A startup providing live video technology for retail brands has been acquired in a US takeover.

Go Instore, headquartered in London, connects online customers with in-store staff. 

Emplifi, a global provider of SaaS-based, omnichannel consumer experience software backed by Audax Private Equity, has snapped up the company for an undisclosed amount.

Emplifi, which has 750 staff, works with brands such as Delta, Ford and McDonalds.

“We are thrilled to partner with the Go Instore team and welcome their outstanding people, culture, platform, and customers into the Emplifi family,” said Emplifi CEO Mark Zablan. 

“This acquisition marks another important milestone on Emplifi’s path towards being the customer experience platform of choice. 

“The addition of Go Instore’s live commerce capabilities will further enable Emplifi to provide differentiated experiences at every touchpoint along the customer journey. 

“We’re excited to start helping brands connect and convert consumers more quickly and directly through the power of livestream video and social media.”

Brands can also use the Go Instore platform to create streamed video events on their own platforms or via social platforms such as Facebook and Instagram.

The company counts Currys, Marks & Spencer, Pandora, Samsung and HP among its customers and employs more than 60 people.

André Hordagoda, co-founder of Go Instore, added: “We are incredibly excited to join forces with Emplifi to deliver even more powerful shopping experiences across our client’s websites and social channels.”