Series A Funding: Tilt Gains $18M to Build on Real-Time Shopping App Success

Live shopping has emerged as a powerful force in Asia, transforming how consumers engage with brands and make purchases. However, Western markets have yet to see similar widespread adoption. Tilt, a U.K.-based startup founded by former Revolut employees Neil Shah and Abhi Thanendran, aims to change this dynamic with its innovative approach to live shopping. Recently, Tilt secured $18 million in Series A funding, led by Balderton Capital, underscoring the confidence investors have in the company's vision and traction. Since its launch early last year, Tilt has attracted over half a million users, demonstrating significant early success.

Tilt differentiates itself by focusing on live fashion sales, creating an engaging, real-time shopping experience that contrasts with the static nature of traditional online shopping. The platform facilitates live auctions, interactive events, and real-time deals, delivering a dynamic and immersive shopping environment. This approach mirrors the success of livestreamed e-commerce in China, where the market is projected to grow significantly in the coming years. However, Western markets, including the U.S. and U.K., have yet to fully embrace this trend, with adoption rates still relatively low.

TikTok and Amazon are investing heavily to replicate China's success in live shopping, but Tilt believes that its targeted strategy and unique features give it an edge. The app is particularly aimed at Gen Z users who are accustomed to interactive online experiences from gaming and streaming platforms. Tilt’s integration of real-time features, such as live giveaways and auctions, is designed to enhance user engagement and retention, creating a “sticky” experience that keeps users coming back.

Neil Shah and Abhi Thanendran bring valuable experience from their time at Revolut, where they were known for their rapid product development and international expansion. Shah led Revolut’s international efforts and authorizations, while Thanendran, a former quantitative analyst and Revolut's first data scientist, brings a strong analytical background to the team. Their expertise is expected to drive Tilt’s growth and innovation in the competitive live-shopping space.

Despite the challenges live shopping has faced in Western markets, Tilt’s rapid growth and user engagement suggest that the company is well-positioned to capitalize on the evolving landscape. Balderton Capital's Daniel Waterhouse praised Tilt’s ability to quickly attract a substantial user base and deliver innovative features, positioning the startup as a leader in the U.K. live-shopping sector.

Tilt’s commitment to ongoing feature development and community engagement is crucial for its strategy to disrupt the live-shopping market. By prioritizing innovations that enhance the user experience—such as real-time auctions, interactive events, and live giveaways—Tilt is setting itself apart from competitors. These features not only attract and retain users but also foster a more dynamic and engaging shopping environment.

The company’s focus on Gen Z and its integration of elements familiar from online gaming and streaming cultures—such as live interaction and instant feedback—helps Tilt tap into a growing demographic that values immersive and interactive online experiences. This approach contrasts with the traditional static online shopping model, offering a more vibrant and engaging alternative.

Furthermore, Tilt’s early success, including its rapid growth to over half a million users and its ranking in the top 10 of the U.K. shopping app charts, demonstrates its potential to make a significant impact in the live-shopping industry. The recent $18 million Series A funding round, led by Balderton Capital, underscores investor confidence in Tilt’s ability to scale and innovate within this space.

As Tilt continues to expand its feature set and refine its platform, it aims to capitalize on the evolving digital shopping landscape. Its efforts to create a sticky and engaging user experience—coupled with its targeted approach to fashion and community-building—position Tilt to further disrupt the market and solidify its presence as a leader in the live-shopping arena.