Startup Bymov is dreaming of a second-hand Tiktok

The Bymov application allows users to directly sell clothes and accessories. The tricolor startup uses the core codes of social networks to become “THE” second-hand fashion social network.

Upbeat music, some moves and you. These three elements should be enough to sell the t-shirt or dress you’ve worn. In any case, this is Bymov’s promise.

Created in 2019, this French start-up has developed a video application for the sale of second-hand clothing and accessories, intended for individuals. Or when TikTok and real Instagrams address the eco-responsible fashion trend. For the application’s founder and CEO, Farid Sayad, the goal is to “surf these two growing trends”.

Bymov interface, second-hand video application
Bymov interface, second-hand video application © Farid Sayad, CEO of Bymov

Video format is “inserted in mores”

To “surf” the explosion of the video format on social networks, Bymov intends to develop a new version of it by using the same functions as TikTok, such as the possibility to set a countdown, accompanied by music or a news feed. But unlike TikTok or Instagram, all the videos here are for sale.

“The new version is a kind of second-hand social network. The goal is mainly to sell his clothes and encourage users to promote themselves with their articles, which seems like a kind of ‘pitch ‘”, said Farid Sayad.

Bymov’s DNA video has been part of Generation YZ’s daily use since the Covid-19 pandemic. For Adrien Dufrene, Retail Sales Director at Netino of Webhelp, agency that specializes in user experience, “making short videos has become deeply rooted in norms for these generations, especially on Snapchat, TikTok and Instagram”.

However, these generations, equipped with a great digital culture, will quickly enter the labor market and therefore gain purchasing power. According to a study by consulting firm Accenture, 62% of global social media spending is expected to be made by millennials and Gen Z by 2025.

Bymov also flirts with the growing success of eco-responsible fashion among young people. According to a survey by social app Yubo, 42% of Gen Zers said they buy durable or second-hand clothes and 44% said they regularly shop at thrift stores.

“We are in a consumption model that is totally changing, it is not anecdotal, we are really in what is going to happen. Bymov follows the market, comments Adrien Dufrene. Then, the challenge for this start-up is to be a leader in the field ”.

“Vinted, Vestiaire Collective can’t position themselves in video”

A leader who might be interested in GAFA? Bymov benefits from the ecosystem developed by the giants Apple or Google, in the presence of the Apple Store, Google Store or even in the sales of smartphones required for the use of applications. The latter may be tempted to invest in a tool that is missing from their offer.

“If it works, it’s quite possible that there will be a procurement offer, in general, when they see that an entity has mastered a technology better than they have, that’s what will happen”, says Adrien Dufrene. For Farid Sayad, it is difficult for digital giants and for those in charge of second-hand sales to use directly and the video format alone. There will be a “behavior barrier” that makes it difficult to use another format in current marketplaces and applications.

“Vinted, Vestiaire Collective, etc … can’t position themselves in the video, we realize that some marketplaces have tried to include the video but no user has actually posted. If you want to put up a video, you really have to remove the photo, ”he said.

Behavior, the barrier is also technical. “The larger the technical structure of an application, the more difficult it becomes to integrate new formats,” continues Adrien Dufrene. Consumers generally rely more on a specialist for this type of thing. From the moment they operate word of mouth, the consumer will not go to other applications. “

The shopping options present on Instagram and TikTok remain largely “separate” features and are often focused on professionals, such as TikTok Shopping. Bymov wants to be more universal, accessible to all sellers who are happy to get rid of the treasures of their wardrobes.

Two fundraisers this year
With 45,000 users, the young French shoot benefited in April from a fundraising of 420,000 euros from Perpetua Investment Group for the next phase of its development. If successful in the next version of the application in July 2022, Bymov will get a second fundraiser from the same investor, this time for 4.6 million euros. The goals presented by the startup are high: the founder hopes to reach 200,000 users a year to reach approximately 2 million users by 2024.

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