Welcome back to This Week in Apps, the weekly TechCrunch series that recaps the latest in mobile OS news, mobile applications and the overall app economy.
The app industry continues to grow, with a record 218 billion downloads and $143 billion in global consumer spend in 2020. Consumers last year also spent 3.5 trillion minutes using apps on Android devices alone. And in the U.S., app usage surged ahead of the time spent watching live TV. Currently, the average American watches 3.7 hours of live TV per day, but now spends four hours per day on their mobile devices.
Apps aren’t just a way to pass idle hours — they’re also a big business. In 2019, mobile-first companies had a combined $544 billion valuation, 6.5x higher than those without a mobile focus. In 2020, investors poured $73 billion in capital into mobile companies — a figure that’s up 27% year-over-year.
This Week in Apps offers a way to keep up with this fast-moving industry in one place with the latest from the world of apps, including news, updates, startup fundings, mergers and acquisitions, and suggestions about new apps and games to try, too.
Apple this week released its anticipated annual list of the best apps and games of the year across iPhone, iPad, Mac, Apple TV and Apple Watch. This year, children’s app maker Toca Boca won iPhone App of the Year for “Toca Life World,” and Riot Games’ “League of Legends: Wild Rift” was the iPhone Game of the Year. Other winners included iPad App of the Year “LumaFusion” from LumaTouch; iPad Game of the Year “MARVEL Future Revolution” from Netmarble; Mac App of the Year “Craft,” from Luki Labs Limited; Mac Game of the Year “Myst,” from Cyan; Apple TV App of the Year “DAZN,” from DAZN Group; Apple TV Game of the Year “Space Marshals 3,” from Pixelbite; Apple Watch App of the Year “Carrot Weather,” from Grailr; and the Apple Arcade Game of the Year: “Fantasian,” from Mistwalker.
What’s interesting about this year’s group of winners is the subtle statement Apple is making with its editorial picks. For instance, Toca Boca — which has produced more than 40 kids’ apps to date and celebrated its 10-year anniversary this year — is a reminder that developers are building long-term businesses on the App Store and Apple helped play a role in supporting that success. Other winners are those that compete with Apple’s own first-party apps, including Carrot Weather (which also uses weather data from Apple-owned Dark Sky), Pages rival Craft and iMovie competitor LumaFusion.
These are not necessarily coincidences. 2021 was a year that’s seen much backlash and upheaval for the App Store, which has faced increased regulatory scrutiny, new legislation in global markets and various lawsuits over the App Store’s commission-based business model — including the ongoing one with Epic Games, now under appeal. As a result, Apple has adjusted and clarified its policies and even reduced its commissions in some cases, as dictated by the market demands and settlement agreements. But despite all these changes, the winning lineup reminds us that the quality of the apps on the App Store remains high.
Apple also released its year-end list of the most-downloaded apps, led by TikTok (iPhone’s top free app), Procreate Pocket (iPhone and iPad’s top paid app), Among Us! (iPhone and iPad’s top free game), Minecraft (iPhone and iPad’s top paid game), YouTube (iPad’s top free app) and The Oregon Trail (top Apple Arcade app.) The full lineup is here.
Google Play introduced its “Best of 2021” app awards, too
Image Credits: Google
Google Play also this week announced its own year-end list of the best apps and games on Google Play. This year, Google expanded its awards lineup to include apps and games on tablets, Wear OS and Google TV. Its U.S. winners included meditation app Balance as its app of the year and top game Pokémon UNITE. Meanwhile, Paramount+ and Garena Free Fire MAX won the user’s choice awards.
In 2020, Google’s award winners had reflected a world undergoing a pandemic, where stressed users had turned to apps and soothing games to relax — like top sleep app Loóna, which was last year’s “Best App,” or escapist games like winner Genshin Impact.
But with the early days of the pandemic now behind us, some of this year’s award winners were apps that focus on personal growth and creativity, instead of just relaxing or escaping. In addition to Best of 2021 app Balance, which offers personalized meditation, other personal development-styled winners include Moonly, an app for “harmonizing your life” with the lunar calendar; a “comedic relaxation” app, Laughscape; a hypnotherapy app for women, Clementine; better sleep app Sleep Cycle; mentorship community Mentor Spaces; habit tracker and planner Rabit; and an app for navigating grief from loss, Empathy.
Other winners showcased how we adapted to pandemic life, as with audio chatroom Clubhouse, tools for reducing screen time, like Speechify, or those for reconnecting with nature, like Blossom.
