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21Buttons is a fashion-focused social network and shoppable application based in Barcelona, Spain, that allows users to share outfit photos, tag clothing items with direct purchase links, and earn affiliate commissions from generated sales. Operating at the intersection of social media and e-commerce, the platform reached over 10 million registered users and maintained a workforce of up to 82 employees during its peak growth phase. Prior to its strategic acquisition, the company raised $30.72 million in total venture funding, which included a $17 million Series B round to finance its expansion into the United States market. The startup's institutional venture capital backers included Idinvest Partners, Kibo Ventures, and Samaipata. In April 2021, the social commerce platform was officially acquired by the recommendation application Peoople. 21Buttons was founded in 2015 by Marc Soler and Jaime Farrés.
21Buttons has raised $34.2M across 4 funding rounds.
21Buttons has raised $34.2M in total across 4 funding rounds.
21Buttons was a Barcelona-based social-commerce app that enabled fashion enthusiasts to share outfits, tag items, and shop directly, turning users into influencers who earned commissions on purchases.[1][3][4] It served fashion lovers, aspiring influencers, and brands by solving the gap between social inspiration on platforms like Instagram and seamless buying, blending community interaction with eCommerce.[1][3] The company raised $31 million total across rounds, including a $10M Series A in 2017 and $17M Series B, achieving around 2 million monthly active users at its peak before shutting down in 2021.[1][2][3][4]
Founded in 2015 by Marc Soler and Jaime Farrés, both former McKinsey consultants, 21Buttons emerged from their insight into connecting social media fashion inspiration with direct purchasing.[1][4] The duo spotted a niche for a platform where users could photograph or bookmark wardrobe items, share them Instagram/Pinterest-style, and enable one-click buys via affiliate links, with revenue shared as commissions.[1][3] Early traction came from top influencers in Spain and Italy adopting it, leading to U.K. expansion and a $10M Series A in 2017 co-led by Kibo Ventures and JME VC, followed by further funding from Idinvest and others.[1][2]
21Buttons rode the explosive growth of influencer marketing and social commerce, launching amid Instagram's buy buttons and Pinterest's visual search, while predating TikTok's shopping boom.[1][3] Its 2015 timing capitalized on mobile commerce's rise—projected to hit 62% of eCommerce by 2027—by creating a dedicated fashion network that bridged social feeds and sales, influencing giants like Amazon's outfit tools.[1][3] In Europe's startup scene, it highlighted Spain's fashion-tech potential, raised from top VCs like Kibo and Idinvest, and pioneered community monetization, paving the way for integrated shopping on major platforms post-2021 shutdown.[2][3]
Though shuttered in 2021, 21Buttons' legacy endures in social commerce's evolution, with its user-monetization and outfit-sharing mechanics now standard on Instagram Shops and TikTok.[3] Looking ahead, trends like AI-driven personalization and AR try-ons could revive similar models, but scaling challenges in competitive markets likely ended it. Its influence humanized eCommerce, proving communities outperform catalogs—watch for successors amplifying creator economies in a post-app world. This trailblazer's spark still fuels fashion's social shopping shift.[3]
21Buttons has raised $34.2M across 4 funding rounds. Most recently, it raised $17.0M Series B in July 2018.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 1, 2018 | $17M Series B | Idinvest Partners | Breega, 360 Capital Partners, JME Ventures, Kibo Ventures, Sabadell Venture Capital, Samaipata | Announced |
| Oct 1, 2017 | $11M Series A | JME Ventures, Kibo Ventures | Breega, Nader Sabbaghian, Mediaset, Sabadell Venture Capital, Samaipata, Sputnik ATX | Announced |
| Feb 23, 2017 | $3.2M Venture Round | Samaipata | 360 Capital Partners, Breega, Mediaset, Sabadell Venture Capital, Sputnik ATX, Venturcap | Announced |
| Feb 1, 2017 | $3M Seed | — | Breega | Announced |
21Buttons has raised $34.2M in total across 4 funding rounds.
21Buttons's investors include Idinvest Partners, Breega, 360 Capital Partners, JME Ventures, Kibo Ventures, Sabadell Venture Capital, Samaipata, Nader Sabbaghian, Mediaset, Sputnik ATX, Venturcap.
