Startups > Firework

Firework

Firework enables enterprises to create interactive, shoppable video experiences that drive ecommerce conversions.

Series B $248M total Founded 2017 San Mateo, California 307 employees

Firework is an enterprise video commerce platform that enables brands to create interactive, shoppable video experiences embedded directly on their websites and apps. The platform combines in-video shopping, live streaming, and AI-powered content creation to drive customer engagement and conversion. Firework differentiates itself through seamless integration with 100+ commerce platforms, always-on virtual showrooms, and enterprise-grade features purpose-built for large-scale operations. Notable customers include Kraft Heinz, Unilever, Mattel, and American Express, with demonstrated conversion rate improvements of 7-13x industry averages.

Problem solved

Brands struggle to convert passive video content into sales and lack effective ways to create and manage shoppable video experiences at scale.

Target customer

Enterprise brands and retailers in beauty, fashion, grocery, and consumer electronics seeking to increase video-driven conversions at scale.

Website LinkedIn Crunchbase

Founders

Vincent Yang

CEO & Co-Founder

Stanford MBA, previously co-founder and CEO at EverString.

Jerry Luk

President & Co-Founder

Employee No. 30 at LinkedIn, previously at Edmodo.

Funding history

Series A Unknown February 2020 Led by Lightspeed Venture Partners · Unknown

Series A Unknown March 2021 Led by GSR Ventures, IDG Global Solutions · Unknown

Series A Unknown November 2021 Led by American Express · Unknown

Series A $55M 2021 Led by Unknown · Unknown

Series B $150M May 2022 Led by SoftBank Vision Fund 2 · Unknown

Total raised: $248M

Industries

Advertising Platforms E-Commerce Platforms Software Video SaaS

Pricing

Not publicly available. Enterprise custom pricing model requiring direct consultation with sales team.

Notable customers

Kraft Heinz, Unilever, Mattel, American Express, The Albertsons Companies, Fresh Market, Omnicom Media Group, Shopify, Stripe, Audpop

Integrations

Shopify, WooCommerce, Salesforce Commerce Cloud, Magento, Amazon Web Services Interactive Video Service

Website

firework.com/

Competitors

Catenoid

General video commerce platform with less enterprise-focused feature set and smaller customer base.

Bambuser

Live shopping platform with less emphasis on AI-driven content creation and virtual showrooms.

Eko

Interactive video platform serving broader content use cases, less specialized for ecommerce conversion.

TalkShopLive

Social commerce platform focused on live selling, lacks Firework's AI content generation and virtual showroom capabilities.

Whatnot

Live auction and shopping platform with different creator-first model, not enterprise-focused.

Why this matters: Firework represents the emergence of AI-powered video commerce as a core enterprise capability, recently launching generative AI for video creation and moving beyond traditional live selling into always-on interactive experiences. At $750M valuation with $248M in funding and 1500+ enterprise customers, Firework is the category leader and demonstrates significant market validation for video-driven ecommerce conversion.

Best for: Enterprise retailers and brands seeking to increase video-driven ecommerce conversions through interactive, shoppable video experiences.

Use cases

Interactive Product Showcases

Fashion and apparel brands create shoppable product videos on their website where customers can click to add items directly to cart while watching. This approach has driven up to 21% conversion rates, 7x higher than industry average of 3%.

Always-On Virtual Showrooms

Grocery and retail chains deploy 24/7 AI-powered video showrooms that provide personalized product recommendations and answer customer questions without human staff. Fresh Market used this for in-store experience parity across 159 locations.

Live Streaming Shopping Events

Brands host interactive live shopping events with real-time product drops and in-video purchasing. Furniture brands saw 13% conversion rates using top performing videos, a 13x lift over 1% industry average.

AI-Generated Content at Scale

Companies use Firework's generative AI to automatically create and curate shoppable videos from existing content libraries, reducing manual video production costs while personalizing experiences for different customer segments.

Alternatives

Bambuser Choose Bambuser if you prioritize live shopping events over always-on AI-driven showrooms.

Catenoid Choose Catenoid for mid-market needs with simpler integration requirements and less need for enterprise-grade AI features.

TalkShopLive Choose TalkShopLive if your primary focus is real-time live commerce events rather than permanent shoppable video content.

FAQ

What does Firework do? +

Firework is an enterprise video commerce platform that enables brands to create interactive, shoppable video experiences on their websites and apps. The platform combines features like in-video shopping, live streaming, AI-powered content creation, and always-on virtual showrooms to drive customer engagement and increase ecommerce conversions. It integrates with 100+ commerce platforms including Shopify, WooCommerce, and Salesforce Commerce Cloud.

How much does Firework cost? +

Firework does not publish pricing publicly. The company uses a custom enterprise sales model, requiring direct consultation with their sales team for a customized quote based on usage and needs.

What are alternatives to Firework? +

Top alternatives include Bambuser (focus on live shopping events), Catenoid (mid-market video commerce), Eko (broader interactive video platform), and TalkShopLive (social commerce with live selling focus). Each has different strengths depending on your specific video commerce needs.

Who uses Firework? +

Enterprise brands across beauty, fashion, grocery, and consumer electronics use Firework. Notable customers include Kraft Heinz, Unilever, Mattel, American Express, The Albertsons Companies, and Fresh Market. The platform serves 1500+ brands globally.

How does Firework compare to Bambuser? +

Firework is more enterprise-focused with advanced AI content generation, always-on virtual showrooms, and deeper commerce platform integrations. Bambuser emphasizes live shopping events and community-driven content. Firework's customers report 7-13x conversion rate improvements compared to industry averages, while Bambuser excels at real-time engagement and social selling.

What makes Firework different from competitors? +

Firework ranks 1st among 238 active video commerce competitors in total funding ($248M) and is purpose-built for enterprise teams. It differentiates through first-to-market generative AI for video commerce, seamless integration with 100+ commerce platforms, always-on AI-driven showrooms, and demonstrated conversion rate improvements of 7-13x industry averages. The platform serves 1500+ brands globally and has backing from SoftBank Vision Fund 2 at a $750M valuation.