The Amazon Appstore stopped working on Android 12 and almost no one cared
In a telling piece of news that may reflect how little traction the Amazon Appstore has with the general public, the Amazon-run Android marketplace stopped working on Android 12 devices over a month ago, and there’s been almost no media coverage until this week. On Monday, however, tech news site Liliputing finally called attention to the matter, which followed the October release of Android 12. It said that not only did the Amazon Appstore not run on Android 12 devices, apps and games also couldn’t be launched because of how the Appstore handles DRM. The site noted some 90-plus users had posted complaints in a thread on Amazon’s forums about the problem, to which Amazon’s moderators had only replied that the company was “investigating the issue.”
Amazon wouldn’t provide TechCrunch with any details as to what the underlying issues were either, only acknowledging the problem was impacting the “small number of Amazon Appstore users that upgraded to Android 12.” (Oof! Burn!) While, sure, Android users aren’t as quick to jump to new versions as iOS users are, that the entire Amazon Appstore would fail on the latest Android release makes us wonder if anyone at Amazon had even run the thing on a beta build ahead of Android 12’s launch at all? Or maybe they were too busy with that Microsoft deal to bother?
As the holidays draw near, Apple’s iOS 15.2 beta 4 has been released to both developers and public testers. It also stopped signing iOS 15.1, making downloads and restores no longer possible.
A report by 9to5Mac pointed out how Apple said in a legal filing that it could collect commission on in-app purchases that take place outside its App Store when asking for an extension on the injunction resulting from the Epic Games lawsuit. The claim had been first spotted and tweeted by David Barnard, leading to the coverage. Apple of course wants more time to implement the required changes, and used this argument about non-App Store IAPs (among many, many other reasons) as why it should be granted the extra time. But it’s too soon to read into the filing’s statements as an indication of Apple’s future plans. Tapping into non-App Store payments in order to commission them is a complex matter and one that could open Apple up to increased liability due to fraudulent transactions. Sure, Apple may very well do that, but it also might not. But right now, this is only proof that Apple is trying really hard to get an extension, and nothing more.
Image Credits: Google
Google announced a suite of new features coming to Android devices this winter. This includes new widgets for YouTube Music and Google Play Books, and the new Google Photos Pets & People widget, as well as a new Memories feature in Google Photos where a curated selection of special events will appear in your photo grid. Google Assistant’s Family Bell feature also expanded from home devices to mobile, and Gboard added new emojis. Android Auto received a host of updates as well.
Google, whose Android Developers YouTube channel has now reached 1 million subscribers, offered a number of updates on Paging, Gradle, AndroidX, Media3, Emoji2, CameraX, App Startup, Accessibility and Wear OS in its latest video (see below).
E-commerce and Food Delivery
Swiggy, India’s top food delivery startup, announced this week it will invest $700 million into growing its express grocery delivery service Instamart. The service was only available in two cities last year but is now in 18, where it sees more than 1 million orders per week.
Fintech & Crypto
Image Credits: Meta
Messenger introduced a Venmo-like feature for splitting payments. Starting next week, the company will begin testing a way for U.S. users to split the cost of bills and expenses, which can be done evenly or by modifying the contribution amount for each individual.
NFT collectibles app VeVe Collectibles is leading the NFT trading space on mobile with more than $100 million in consumer spending, reports Sensor Tower. This puts it ahead of Fantastec, SWAP, OurSong and Sweet, which focus on collectibles rather than wallet functionality. Though VeVe only launched in October 2020, it’s already leading the pack with 744,000 installs and $112.5 million in spending. The remaining apps have a collective 485,000 installs and $384,000 in spending.
Image Credits: Sensor Tower
Now with a full-time CEO back in place, Jack Dorsey’s Square changed its name to Blockto better reflect its growing ambitions in the crypto market. Block will house all the company’s products, including its seller business Square, Cash App, crypto developer platform TBD and Spiral (formerly, Square Crypto).
Cypto CEOs are scheduled to testify at a House committee hearing titled “Digital Assets and the Future of Finance: Understanding the Challenges and Benefits of Financial Innovation in the United States” on December 8. CEOs from Coinbase, Circle, FTX, Bitfury, Paxos and Stellar will attend.
