Diddo
Diddo provides an AI-powered commerce infrastructure platform that enables real-time product identification in streaming video and universal cross-merchant checkout via a single API. It serves streaming platforms, media companies, and AI agent developers building shopping experiences.
- Company typePrivate
- Founded2024
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Diddo does
Diddo is a Santa Monica-based, venture-backed commerce infrastructure company that operates an AI-powered platform enabling real-time product identification in streaming video content and universal cross-merchant checkout. Its core technology combines proprietary computer vision AI that recognizes products in TV shows, movies, and live video with a Universal Cart API that consolidates items from multiple merchants into a single checkout flow. The company describes itself as the commerce layer for the agentic web, explicitly designed to let AI agents shop on behalf of users across any merchant.
The product suite consists of four interrelated offerings: the Universal Cart API (the developer-facing RESTful API with Node.js, Python, and Go SDKs, webhooks, and a sandbox environment), the Agentic Commerce Platform (the consumer-facing layer that powers agent-driven purchasing), the Interactive Shoppable TV API (the original product embedding shoppable experiences into streaming players), and a Retail Integration API connecting merchants into the ecosystem. Diddo supports multiple emerging agent commerce protocols through its pilot partnership with Visa's Intelligent Commerce Connect platform, including Trusted Agent Protocol, Machine Payments Protocol, Agentic Commerce Protocol, and Universal Commerce Protocol.
The business model is B2B and API-first, targeting streaming platforms, media companies, sports leagues, and AI agent developers. Revenue is generated through API platform licensing on a recurring subscription basis to streaming and media customers, supplemented by transaction fees on purchases completed through the universal cart. Pricing is quote-based and not publicly disclosed. Go-to-market combines enterprise field sales to streaming platforms, developer self-serve through documentation and SDKs, and ecosystem partnerships with payment infrastructure providers. As of April 2026 the company had signed deals with seven streaming platforms and was actively participating in the NBA Launchpad 5th cohort and Comcast NBCUniversal SportsTech 2025 program.
Diddo firmographics
Firmographics- Name
- Diddo
- Legal name
- Diddo
- Website
- https://shopdiddo.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Diddo provides an AI-powered commerce infrastructure platform that enables real-time product identification in streaming video and universal cross-merchant checkout via a single API. It serves streaming platforms, media companies, and AI agent developers building shopping experiences.
- Ownership category
- akta.pro rank
Diddo industry classification
Industry- Product category
- Agentic Commerce API
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)
- akta.pro secondary industries
- Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG), Content Identification & Matching (Fingerprinting, ID Resolution) (MPAHALAE)
Keywords
Where Diddo is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Diddo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- API Platform Licensing: Revenue generated from licensing Diddo's interactive shoppable TV API to streaming platforms and media companies. Platforms pay for access to the technology that enables in-video commerce.
- Transaction-based Commerce: Revenue from transaction fees on purchases made through the universal cart API when AI agents or viewers complete purchases across merchants.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Diddo product offering
Product offeringCore offering
Diddo provides a universal commerce layer that enables AI agents to shop across any merchant through a single cart and checkout integration. Its technology combines computer vision AI for real-time product identification in video content with a RESTful Universal Cart API, SDKs in Node.js, Python, and Go, and webhooks for order lifecycle events, targeting streaming platforms, AI agent builders, and merchants.
Product overview
Diddo offers a unified agentic commerce platform consisting of its Universal Cart API as the core product, the Agentic Commerce Platform for AI-powered shopping, the Interactive Shoppable TV API for video-based commerce, and a Retail Integration API for merchant connectivity. These products work together as an integrated stack: the Universal Cart API serves as the foundation enabling AI agents to shop across any merchant, the Agentic Commerce Platform leverages computer vision to identify products in real-time from video content, the Shoppable TV API integrates with streaming platforms to power in-content purchasing, and the Retail Integration API connects merchants to this ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- Agentic Commerce Platform Diddo's universal commerce layer that enables AI agents to shop on behalf of users across any merchant, with AI-powered product identification in real-time video, universal cart functionality, and one-checkout integration.
- Universal Cart API The core product offering that enables AI agents to shop across any merchant with a single integration, providing RESTful API endpoints, webhooks for real-time order lifecycle events, SDKs in Node.js, Python, and Go, and a sandbox environment for testing.
- Interactive Shoppable TV API An API enabling streaming platforms to offer shoppable video experiences, allowing viewers to purchase products directly from TV shows and movies using computer vision technology to identify items in real-time.
- Retail Integration API A retail integration solution that connects merchants to the Diddo commerce platform, enabling AI agents and video-based shopping experiences to access product catalog and purchase capabilities.
Quantifiable outcome
- Seven streaming platform partnerships signed within initial launch period
- +1 more outcomes
Companies that use Diddo
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Diddo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature4 records
Diddo partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- VisacoreDiddo is a pilot partner in Visa's Intelligent Commerce Connect platform, which enables AI agents to initiate and complete transactions. This partnership positions Diddo as part of Visa's agentic commerce ecosystem supporting AI-powered shopping.
