20% of the country’s total e-commerce market.
E-marketer’s data shows that sales generated from…