Meta’s top crypto exec, David Marcus, announced he’s leaving the company later this year. Marcus previously ran Messenger at Facebook before moving to lead the crypto unit Novi, maker of the Novia digital wallet app. Meta’s Diem cryptocurrency project has seen setbacks due to regulatory pushback which slowed its development and Marcus hinted he may want to do more in the crypto space, noting “I remain as passionate as ever about the need for change in our payments and financial systems — my entrepreneurial DNA has been nudging me for too many mornings in a row to continue ignoring it.”
⭐️ Twitter’s CEO Jack Dorsey resigned from his CEO role at the social media company on Monday and will only remain on the board until his term expires in 2022. His departure will free him up to work full-time at the other company he’s been running, Square (now renamed Block), which seems to be more closely connected with his current interests in cryptocurrency and Bitcoin. Twitter’s CTO Parag Agrawal has become CEO and is already making changes. Two Twitter execs, head of engineering Michael Montano and the controversial VP of design Dantley Davis, are leaving the company, The Washington Post reported. Other teams will be reshuffled, including consumer, revenue and core tech divisions, led by Kayvon Beykpour, Bruce Falck and Nick Caldwell, respectively.
Meta (formerly Facebook) is now heading in a new direction with its NPE team, which has historically tested new social apps in hopes of stumbling across the next big hit. Now, the company will direct its focus more globally with offices in Nigeria and Asia and even seed-stage investments for small teams. It’s also developing projects in the U.S., which is different from its prior attempts, like helping the formerly incarcerated re-enter society, or helping LGBTQ families on their journey to becoming parents.
Image Credits: Meta
TikTok added new creator monetization features, including Tips and Video Gifts. The former will allow fans to send direct payments to creators, who get to keep 100% of the money. Video Gifts, meanwhile, function like LIVE Gifts, except can be awarded to creators outside a live broadcast. The features are rolling out alongside a new “Creator Next” portal, which organizes all TikTok’s monetization opportunities in one place.
LinkedIn added support for the Hindi language, which allows it to reach 500 million people in India. Hindi is the first regional language to be supported by the social network. The move is timely, following a week that saw another India-born exec move into the CEO ranks at a top U.S. tech company, when Twitter announced @Jack would be replaced by CTO Parag Agrawal as the company’s new chief exec.
Reddit added new real-time features, including typing and commenting indicators. It’s also adding voting and comment count animations and reading indicators, with the goal of making its service across desktop, iOS and Android feel more engaging and dynamic.
Messenger partnered with four creators to expand its new lineup of Group Effects (AR effects that can be applied to everyone on the call at once). The new effects hail from King Bach, Emma Chamberlain, Bella Poarch and Zach King. It’s also working with Netflix on new Stranger Things soundmojis and added a new Taylor Swift soundmoji in honor of the release of “Red.”
Image Credits: App Annie screenshot
Bumble surpassed the $1 billion mark in consumer spending, according to data from App Annie. The dating and networking app is one of only 15 other non-gaming apps, and the only dating app outside of Tinder, to have hit this milestone. In addition to Bumble and Tinder, other billion-dollar club members include YouTube, Netflix, Tencent Video, TikTok, iQIYI, Pandora Music, LINE, Disney+, HBO Max, BIGO LIVE, Google One, LINE Manga, piccoma and Youku. The WSJ also remarked this week that Bumble, with a fully diluted valuation of around $6.6 billion, is starting to look undervalued.
Match settled its lawsuit with Tinder co-founders and execs for $441 million. The suit, filed in 2018, alleged that IAC and its then-subsidiary Match Group manipulated financial data in order to create a false, “lowball valuation” of the dating app when Tinder was merged into IAC in 2017. The employees also said they had been unlawfully stripped of their Tinder stock options. The suit sought “billions of dollars” in damages at the time of its filing. While they didn’t get quite that number, after the court dismissed some of their claims for damages, $441 million is no small number. Match said it’s paying the settlement in cash. It had around $510 million in cash and cash equivalents at the end of the third quarter.
Streaming & Entertainment
Image Credits: Spotify
Spotify’s anticipated year-end review, Wrapped 2021, has arrived. This year, the company introduced a number of new features, including artist and podcaster video messages, a version of Blend designed for Wrapped (which lets you compare your Wrapped with a friend), an in-app game based on “Two Truths and a Lie,” your “Audio Aura” (perfect for sharing when you don’t want to reveal your artists and songs) and more. The feature has become a popular way for Spotify to leverage its huge data collection in a way that’s not only engaging, but also makes Apple Music listeners green with envy.
Twitch’s iOS app added support for Apple’s SharePlay, allowing users and up to 31 of their friends to watch Twitch streams together while on a FaceTime call. To use the feature, everyone on the call has to log into their Twitch app and can then watch in either portrait or landscape mode along with friends.
