Ecommerce startup Keep helps customers shop for items worn by fashionable women and posted to their Instagram accounts.
Aimed at young women who are in their 20s and 30s, Keep has come up with a list of the 100 most fashionable users of Instagram. It then helps customers to purchase the items worn by these women in their photos, including makeup, handbags, shoes and jewellery.
In fact, it has devoted an entire page on its website specially to those who want to “shop Instagram.”
Once a customer has identified an item from its filtered list of fashionistas, Keep will upload the picture to its site, including a link to where the customer can find the item.
“Instagram is where all the fashionable young women are spending their mornings,” said MaryAnn Bekkedahl, president and cofounder of Keep.
“It’s kind of where all the young, sexy girls are. So we said, ‘Hey, what can we do here?’”
Keep’s “as seen on Instagram” feature is only one element of the startup. The hardest challenge is finding the clothing and items that appear in the Instagram images because most of the posts “do not come with any clues”, said Bekkedahl.
In the event that Keep’s employees, most of whom are “active shoppers”, cannot find a particular product, Keep will direct its customers to a lookalike item.
Since 2010, the ecommerce startup has raised US$43 million in funding.
The startup is currently focused on luring users and has not yet hit the monetisation button. Once it does so, one possible scenario could see the company taking a percentage of revenues from its referrals. It could also offer promoted accounts or products.