Gander, an LA Startup Using Videos To Make Online Shopping Easier, Raises $4M

Decerry Donato

Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

Gander, an LA Startup Using Videos To Make Online Shopping Easier, Raises $4M

Gander, a Los Angeles-based ecommerce startup that collects and embeds user-generated videos for online shopping sites, has raised $4.2 million in seed funding.


Two New York-based venture capital firms, Harlem Capital and Crossbeam Venture Partners, co-led the round and were joined by the Boon Fund and a collection of venture scouts and angel investors, TechCrunch reported Thursday. The new funding will go toward scaling the company and growing its sales and engineering teams.

Gander founder Kimiloluwa Fafowora.

Gander founder Kimiloluwa Fafowora.

Image courtesy of Gander

Gander was launched in 2021 by Kimiloluwa Fafowora, who just graduated from the Stanford Graduate School of Business this spring and has now joined the select ranks of Black female founders to have raised more than $1 million in venture capital funding. The startup was able to close the seed round in less than three months, Fafowora told TechCrunch.

Inspired by Fafowora’s own experiences as an online shopper, Gander collects user-generated videos of products and plugs them into retail sites, giving shoppers a better idea of what that product looks like in real life.

“A lot of the elements that are really helpful for bringing products to life don’t really exist online,” Fafowora told TechCrunch. “We’ve built our product in such a way that we get important data that will help ecommerce brands just humanize their stores in a way that makes them accessible as possible. That helps the customer feel happy as possible for shopping.”

After exploding during the pandemic, online shopping sales have continued to climb this year. U.S. ecommerce retail sales totaled an estimated $231.4 billion on a non-adjusted basis in the first quarter of 2022—up 6.7% from the same period last year, according to the Department of Commerce.

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Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

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Decerry Donato

Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

Blockchain-Powered Museum Arkive Launches Out of Stealth In Santa Monica
Image courtesy Arkive

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Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

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