YouTube on Android is testing a Material Design 3-inspired look, which includes pill-shaped bubbles surrounding the thin line-art icons, including a combined tab for likes and dislikes. The test design greatly shrinks the height of the bar under the video, however. The app has yet to get its Material You makeover, so this test is an indication that may soon on its way.
African streaming service WAW MUZIK partnered with B2B music streaming company Tuned Global on the relaunch of its music streaming app for French-speaking African territories.
Image Credits: Sensor Tower
MrBeast’s parody video of Netflix’s “Squid Game” helped drive installs of Supercell’s Brawl Stars,reported Sensor Tower. The event had been sponsored by Supercell, which benefitted from the viral success of the video which had topped 100 million views. In the six days followed the YouTube video’s release, Brawl Stars’ downloads grew 41% week-over-week to 1.4 million. The majority (263,000) were from U.S. users. Player spending also grew 54% week-over-week worldwide to reach $8.2 million. The surge may not be all MrBeast-related, however. The Brawl Stars World Finals had just taken place November 26-28, which may have also boosted installs.
PUBG Mobile surpassed $7 billion in lifetime revenue after generating an average of $8.1 million per day in 2021 across the App Store and Google Play, Sensor Tower reported. Combined with the Chinese localization (Game for Peace), the title brought in $2.6 billion in 2021 so far and is the No. 2 Top Grossing game worldwide, behind Honor of Kings.
Travel & Transportation
Uber will begin testing an audio recording safety feature in the U.S. The company says it will begin piloting the program, which will allow drivers to send trip recordings to Uber in the case of a safety incident, in three U.S. markets: Kansas City, Missouri; Louisville, Kentucky; and Raleigh-Durham, North Carolina.
Uber in India added ride-booking via WhatsApp, a first for both companies, Uber and Meta. The partnership lets users access Uber by sending a message to a chatbot, and follows WhatsApp’s rollout of in-app grocery shopping in partnership with JioMart.
As part of the Android winter update, Android Auto added support for digital car key for compatible BMW vehicles on Pixel 6 devices and Samsung Galaxy 21. It also now auto-launches when your phone is connected to your car, and is adding an always-on play button to its Home screen, as well as a new search icon. (The latter is coming in the “months” ahead.) Also planned is support for Smart Reply for responding to texts within Android Auto.
Spotify has decided to retire “Car View,” its easy-to-use interface that appears when Spotify is used while driving. The company didn’t offer an immediate replacement, which angered some users who worried that using Spotify in the car now won’t be as safe. Others, however, hated the feature and are glad to see it go.
Government & Policy
Some Chinese state-run companies have restricted the use of Tencent’s domestic messaging app, Weixin, citing security concerns. At least nine companies were told to stop the practice of using the app for work chats, including China Mobile, China Construction Bank Corp., China National Petroleum Corp. and others.
Apple and Google were fined €10 million apiece by Italy’s competition and market authority (AGCM), which said the companies didn’t provide their users with clear enough information on commercial uses of their data. Both were accused of omitting information during the account creation phase. For Apple, that includes when users first set up their Apple ID to access its digital storefronts, like the App Store.
U.K.’s antitrust watchdog has ordered Facebook (now called Meta) to sell Giphy, the online and mobile GIF platform it acquired for $400 million in May 2020.
Security & Privacy
Android devices will soon automatically turn off runtime permissions — which allow apps to access data or take actions on your behalf — for downloaded apps you haven’t used in a while. The feature was also a part of Android’s winter update and will roll out this month on Android 6.0 and higher.
Researchers discovered a batch of Android apps with a combined 300,000 installs that were revealed to be banking trojans that stole user passwords and two-factor authentication codes, logged user keystrokes and took screenshots. The apps had posed as QR scanners, PDF scanners and cryptocurrency wallets that had been discovered on Google Play for months.
Twitter expanded its safety policy by banning the posting of images and videos of private individuals without their consent. This doesn’t mean users can’t post images, necessarily, but if the private individual asks for the image to be taken down, Twitter will do so. The Columbia Journalism Review cautioned that the new policy’s wording could lead to difficulties in balancing what’s in the public interest (which is permitted) with individual privacy. Already things are not going well. Twitter Safety has locked the account of an extremism researcher who had posted videos of right-wing extremists who were discussing plans for assaulting a reporter in public, where legally, there’s no expectation of privacy.
