Social fashion discovery application Wooplr has announced its foray into commerce and now will allow users to  shop in real time from their personalized feed of curated fashion products. Wooplr users will now be able to shop from both online and brick-and-mortar stores. The company mentions that it has partnered with e-commerce brands like Jabong, StalkBuyLove and Koovs, and has exclusive associations with other retail brands.

Founded by ex-MacAfee executives Praveen Rajaretnam, Arjun Zacharia, Soumen Sarkar, and Ankit Sabharwal in March 2013, Wooplr allows users to post details of products they bought and from which shop. This allows their friends to discover new shops in their locality and interesting products to buy. Users can discover products across categories like Clothing, Food, Accessories, Handbags, Shoes, Home & Living, Beauty and Collectibles among others.

In February, the company raised $5 million from Helion Venture Partners and at the time it had claimed that it has 14,000 shops listed on the site and that it had over 1 lakh users of which about 80% are women. Wooplr co-founder and CEO Arjun Zacharia added that majority of the app’s traffic comes from women between the ages of 16 and 30 years and over 30% of their user base is in Delhi. Zacharia added that the app saw close to 10 million product views in the month of June.


– In February, discovery platform Kilp.in raised Rs 3 crore funding from investors such as Venture Nursery, members of Calcutta Angels, Mumbai Angels as well as several high net worth individuals from India and abroad. Klip essentially was a curation tool for e-commerce sites, and the company monetized with each purchase made from its sites, but later Maneesh Madambath, co-founder at Klip, informed MediaNama that Klip has completely moved out of its previous business model. Klip.in is now focusing on product discovery on categories such as fashion, home and lifestyle. It has also removed books and mobile section from the website.

– There’s also Delhi-based Buyt which works as a search engine and gets users the best deals from different ecommerce websites.  In July 2013 Buyt.in has raised $1 million funding from ValueFirst Digital Media Pvt Ltd.

–  In April last year ecommerce platform Snapdeal acquired Delhi-based fashion & lifestyle product discovery site Doozton for an undisclosed amount. Snapdeal at the time said that it will be using Doozton’s technology to feature personalized fashion listings and provide fashion product suggestions on Snapdeal.