This is 21Buttons: the Spanish social network to buy fashion that has closed a round of €14.5 million

Throughout the , the have been adapting to the presence of fashion bloggers and it girls and trends have occupied a large space in them, especially on Instagram. However, the 21Buttons application has gone a step further and allows direct purchase from the social network. An innovative model that has closed its fourth,

21Buttons, in international expansion

The new round of financing from 21buttons will help your growth and expansion to the United States and has been led by Idinvest Partners, in addition to participating the previous shareholders, such as Breega, Kibo Ventures, JME VC, 360 Capital Partners and Sabadell VC.

With this round, 21buttons has accumulated so far €26.4 million in financing, since the last round last October, managed to raise 8.4 million.

The company was founded at the end of 2015 by Jaime Farres and Marc Soler, who currently hold the positions of director of operations and CEO respectively, and so far has almost two million active users per month in Spain, Italy, Germany and .

How 21Buttons works

The , which is available on iOS and Android, is a social network in which users, mostly women under 25, can upload photos of your clothes and favorite accessories or directly a photo of you with the created outfit.

When uploading the photo, the products that appear in it must be categorized, which can be done through different channels: if the garment is part of the app’s database, simply take a photo of its barcode and the associated information (price and web link of the brand in which it can be purchased), if it is not cataloged, the data must be loaded manually.

All users can upload their photos and buy products. for this last just click on the chosen product and it will be redirected to the brand’s online store, so it allows you to buy everything that is shared on the social network with a single click.

Garments can also be stored in a wish list, which is called a closet here and can be defined as public or private. There is also the option to combine, which allows you to see the different looks uploaded by users with the same garment.

Monetize outfits with 21Buttons

The process is simple: you see a garment that you like, you click and it directs you to the brand’s eCommerce to purchase it. Thus, the app allows you to monetize the sales of the outfits uploaded by users. A new way of shopping that 21buttons describes as “social, simple and fun”.

21Buttons is not a social network just to share or generate trends, since it also allows monetization among users that have uploaded photos because if another user buys through that link the first one receives a commission for the sale, which can be collected through Paypal.

With this, they seek to help brands to convert by generating a new source of interest in their public and easy access to the product. This social network is therefore transformed into a place where anyone can become because, as they describe themselves, it is “a place to inspire and be inspired, to discover new trends and brands, to go shopping, save your favorite outfits, share your style…”.

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