Image Credits: Lowkey
🤝 Pokémon GO maker Niantic acquired social gaming platform Lowkey, which allows gamers a way to capture and share their favorite gaming moments. The company said it will bring on Lowkey’s team to help it build out the future of Niantic’s social experiences.
🤝 Digital creation platform Picsart announced the acquisition of R&D company DeepDraft in a seven-figure cash and stock deal. The company brings to Picsart deep expertise in AI and machine learning, which Picsart will leverage as it pushes further into the video space.
🤝 Social app IRL made its first acquisition with a deal for the “digital nutrition” company AeBeZe Labs. The company had been developing a range of products with an understanding of how digital content can impact people’s moods. IRL aims to use its technology to improve its event and community recommendations in a healthier way compared with how existing social rivals manage their own algorithms. Deal terms weren’t offered.
💰 Glorify, a Christian-focused subscription app offering meditation, bible passages and Christian music, raised $40 million in Series A funding led by Andreessen Horowitz, with participation from SoftBank Latin America Fund, K5 Global and others. Notable angel investors include Kris Jenner, Corey Gamble, Michael Ovitz, Jason Derulo and Michael Bublé.
📉 Southeast Asian super app Grab started trading on the Nasdaq under the ticker symbol GRAB after merging with the SPAC Altimeter Growth in the biggest Wall Steet debut by a Southeast Asian company, which saw the company raising $4.5 billion, valuing its business at nearly $40 billion. After an initial jump on Thursday, shares dropped more than 20% as investors reacted to its falling revenues and rising losses.
💰 Vinehealth, the makers of an app offering digital support for cancer patients and SaaS for R&D, raised $5.5 millionin seed funding led by Talis Capital. The London-based startup has now launched the app, which has around 15,000 downloads, in the U.S.
💰 Francophone African super app Gozem raised $5 million in Series A funding from AAIC, Thunes (TransferTo), Momentum Ventures (SMRT), Innoport Ventures (Schulte Group), CMC Ventures (National Express) and Liil Ventures (Mobility ADO). The app offers transportation, e-commerce and financial services across 13 cities, including Gabon and Cameroon. Users have now completed over 5 million trips using its services.
💰 Financial literacy app for kids Goalsetter raised $15 million in Series A funding, led by Seae Ventures. The app allows kids to receive an allowance and financial gifts from family and friends, which comes to their Goalsetter debit card. But they can only unlock the money by taking financial literacy quizzes. The company now plans to sell a white-labled version of its service to banks.
💰 London-based money management app Plum raised $24 million in Series A funding from dmg Ventures and others, bringing its total raise to date to $43 million. The fintech company reported 189% YoY increase in revenue.
💰 Southeast Asian investment app Endowu raised $25.6 million in new funding following its $23 million Series A just seven months ago. The new round — which the company says is in between an A and a B — was led by Prosus Ventures, the venture firm majority-owned by Naspers, and EDBI. The app has $1.5 billion SGD in total assets under management.
💰 Algeria-based Yassir raised $30 million in Series A funding to build a super app for North Africa that includes ride-hailing, last-mile delivery, payments and more. The company had previously raised $13.25 million in seed funding.
Indie App Santa
Image Credits: Indie App Santa
The new Indie App Santa app is an advent calendar of sorts for those who love to download and try out iOS apps. The idea began last year as a Twitter account, which drove around 40,000 downloads to the apps the day they were featured. This year, the team at App Craft Studio decided to expand the project to the web, a native iOS app (with Home Widgets and Push notifications), in addition to social accounts on Twitter, Gumroad and Patreon.
According to creator and indie developer François Boulis, the team wasn’t sure if Apple’s App Store Review would approve their new app because it could be considered a “mini App Store” — which is against Apple’s rules. But the app passed through App Review on its first try, he says.
The new iOS app presents an advent calendar-like interface where each day you can tap to open a door and reveal a new deal on an indie developer’s app. The app will work from December 1 through December 24, and is a free download (with the option to pay to support its development).
So far, the app has revealed deals including a free version of MrClockface, a clock widget app; a free version of visual calendar Structured Pro; and puzzle game Blackbox. Most of the apps featured throughout the month will also be free, except for YarnBuddy (December 8), which will offer its $39.99 IAP for just $9.99 on the day of its featuring. Other coming app deals include those for Jinks!, Twidget, Vinyls, Crouton, Bluebird, PastePal, Wynk, Guessing Game, Inventory List, Skaffer, Sticker Doodle, Calory, Sync Flashlight, HabitMinder, un:safe, FitnessView, Times Up! Timer, Luxilux, Pile and Wordsmyth.