- NBAcoreSelected for NBA Launchpad 5th cohort from over 200 applicants. The six-month program provides collaboration with NBA and WNBA, culminating in Demo Day at NBA Summer League in Las Vegas.
- Comcast NBCUniversal SportsTechcoreSelected for Comcast NBCUniversal SportsTech 2025 program alongside 9 other companies. Program involves collaboration with NBC Sports, NASCAR, and PGA Tour in a six-month program based in Atlanta.
- FanaticscoreListed as a partner backing Diddo, indicating strategic relationship in sports commerce and merchandise.
- Seven Streaming PlatformscoreDiddo has signed deals with seven streaming platforms to enable shoppable video functionality, with plans to expand to more platforms by Q2 2024.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Diddo competitors and assessment
Company assessmentDirect peers
- Syte: Syte provides visual AI for product discovery and shoppable experiences in e-commerce. Directly comparable to Diddo's computer-vision shoppable-video capability and serves similar retail and marketplace customers.
- Slyce: Slyce (now part of a visual-AI commerce stack) offers visual product recognition and image-to-cart functionality for retailers. Closely comparable to Diddo's real-time product identification and universal-cart vision.
Broad incumbents
- Shopify: Shopify powers merchant commerce infrastructure and has launched Shop Pay and agentic-commerce initiatives. Broad incumbent operating in the same e-commerce-enablement space as Diddo, with the resources to build competing universal-cart capabilities.
- Stripe: Stripe provides payment infrastructure and has launched agentic-commerce tooling (e.g., Stripe Agent Toolkit, partnerships with Klarna/Perplexity). Broad incumbent whose payment APIs overlap with Diddo's agentic commerce positioning.
- Amazon: Amazon operates shoppable video (Amazon Live), Rufus shopping agent, and a vast merchant network. Represents both a partner and a major competitive threat to Diddo's shoppable-video and universal-cart thesis.
- Pinterest: Pinterest runs shoppable pins and visual discovery at scale, with deep merchant integrations. Comparable in the visual-to-commerce funnel that Diddo targets with computer-vision product identification.
- Snap: Snap operates AR Shopping Lenses and shoppable AR try-on experiences. Comparable in the visual-to-purchase category and a potential competitor or partner for Diddo's shoppable-video stack.
Emerging players
- Donde Search: Donde Search provides visual AI search and product discovery for retailers. Emerging player with overlapping technology (visual product recognition) but narrower scope than Diddo's agentic commerce + shoppable video combination.
- Daydream: Daydream is an AI-powered shopping discovery and search platform. Emerging player in the AI-commerce category that overlaps with Diddo's agentic-shopping positioning, though focused more on discovery than checkout.
Others
- Fanatics: Fanatics is a sports-commerce platform already partnered with Diddo. Adjacent ecosystem participant that powers the merchant side of sports commerce and is both a partner and a potential integrator of competing in-house shoppable-video capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Diddo social profiles
Digital presenceDiddo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diddo leadership team
Management profileNumber of profiles
Profiles3 records
Diddo funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diddo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Diddo
What does Diddo do?
Diddo provides a universal commerce layer that enables AI agents to shop across any merchant through a single cart and checkout integration. Its technology combines computer vision AI for real-time product identification in video content with a RESTful Universal Cart API, SDKs in Node.js, Python, and Go, and webhooks for order lifecycle events, targeting streaming platforms, AI agent builders, and merchants.
Is Diddo a public or private company?
Diddo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Diddo founded?
Diddo was founded in 2024. It employs 11 to 50 people.
Where is Diddo based?
Diddo is headquartered in Los Angeles, United States, in the North America region.
How does Diddo make money?
Two revenue lines are on record. API Platform Licensing is the primary driver. The others are transaction-based Commerce.
Who are Diddo's main competitors?
Direct peers on record are Syte and Slyce. Broad incumbents are Shopify, Stripe, Amazon, Pinterest and Snap. Emerging players are Donde Search and Daydream. Fanatics is listed as an others.
Does Diddo have an API?
Yes. Diddo offers a Universal Cart API that enables AI agents to shop across any merchant with a single integration. The API provides RESTful endpoints with simple, predictable interfaces. Real-time order lifecycle events are handled via webhooks. SDKs are available in Node.js, Python, and Go. A sandbox environment with mock merchants is provided for testing. Developer documentation is at docs.shopdiddo.com.
What industry is Diddo in?
Diddo's product category is Agentic Commerce API. Its primary akta.pro industry code is BPAMAGAK, Marketplace Enablement, Seller Tools & E-commerce Infrastructure, with a secondary code of BPAEAHAG, Generative AI & LLM Solutions Services (RAG, Agents, Copilots). Its NAICS code is 541511 and its SIC code is 7370.