Press release

Leading Social Commerce App AGORA Launches Mirakl-Powered Marketplace to Pioneer New Era of Online Beauty Commerce

November 23, 2021
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AGORA online marketplace launches with more than 100 sellers, 700 brands and 16,000 products via transformative commerce model that connects beauty brands, content creators, and consumers through live-streamed events and tutorials

London, UK (23 November, 2021) – Mirakl, the industry’s first and most advanced enterprise marketplace SaaS platform, and AGORA, a social and live-shopping platform dedicated to beauty and wellness, today announced the launch of the AGORA marketplace.

Inspired by the rise of social and live shopping commerce in Asia, AGORA is the UK’s next-generation beauty commerce app combining a unique livestream shopping experience with a marketplace of thousands of products, powered by the Mirakl Marketplace Platform. AGORA was founded with the vision of bringing the breadth and excitement of the offline beauty experience online, so that consumers can truly experience products through passionate content creators before making their purchases.

Live shopping is on the verge of exploding in Europe as it has in China over the last few years, where on Singles Days this year one live show host sold $1.7B in beauty products. Live shopping sales in China are estimated to reach over $400B by 2022. In the US, the market is expected to hit $25B in 2023, and Europe will follow in its footsteps. With 360,000 registered users and over 5,000 content creators, the AGORA app is at the forefront of this trend for social beauty commerce in Europe. Live shopping through the Agora app maximizes the opportunity for revenue generation for both content creators (who receive a share of any sale placed during their live events) and sellers. In November, AGORA will host close to 200 shows, with plans to continue growing their live show offering so as to have a constant stream of hosts going live.

For brands sold via the app, the marketplace offers the opportunity to reach new audiences via an existing peer-to-peer sales channel and also minimises advertising costs. It also allows for a first-class shopping experience for the app’s users, who can directly shop from a rapidly growing selection of curated products demoed on the platform.

“We are at the forefront of bringing live shopping to Europe and with that a new form of monetization for content creators,” said Riccardo Basile, Co-founder and CEO of AGORA. “With our new Mirakl-powered Marketplace, we are pioneering a new era of online beauty commerce. We are empowering content creators to become sellers, creating new jobs and disrupting traditional physical retail.”

Lizzie Craft Townsend-Rose, Co-founder and President of AGORA added, “Brands and sellers alike are given the opportunity to leverage the power of the community to market and sell their products.”

Sophie Marchessou, Executive Vice President of Customer Success, Beauty, Fashion and Home, Mirakl, added, “AGORA recognised a huge market opportunity for social commerce in Europe and is yet again a first mover with the launch of this marketplace. By bridging the gap between content creators and brands, AGORA is building the future for online beauty shoppers. Our technology is making it easy for AGORA to seamlessly and quickly onboard the brands they need to power a massively scaled product offering that feeds a highly elevated experience for the app’s users.”

The marketplace model is helping organizations around the world to meet and exceed consumer and buyer demands across all industries. In the last quarter of 2020, marketplaces grew by 81%, more than double the rate of overall eCommerce growth, while research has shown that third-party sellers outperform traditional eCommerce benchmarks for assortment quality and customer service. They also have lower refund rates (50% lower than traditional eCommerce) and fewer customer service inquiries per order than their first-party seller peers.

Brands interested in joining the AGORA marketplace can contact or contact the Mirakl team.

About AGORA Launched in 2020, AGORA is the UK’s next generation commerce app focused on beauty and wellness and aiming to bridge the gap between physical retail and e-commerce, revolutionizing beauty shopping. Our slogan “Beauty gets real” reflects this vision and purpose; allowing consumers to make informed and transparent decisions when it comes to shopping. The AGORA community is empowered to create video reviews about their tried and tested products, sharing genuine and visual feedback to help others shop. In addition to this, they are able to interact socially through livestream shopping events, learning from experienced beauty lovers, experts and brand owners.

AGORA was launched by co-founders Riccardo Basile and Elizabeth Craft Townsend-Rose who were previously part of the team who founded Lazada, the largest e-commerce in South-East Asia, sold to the Alibaba Group in 2016. Based in London, AGORA counts 20 team members hailing from Lazada, McKinsey, Vogue, Charlotte Tilbury, Farfetch, Badoo, and Goldman Sachs. For more information see here.

About Mirakl Mirakl offers the industry’s first and most advanced enterprise marketplace SaaS platform. With Mirakl, organizations across B2B and B2C industries can launch marketplaces faster, grow bigger, and operate with confidence as they exceed rising customer expectations. Platforms are the new competitive advantage in eCommerce, and the world’s most trusted brands choose Mirakl for its comprehensive solution of technology, expertise, and the Mirakl Connect ecosystem to unlock the power of the platform business model for them. As a result, companies like ABB, Astore by AccorHotels, Best Buy Canada, Carrefour, Catch, Changi Airport, Darty, The Kroger Co., Leroy Merlin, Maisons du Monde, Metro, and Toyota Material Handling gain the speed, scale, and agility to win in the changing eCommerce landscape. For more information:

Press contact Hugo Weber Director, External Communications & Public Affairs EMEA, Mirakl +33 (0)633535019

Paula Munteanu Account Director, Harvard +44 (0)7474673460

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