But India App Santa’s deals don’t last forever — you have to grab them as they arrive, or you’ll miss out.
Image Credits: Alms
A new startup called Alms is building a social network that focuses on users’ well-being through participation in creator-led challenges in areas like personal growth, sustainability and others focused on positive impacts. Instead of driving the collection of “likes,” as on other social apps, Alms aims to encourage real-world engagement through its challenges and the specific steps and actions that must be taken. The idea, explains Alms founder Alexander Nevedovsky, is to design an app that guides users to a happier and more meaningful life when they use it. At launch Alms has 30 creators on board, and more in the pipeline, and has attracted a couple of thousand users in its first few days on the App Store.
Hypernative, a cryptocurrency security startup that focuses on protecting against hacks, today said that it has raised $9 million in seed funding to help Web3 companies prevent losses from cyberattacks.
The seed round was led by Boldstart Ventures and IBI Tech Fund, with strategic investments from cryptocurrency firms Blockdaemon, Alchemy, and Nexo, as well as CMT Digital and Borderless and a number of angel investors.
The company created a security platform that uses data both on and off blockchains to predict and prevent potential cyberattacks that target economic, governance and community threats in real time. The company calls its first product the “Pre-Cog” platform because of its ability to capitalize on signals before an attack happens using machine learning models to monitor incoming data.
According to the company, the platform has already detected over 764,000 risks and triggered more than 33,000 alerts on 14,000-plus monitored protocols. It uses its platform to allow its customers to react in real time to potential threats that could affect their crypto assets before or even while an attack might be happening to mitigate any damage that might happen.
“We created Hypernative early last year when we saw huge amounts of money getting stolen or phished or scammed in crypto,” said Gal Sagie, chief executive of Hypernative told Techcrunch. “We saw huge gaps between tools that existed and money being invested, so we wanted to create something to help prevent [attacks].”
According to a report from Immunefi, a bug bounty and security services platform for Web3, the crypto industry lost approximately $3.9 billion due to hacks, fraud and scams in 2022 with cyberattacks representing over 95% of that total. Although many of these attacks could have been prevented by proactively fixing vulnerabilities, it’s not always possible to catch every error or bug in the wild.
This is where Hypernative’s Pre-Cog platform steps in order to warn react and prevent attacks before or as they’re happening. It allows security teams at crypto businesses to receive alerts and act rapidly by exporting the alerts to internal application programming interfaces, Slack, email or Telegram so that engineers can know quickly.
The platform is designed for protocols to enhance security beyond auditing and proactive defense, allowing teams to monitor key metrics and anomalies. For asset managers and traders, it also detects risks in portfolios in advance and real time by identifying potential risks before a transaction is initiated, this means that users can be more confident about their activities. Hypernative is easily integrated into both protocol security controls and trading wallet automated trading systems.
“Until now, there are no systems that not only accurately predict and alert on hacks before they happen but also provide actionable advice to stop them,” said Ed Sim, founding partner at Boldstart Ventures. “The opportunity in front of Hypernative is massive as stopping zero-day attacks will go a long way towards rebuilding trust in the crypto ecosystem.”
Hypernative’s ideal clients include hedge funds, exchanges, asset managers, traders and market managers and anyone who interacts with crypto and blockchain protocols who might end up in a position where they need to react quickly to an attack or any other type of incident.
Show your support for our mission by joining our Cube Club and Cube Event Community of experts. Join the community that includes Amazon Web Services and Amazon.com CEO Andy Jassy, Dell Technologies founder and CEO Michael Dell, Intel CEO Pat Gelsinger and many more luminaries and experts.
Tech layoffs have hit hard. Starting in 2022, major brands including Spotify, Google and Microsoft have been laying off tens of thousands of workers. In the wake of the already tumultuous Covid-19 pandemic and rising inflation, many Americans have been thrust into a state of panic concerning their current and future employment.
The good news is, there are low-risk ways to start your own e-commerce company. For example, in 2021, more than 100,000 new American brands joined Amazon. Amazon’s U.S. selling partners have sold over 3.9 billion products – that equals 7,500 items every minute – and averaged about $200,000 in sales per seller.
