HERO
AcquiredRaised Since FeaturedThe future of retail
Virtual shopping platform connecting online shoppers with in-store experts via live video, messaging, and social-style content.
About
HERO was a virtual shopping platform that bridged the gap between online and in-store retail by connecting eCommerce shoppers with in-store product experts through live video, messaging, and social-style shoppable content. Founded in 2015 by Adam Levene and Alistair Mayall after Levene noticed how South American businesses used WhatsApp to connect with customers, the platform empowered store associates to become content creators and personal shoppers for online visitors. HERO worked with over 300 brands including Nike, Levi's, and Harvey Nichols, enabling retailers to humanize the digital shopping experience and boost conversion rates. In July 2021, Klarna acquired HERO for approximately $160M to integrate virtual shopping across its 250,000 retail partners. The technology was embedded into Klarna's ecosystem as 'Klarna Virtual Shopping.' In 2024, Klarna sold the Hero business to video commerce company Bambuser for approximately โฌ1.3M, retaining more than 100 former Hero employees and the core technology integrated into its platform.
DailyDropout Take
HERO spotted the fundamental tension in eCommerce โ customers get selection but lose the human touch of in-store shopping. By turning store associates into digital concierges, HERO created a compelling bridge that attracted Klarna's attention and a ~$160M acquisition, validating the virtual shopping category.
Discovery signal: Unique approach to humanizing eCommerce through existing retail staff, strong brand partnerships including Nike and Harvey Nichols
What Makes Them Unique
HERO uniquely empowered existing in-store staff to become digital sales associates, creating authentic human connections between physical stores and online shoppers without requiring dedicated streaming infrastructure or influencers.
300+
Brands
~$160M
Acquisition Price
$15M+
Total Raised
Target Markets
Founders
Adam Levene
Founder & CEO
Serial entrepreneur who founded HERO in 2015 after observing how South American businesses used WhatsApp to connect with customers. Previously co-founded Lost My Name (now Wonderbly), a personalized children's book company.
Alistair Mayall
Co-Founder & CTO
Longtime collaborator of Adam Levene, co-founded HERO to bridge the gap between in-store and online retail experiences.
Funding History
Lead: Various
Lead: S28 Capital
Investors
Firms
Individual Investors
Former CIO, Fast Retailing (Uniqlo)
Non-Executive Director, Boohoo.com & The Hut Group
Founder & General Partner, S28 Capital