Favr.tt Appoints Tech Veteran as CEO to Fuel Social Shopping Expansion
The Rise of Social Shopping Startups
The social commerce space has seen significant growth since 2012, with platforms like:
- Shopa: Raised $1.4M from Notion Capital and Octopus
- Shopcade: Secured $4M in funding
- Nuji: Collected $2M in investments
European investors have shown particular interest in these models, likely due to their early revenue potential. Now, another player is entering this competitive landscape.
Favr.tt: A Mobile-First Social Shopping Revolution
Favr.tt is a privately-funded social shopping app that:
- Rewards users with cash commissions for product recommendations
- Focuses primarily on social influencers
- Offers dedicated Android and iOS apps
The platform’s unique graph database technology matches users with products and automatically handles affiliate linking, eliminating the need for complex sign-up processes.
New Leadership for Growth
Tech industry veteran Inmaculada Martinez has joined as CEO, bringing:
- Experience leading VC-backed startups to successful exits
- Previous roles at Goldman Sachs, Cable & Wireless, and Nokia
- Early employee status at Moo.com
Martinez will work alongside co-founder Matthew Woolf (CTO) to drive the company’s next phase of growth.
How Favr.tt Stands Out
The platform differentiates itself through:
1. Seamless Monetization
- Automatically converts product searches to affiliate links
- Direct deposits to users’ PayPal accounts
- Rewards both purchases and social sharing
2. Mobile-Centric Approach
Unlike traditional affiliate marketing services, Favr.tt was built specifically for mobile social sharing.
3. User-Generated Ecosystem
“Our client is Facebook and Twitter,” explains Martinez. “We’re 100% user-generated content.”
Competitive Landscape
Favr.tt competes with two existing models:
- Cash-back services like Quidco (store-specific rewards)
- Micro-payment platforms that reward search actions
However, Favr.tt offers broader earning potential by monetizing any purchase made through shared links.
Future Plans
The company is now:
- Seeking additional funding
- Planning US expansion
- Aiming to transform social media into a massive affiliate marketplace
Industry Perspective
Peter Janes, Shopa CEO, notes: “We’re more of a marketplace, while Favr.tt is affiliate-based.” This distinction highlights the diverse approaches emerging in social commerce.
As social shopping continues to evolve, Favr.tt’s success will depend on maintaining authentic user engagement while avoiding the pitfalls of affiliate spam that have plagued similar platforms.
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