“Today, Amazon is a preferred partner for nearly two million selling partners worldwide – most of which are small and medium-sized businesses,” says Claire O’Donnell, director of selling partner empowerment, communities and trust at Amazon. “Our selling partners are incredibly important to us, and we work hard to provide them with effective resources to run and launch successful businesses. We offer a robust suite of tools and services, lending programs, and free educational services like Amazon Small Business Academy and Amazon Seller University to make sure it’s easy for anyone to start selling in Amazon’s store and connect with a global customer base.”
Shan Shan Fu is the founder of Millennials In Motion, an e-commerce brand that sells products on Amazon, Walmart, Shopify, Etsy and Poshmark. She also serves as head of business development at Trivium, an award-winning Amazon advertising and management agency.
Here are Fu’s top 10 tips for starting an e-commerce company with her low-risk, low-investment method:
1. Look for products that have high demand and low competition. Using tools such as Helium 10’s Magnet, you can discover which keywords are being searched on Amazon. Look for products with at least 5,000 monthly searches and less than 1,000 competitors.
2. Create barriers to entry to avoid your product getting copied. Avoid “commodity products,” which are products that anyone can sell. Make your product unique with better features, better design, and/or better functionality. Patent your product, if possible. Work within a particular niche and expand from there.
3. Start with small and light products if you are low in initial cash investment. These products will cost less to ship and less to store than big, heavy, bulky products.
4. If you are on a tight budget, use your smartphone to take picturesand harness apps like GIMP and Canva to edit them. GIMP (similar to Adobe Photoshop) is a free app that allows you to cut out your product and paste it on a white background. Canva is a drag and drop website where you can create beautiful, poster-like images for your product listing pages.
5. Sell your own clothes and belongings on Poshmark in order to get the hang of e-commerce. Honing your skills by selling some of your own goods on Poshmark first will teach you about writing product descriptions, shipping and fulfillment, and customer preferences.
6. Launch on Etsy to test products before expanding your business. For Etsy, you don’t even need a barcode; only images and a product description are required. By testing first, you can save on the cost of launching. The bottom 80 percent of products will not survive.
7. Target your demographic with PickFu. PickFu.com allows you to ask your target demographic if they like your products for only $1 per response. Use it to test photos and product ideas so you don’t waste time or money on a bad product launch.
8. Once you have figured out the top 20 percent winners on Etsy and PickFu, then launch the product on Amazon’s Fulfilled by Amazon (FBA) service. It’s important to launch on Amazon using FBA because this will get you the “Prime” badge, which can significantly increase your sales. Plus, you will no longer have to deal with customer service or order fulfillment, as Amazon will handle it all for you.
9. Invest in Amazon advertising. The pay-per-click platform is a low-cost way to generate sales and increase your organic ranking.
10. Later, you can launch products on Shopify to build your brand and catch sales from influencers. The Shopify app called Shogun allows you to create easy drag-and-drop brand websites. Divert influencer traffic here because Shopify has the lowest fees.
Tracy Sun is the cofounder and SVP of seller experience for Poshmark. She has this to say about Shan Shan Fu. “Our community and their triumphs are the heart of Poshmark and Shan Shan Fu is truly a reflection of that. Her ability to grow her side hustle into a thriving full-time reselling career serves as inspiration to many. Her journey is a testament to the entrepreneurial freedom found through reselling. We are so proud she is a member of the Poshmark community.”
Fu’s parents immigrated to the U.S. from China in the 1990s. Although her father was trained as an engineer and her mother as a doctor, they were not able to pursue their professional careers once they arrived in America due to their degrees not being honored. They had to start from scratch. After working in grocery stores for a long time, Fu’s father decided to move to Mexico and start an import/export business. He met with great success. Since then, Fu felt called to follow in his entrepreneurial footsteps.
The greatest challenges of running her own e-commerce business, Fu says, are lack of stability and uncertainty. Also, for women’s clothing, a return rate of 20 to 30 percent is not uncommon. This can eat into your profit margins. You may face cash flow problems when you have to pay for inventory and advertising upfront, even though you may not sell the products until months later. That is why Fu recommends her “low-risk, low investment method.”
That said, Fu loves what she does and, she remarks, when you love what you do, it’s like doubling your lifespan. “Now, instead of enjoying just time after work and on weekends, you enjoy time during work,” she explains.
To people looking to tap into their life purpose by starting their own e-commerce companies, Fu offers this advice. “Self-reflection is the first step. Assess and rank your primary joys and drivers for happiness. When you understand what makes you happy, get ready to overcome your fear of failure, procrastination, and lack of progress by embracing the idea of being uncomfortable. When you are uncomfortable, that means you are successfully pushing yourself forward.”
