Diddo
Overview
Diddo is a technology company that integrates e-commerce capabilities within video content across multiple platforms. Founded in 2023, the company aims to enable viewers to purchase products directly from the content they consume. With its headquarters located in San Francisco, California, Diddo was established by Rishi Nair, Pamela Chen, and Ryan Sullivan. As of February 2025, the company has raised $2.8 million in seed funding and continues to innovate within the realm of shoppable video.
Recent Developments
In recent years, Diddo has been actively enhancing its platform to facilitate seamless shopping experiences through video content. Here are some key developments:
- April 2024: Diddo secured $2.8 million in seed funding led by Link Ventures. This round also saw participation from investors such as Scott Forstall and executives from Disney and MGM+. The capital is intended to enhance the platform's capabilities and expand partnerships with streaming services.
- January 2025: Diddo participated in the CES 2025 where Pamela Chen, the company's CTO, spoke on the future of shoppable videos. The presentation emphasized Diddo’s role in revolutionizing the way consumers interact with video content by making it directly shoppable.
- December 2024: Rishi Nair, CEO, highlighted the company's milestone achievements in integrating with seven major streaming platforms, allowing viewers to shop products shown in episodes or specific scenes.
- October 2024: The company announced a strategic partnership with Mux, a video infrastructure platform, to further enhance its video content monetization capabilities.
- August 2024: Diddo expanded its operations by hiring Rob Sussman, founder of Sundance Channel, as COO to drive company growth and scale operations.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2023 |
| Headquarters | San Francisco, California, United States |
| Founders | Rishi Nair, Pamela Chen, Ryan Sullivan |
| Revenue | Not disclosed |
| Profits | Not disclosed |
| Key Investors | Link Ventures, Lamar Advertising, Scott Forstall |
| Industry | E-Commerce, Video Technology |
| Number of Employees | 12 as of 2025 |
Early History
Diddo was founded in 2023 by a team of seasoned entrepreneurs with backgrounds in computer vision, e-commerce, and digital media. From its inception, the company made a strategic pivot towards capitalizing on the intersection of video content and e-commerce. The founders envisioned a platform that simplifies the shopping experience for users, enabling seamless integration of purchase options within videos. This vision was brought to life with innovative AI technologies capable of identifying products in video content and providing purchase options directly on screen.
Company Profile and Achievements
Diddo's business model is centered around transforming traditional media consumption into interactive shopping experiences. The company has developed a proprietary AI engine that recognizes and tags products within video content, allowing viewers to click and shop instantly.
- Milestones:
- 2023: Establishment of headquarters in San Francisco and launch of the demo platform.
- 2024: Successful seed funding round of $2.8 million.
- 2024: Formation of key partnerships with major streaming services and Mux to enhance shoppable video features.
- Achievements:
- Featured at CES 2025 showcasing advancements in shoppable video.
- Expanded the platform's capability to cover a broader spectrum of TV shows and movies.
Current Operations and Market Position
Diddo continues to thrive as a leader in the video e-commerce space. Its integration with several prominent streaming platforms positions it as a premier choice for content providers and advertisers seeking direct consumer engagement. The company’s innovative approach not only captures a segment of the growing e-commerce market but also redefines consumer behavior by integrating shopping and entertainment. Diddo's strategic partnerships and technological advancements have enabled it to maintain a competitive edge in an increasingly digital marketplace.
Conclusion
Diddo stands out as a pioneering force in merging e-commerce with digital media. By enabling shoppable videos, it provides a unique value proposition not just for consumers, but also for content creators and advertisers seeking deeper connections with their audiences. As the line between digital media consumption and commerce continues to blur, Diddo is well-positioned to capitalize on these trends and expand its influence globally. The future looks promising for Diddo as it aims to redefine the consumer shopping experience, offering an innovative approach that combines entertainment with ease of purchase.