Down to Shop

What Down to Shop does

Down to Shop is a mobile shopping network operated by Thingy Thing, Inc., a private company founded in 2018 and headquartered in Los Angeles. The company blends entertainment video content with e-commerce, positioning itself as an alternative to conventional online shopping, which it characterizes as 'boring.' Its primary distribution surface is YouTube, where it publishes and curates eight original shows (DTS, WILL IT GRAM, MOE INFORMED, Bingo Bango, Sunny Side Up, TALK TO ME, VaporZone, and ASMR) that drive top-of-funnel audience engagement and funnel viewers into its shopping platform.

The company offers two product surfaces. First, an e-commerce storefront operated as its own digital channel, monetized via transaction fees on purchases made through the platform. Second, a financial product called 'The Debit Card with Superpowers,' distributed through extra.app under the Extra sub-brand and featured prominently on the Down to Shop homepage. The underlying technology stack is not publicly disclosed, and no proprietary AI, APIs, or SDKs are documented in the available material. The company maintains apps on both the Apple App Store and Google Play under the extra.app identity.

Down to Shop's go-to-market is product- and content-led: original video content on YouTube serves as the primary marketing and acquisition channel, with audience attention converted into commerce activity and fintech product adoption. The customer base is described as general consumers (online shoppers) seeking a more engaging e-commerce experience, with no enterprise customers named and no segment-specific pricing disclosed. As of the input data, the company is privately held, has 1–10 employees, and has raised approximately $16.2M in disclosed funding across rounds in 2018, 2020, and 2021.

Name

Down to Shop

Legal name

Thingy Thing, Inc.

Website

https://downtoshop.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Down to Shop is a Los Angeles-based mobile shopping network, operated by Thingy Thing, Inc., that combines original YouTube video content (eight shows including DTS, WILL IT GRAM, and ASMR) with an e-commerce platform and the Extra debit card product to serve general consumers seeking a more entertaining online shopping experience.

Ownership category

akta.pro rank

Product category

Entertainment-Driven Social Commerce

NAICS

General Merchandise Retailers (455), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Overstock & Surplus General Merchandise Retail (CRAEAFAB)

akta.pro secondary industry

Board Game & Puzzle Specialty Retailers (CRALALAA)

Keywords

• Mobile shopping network
• Entertainment e-commerce
• Video commerce content
• Social shopping platform
• Creator-driven retail

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Online Shopping Platform: Down to Shop operates as an online shopping platform focused on making e-commerce entertaining through video content and interactive shows.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Down to Shop is a mobile shopping network that combines original, character-driven video content with e-commerce functionality. The company operates eight entertainment shows (DTS, WILL IT GRAM, MOE INFORMED, Bingo Bango, Sunny Side Up, TALK TO ME, VaporZone, and ASMR) that showcase products in a humorous, engaging format designed to make online shopping fun. The company also presents a sub-brand called Extra, a "Debit Card with Superpowers" product offered through extra.app.

Product overview

Down to Shop is a media and commerce company created in 2018 with the goal of making online shopping fun. The company operates a portfolio centered on entertainment video content (including shows like DTS, WILL IT GRAM, MOE INFORMED, Bingo Bango, Sunny Side Up, TALK TO ME, VaporZone, and ASMR) and offers a debit card product called 'The Debit Card with Superpowers' through extra.app. The video shows serve as entertainment content related to product reviews and shopping experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Extra: The Debit Card with Superpowers - a debit card product offering enhanced features.

Products and services

• The Debit Card with Superpowers (Extra) A branded debit card product marketed as having 'superpowers,' offered through a partnership with extra.app to consumers seeking enhanced payment functionality.
• DTS (Down to Shop) Video Show Flagship YouTube video show featuring product reviews, character-driven comedy, and entertainment content designed to make online shopping engaging for consumers.
• WILL IT GRAM YouTube video show featuring Instagram- and social-media-oriented product content tied to the Down to Shop shopping network.
• MOE INFORMED YouTube video show featuring informational and product-related content from the Down to Shop network.
• Bingo Bango YouTube video show featuring entertainment-driven product content for the Down to Shop audience.
• Sunny Side Up YouTube video show featuring upbeat entertainment content tied to product discovery on the Down to Shop network.
• TALK TO ME YouTube video show featuring conversational and personality-driven content from the Down to Shop creator network.
• VaporZone YouTube video show featuring vapor- and lifestyle product content aimed at the Down to Shop audience.
• ASMR YouTube video show featuring ASMR (autonomous sensory meridian response) content tied to product discovery on the Down to Shop network.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• NTWRK: NTWRK operates a mobile-first, content-driven shopping network centered on drops, exclusive product releases, and entertainment-driven live shopping. Like Down to Shop, it merges video content with commerce to engage younger consumer audiences.
• TalkShopLive: TalkShopLive enables creators and brands to host live, shoppable video shows distributed across social channels. It overlaps directly with Down to Shop's model of original video content driving e-commerce transactions.
• Whatnot: Whatnot is a livestream shopping marketplace where sellers host video shows to drive product sales. It shares Down to Shop's core concept of video-led entertainment commerce and mobile-first shopping experiences.

Broad incumbents

• Popsugar: Popsugar is a digital media company that integrates editorial content with commerce and shoppable recommendations. Like Down to Shop, it pairs entertainment content with retail touchpoints, though at much larger scale and across multiple verticals.
• TikTok Shop: TikTok Shop is a broad incumbent embedding commerce inside short-form video content at massive scale. It competes for the same entertainment-driven, mobile-first shopping behavior Down to Shop targets, but with vastly greater distribution.
• LTK (formerly rewardStyle / LiketoKnow.it): LTK is a creator commerce platform that powers shoppable content linking influencers' posts and videos to retail products. It shares Down to Shop's thesis that content-driven discovery can convert into commerce, though LTK focuses on creator monetization at scale.
• Amazon Live: Amazon Live streams shoppable video content within the Amazon retail ecosystem. It overlaps with Down to Shop's entertainment-plus-shopping model but operates as a feature within Amazon's much broader general merchandise marketplace.
• ShopHQ: ShopHQ (formerly Evine and Shop NBC) is a video-led shopping network broadcasting shoppable content across TV and digital channels. It represents the legacy, broadcast-commerce counterpart to Down to Shop's digital-native approach.

Emerging players

• Flip: Flip is a social shopping app featuring short-form video content paired with product discovery. It targets a similar Gen Z/mobile-first audience as Down to Shop through video-led commerce.

Others

• BuzzFeed: BuzzFeed blends editorial and video content with affiliate commerce. While not a direct competitor, it operates in the content-to-commerce ecosystem that Down to Shop is targeting, illustrating how media brands can monetize audience through shopping.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

• YouTubeyoutube.com/channel/UCFrq0IcSmQxVMGg3GIAajuQ

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Down to Shop