Streaming platforms like Netflix, Amazon Prime Video, and Disney+ will soon face regulations to invest in Australian content, as Australian regulations catch up to other world players.
Nearly eight years since the launch of Netflix in Australia in 2015, redressing the “regulatory gap” between unregulated streaming platforms and regulated traditional television is front-of-mind for Arts Minister Tony Burke.
Streaming regulations in Australia
Announced as part of the Labor Party’s new National Cultural Policy, a 6-month consultation period will commence looking at the shape and intensity of new streaming regulations. The implementation deadline for the new streaming regulations will be no later than 1 July, 2024.
The regulation is shaping up as a revenue levy, where a percentage of a streaming platform’s Australian-derived revenues will be required to be spent on local television and films. Existing television regulations in Australia include the transmission quota of 55% local content on commercial free-to-air television, and the 10% expenditure requirement on pay-TV drama content. A revenue levy would be a new policy mechanism in Australia’s television regulation arsenal.
The government is concerned with the growth of online video that lacks cultural regulation, and fears this, combined with the prominence of American platforms, could contribute to a “drowning out” of Australian voices and stories. Regulating local content on streaming platforms is a way to underpin Australian cultural identity, to ensure Australians will continue to see themselves reflected onscreen, and to support the screen sector with jobs and investment.
However, some experts have warned such a high levy on local and global platforms could backfire and reduce the competitive edge domestic service Stan might have with Australian content. If every service is required to invest in Australian content, there is less to distinguish Stan’s place in the sector.
Unsurprisingly, the major streaming platforms have previously expressed their opposition to new regulation, believing their current levels of investment in Australia are sufficient. The Australian Communications and Media Authority reported Australian content expenditure from five major platforms at $335.1 million in the 2021-22 financial year.
While lobbying against new regulations, the streaming platforms have also been planning ahead for potential obligations. Amazon’s revival of Neighbours for instance would be a big help towards meeting future Australian content obligations.
The government has not been drawn on what percentage a revenue levy would be set at – that’s what the consultation period is for, they say. Nonetheless, no figure has been ruled out either.
Streaming regulations around the world
Some countries around the world have much more advanced regulatory frameworks than Australia for regulating streaming platforms. There are important lessons to impart from these countries, both in terms of seeing what sort of regulation is possible, but also understanding the pitfalls of potential regulation.
The European Union is widely considered the global leader in the regulation of digital platforms. The EU legislated a 30% catalogue quota for European works on streaming platforms in 2018 under the Audiovisual Media Services Directive, which was intended to come into force in 2021. However, several EU member states were slow in implementing this.
The catalogue quota considers the overall size of a streaming library and requires that 30% of these titles are European. For example, the average Netflix library in major markets was around 5,300 movies and TV shows in 2021, which would result in approximately 1,590 European titles. The catalogue quota uses a broad definition of “European” works which includes a range of countries across Europe beyond the EU itself, such as Turkey and ironically the United Kingdom.
Australia’s focus on a revenue levy on streaming platforms looks more like some of the additional regulations from EU member states legislated under the Audiovisual Media Services Directive. France, which has a history of strong cultural policy and “cultural exception”, has been aggressive in legislating a high revenue levy. The French levy of 20-25% is at the higher end in Europe and is also a country that Screen Producers Australia explicitly referenced when arguing for a 20% levy in Australia.
The French levy is not without quirks nor criticisms, and was even considered too high by the European Commission. Part of the 20-25% revenue requirement can be satisfied with spending money on generally European content (which again could include UK content), as well as investing in things like restoring archival footage, and subbing and dubbing of content.
The variety of expenditure options are worth keeping in mind when attempting to compare potential regulation in Australia to the French setting. There are a range of other percentages that have been implemented across EU member states – after extensive negotiations in Denmark, the level reached was 6%. The process in Denmark demonstrated some of the challenges that can come during negotiation of new regulation – during a difficult period, Netflix and other services stopped ordering Danish productions entirely in light of what the services saw as over-burdensome proposals.
As well as the importance of debating the intricacies of policy mechanisms for regulating streaming platforms in Australia, the forthcoming consultation period is a vital opportunity to reflect on the cultural dividend Australian content can pay, as well as how much of the raised money should go to drama, children’s, or independent production. So far, Labor has prioritised First Nations stories and perspectives as the first pillar of the National Cultural Policy, which is a worthy goal to consider for streaming and local content regulation.