Social e-commerce platform Flip has bought Curated, a marketplace that connects consumers with verified experts for advice on high-value items, for $330 million.

Flip is based on community-driven shopping, mirroring TikTok’s video discovery experience. It allows users to shop through short videos and earn rewards by creating video reviews. 

The company recently received $144 million in a Series C funding round, allowing it to introduce additional app features such as curated links, personalized advice, and connecting consumers with specialists. 

Noor Agha, CEO of Flip, said acquiring Curated will allow the company to expand into the specialty market, particularly from high-consideration purchases such as luxury items or electronic devices, by offering real human interaction. 

“In an age where most shopping platforms rely heavily on algorithms, our focus remains on creating a people-powered shopping experience that fosters genuine connections and personalized recommendations, ensuring our customers receive the best possible guidance and satisfaction,” said Agha. 

Curated CEO Eduardo Vivas will join Flip as its COO. 

“By combining our strengths, we are committed to ensuring an honest and genuine shopping experience powered by individuals passionate about sharing what they love,” added Vivas. 

“Together, we will continue championing authentic recommendations and creating a vibrant, community-driven marketplace.”