Tango adds e-commerce to messaging app – Mobile World Live

Tango adds e-commerce to messaging app

13 MAY 2015

Mobile messaging app Tango added an e-commerce service to its portfolio, as it looks to extend its proposition beyond its core services.

The company is working with US retailer Walmart and Alibaba’s AliExpress. Alibaba’s participation is perhaps unsurprising: last year it took a $215 million stake in Tango. In a statement, Tango said that it “expects to expand shopping options over time to include additional retailers and geographies”.

It will offer curated lists of products based on user preference, while enabling users to create their own lists to share with family and friends.

The Next Web said that Tango will be taking a cut from transactions made within its app, giving it a lucrative additional revenue stream. The company also said that it marks “the first native” shopping proposition in a messaging app, meaning users are offered a fully integrated experience.

“Starting today, Tango becomes more than just a mobile messaging service: we’re leading the way in ‘conversational commerce,’ making it simple for consumers to connect with leading retailers using the same platform they rely on every day to chat with friends and family,” said Uri Raz, CEO.

Last year, Tango announced a $25 million fund for developers intended to bolster the games proposition of its platform. It previously introduced an SDK to enable developers to add Tango-powered social features to apps.

It is among a number of messaging app players looking to extend its reach beyond their core business, with LINE being the most notable – it has moved into a number of adjacent markets including payments, an Uber-style taxi booking service, food delivery and entertainment content, and of course gaming is also a core part of its proposition.

And Chinese internet giant Tencent is also bolstering the ecosystem around its Weixin/WeChat service.

Tango Shop is available to Android and iOS users.

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Steve Costello

Steve works across all of Mobile World Live’s channels and played a lead role in the launch and ongoing success of our apps and devices services. He has been a journalist...More

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