Admitad, which is part of Germany-headquartered tech company Mitgo, has taken over social commerce startup Wardroll in a deal not disclosed publicly. Mitgo's areas of work include performance marketing, fintech, and intelligent shopping.

Wardroll was started by Kashish Jain, an IIT Delhi alumni. Wardroll is a social commerce platform for monetizing creator content through conversions of viewer attention to sales of products. The site uses smart link technology to make automated product links shared in shoppable videos seamless from discovery to purchase. In its first phase of growth, Wardroll effectively garnered creators with a total reach of millions and secured exclusive partnerships with brands including Myntra and H&M.

With this acquisition, Wardroll is formally brought into the Trendweave fold, another Mitgo venture, that will integrate its creator network and live campaign assets into Mitgo's social shopping platform. As per terms of the deal, Wardroll founder Kashish Jain will become a part of the Trendweave leadership team to assist in driving the platform's creator-first vision forward.

Kashish Jain said, "Consumers today are bombarded with options and suffer from decision fatigue every time they access an app. Wardroll was designed to make discovery-led shopping effortless for users and empower creators to increase their earnings and open up performance-based commerce for brands. Its fundamental principles integrate perfectly with Trendweave's creator-centric mission, dramatically improving its capabilities."

Neha Kulwal, Managing Director – APAC & India of Mitgo, said, "Wardroll brings with it tremendous value by virtue of its technology and creator partnerships. This deal is an ideal one to further our vision in creating the future of social shopping. With Trendweave, we're building a creator, user, and brand ecosystem where everyone can succeed together, and the prowess of Wardroll will significantly fuel that process. We are excited to have Kashish and his team join the Mitgo family."

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