Video Commerce Group Limited (In Liquidation)

Offer Deadline:

Friday 5 July 2024 at 12pm BST

Acquisition Opportunity

Hilco is seeking offers to acquire the intellectual property assets of Video Commerce Group Limited (In Liquidation) (“Video Commerce Group”, “OOOOO”, or the “Company”) on behalf of the Joint Liquidators of the Company, Simon Renshaw and Avner Radomsky of RG Insolvency Limited.


Prior to Liquidation, Video Commerce Group, previously trading as OOOOO, established itself as a leader in video-based social commerce. Founded in early 2020, the Company developed technology that seamlessly integrates video content with shoppable features, creating an engaging and interactive shopping experience on mobile devices. This innovative approach, often referred to as “entertainment commerce,” significantly enhances consumer engagement, dwell times, and conversion rates, far surpassing traditional image-based e-commerce methods.

Inspired by the success of video commerce in China, OOOOO aimed to introduce and lead the transformative video-based social commerce technology in Western markets. In late 2020, the Company launched the OOOOO app on both Apple and Google stores in the UK, allowing users to watch and shop from short-form and live videos created by vetted hosts who provided authentic product reviews. The app’s seamless integration enabled users to make purchases directly within the videos without leaving the app, simplifying the buying process and enhancing user satisfaction.

Video Commerce Group developed a robust backend infrastructure to support its state-of-the-art Platform (the “Platform”), including the Creator Centre for managing content creators, the Merchant Centre for seller interactions, and the Operation Centre for administrative tasks. These proprietary systems, designed and built in-house, offer a comprehensive solution to power a sophisticated video commerce marketplace.

Before Liquidation, the Company had established partnerships with prominent retailers such as Boohoo, JD Sports, I Saw It First, and Look Fantastic, featuring products from renowned brands like Lego, Nike, Gucci, and Samsung, and achieving the number one spot in the Apple Store for e-commerce in the UK in 2020. In 2021 and early 2022, the Company expanded its capabilities by operating live commerce studios in the UK, equipped with advanced video production technology and staffed by professional presenters, creating high-quality content for the app’s partners, further enhancing the user experience.

Recognising the high operational costs of running a full-scale commerce and production operation, the Company pivoted in early 2022 to focus on licensing its technology to other businesses, leveraging the Company’s technological prowess and reputation by enabling partners across the globe to launch their own video commerce platforms. By mid-2022, Video Commerce Group had secured partnerships with major companies such as B2W in Brazil, QVC in Italy, and MOJO in the GCC, showcasing the versatility and appeal of its technology.

This acquisition opportunity presents a unique chance to secure the proven, formerly revenue-generating intellectual property assets of a front-runner in video-based social commerce technology. The Company’s fully developed iOS and Android applications and comprehensive backend systems offer a complete solution for launching a video commerce platform.

Available Assets

The OOOOO Brand

Despite launching less than five years ago, the OOOOO brand rapidly established itself as a leader in the innovative field of video-based social commerce. Dedicated to merging community, entertainment, and commerce, OOOOO has revolutionised how consumers engage with products on their mobile devices.

The brand’s flagship Platform offers users a seamless solution to watch and shop from interactive video content. The Company’s technology integrates short-form and live videos with shoppable features, enabling users to purchase directly within the video without leaving the app, enhancing user engagement, dwell times, and conversion rates, presenting the brand as offering a superior shopping experience. OOOOO’s technology was developed by a team with backgrounds in leading tech companies such as TikTok, Tencent, and Alibaba, bolstering confidence in the brand and capability of its underlying technology.

The OOOOO brand has gained significant traction in the market, achieving the number one spot in the Apple Store for e-commerce in the UK in 2020. The brand has also attracted partnerships with and the trust of prominent retailers like Boohoo, JD Sports, and I Saw It First, as well as major companies such as B2W in Brazil, QVC in Italy, and MOJO in the GCC. OOOOO’s innovative approach to social commerce has been highlighted in numerous industry articles and reports, reflecting its impact and the brand’s relevance in the evolving e-commerce landscape.

Acquiring the OOOOO brand offers the chance to capitalise on the burgeoning entertainment commerce market and lead the future of interactive shopping experiences with a brand positioned at the forefront of the video commerce revolution.

Trade Marks

The Company holds registered trade marks covering the “OOOOO” brand name and logo in the UK and internationally.

A full trade mark schedule is available via a virtual data room.

The Platform & Technology

The Company’s sophisticated backend infrastructure and technology, designed to provide a seamless and robust video commerce experience, are also available to acquire. They are divided into three main components: the Creator Centre, the Merchant Centre, and the Operation Centre, each tailored to meet specific needs within the Platform.

Creator Centre

The Creator Centre is a comprehensive management system designed to foster and streamline the relationship between the Platform and content creators, offering tools and features that empower creators to produce high-quality, engaging content. The Content Management System (CMS) provides an intuitive interface for creators to upload, edit, and organise their video content. Performance analytics offer detailed insights into content performance, viewer engagement, and sales conversion rates, enabling creators to optimise their content strategies.

Monetisation tools facilitate creators’ revenue streams, including direct sales commissions and brand partnership opportunities. The Creator Centre also supports real-time video broadcasting with integrated shoppable features, allowing creators to interact with their audience. Additionally, collaboration features enable cooperation among multiple creators and brands, enhancing the variety and appeal of the content on the Platform.

Merchant Centre

The Merchant Centre is a robust system designed to manage and optimise the interactions between the Platform and its sellers, ensuring merchants can efficiently showcase and sell their products. Inventory management provides tools for tracking stock levels, managing product listings, and automating reorders to ensure consistent product availability. The order management system streamlines the entire order fulfilment process from purchase to delivery, including order tracking and customer notifications. Sales analytics deliver comprehensive sales data and trends, helping merchants make informed decisions about product offerings and marketing strategies. The Platform supports multiple payment gateways, ensuring secure, seamless transactions within the app. Additionally, promotional tools offer capabilities for creating and managing discounts, coupons, and other promotional activities to drive sales and customer engagement.

Operation Centre

The Operation Centre is the administrative backbone of the Platform, providing a range of tools and features that support overall Platform management and operational efficiency. User management controls access levels and permissions for various users within the Platform, ensuring secure and efficient management of creator and merchant accounts. Content moderation implements automated and manual moderation tools to ensure all content meets community guidelines and quality standards. Reporting and compliance generate detailed reports on Platform performance, user activity, and compliance with legal and regulatory requirements. The Operation Centre also integrates with customer support systems to efficiently handle inquiries, complaints, and feedback, enhancing user satisfaction. Additionally, system integration provides APIs and other tools to connect the OOOOO Platform with external systems and services.

The technology behind the OOOOO Platform is built on a modern and scalable architecture, ensuring high performance and reliability. Advanced AI and machine learning algorithms are incorporated for content recommendation, user personalisation, and predictive analytics. Cutting-edge video processing and streaming technologies deliver high-quality video content with minimal latency, and the Platform is designed with a mobile-first approach, ensuring optimal performance and user experience on iOS and Android devices. Robust security protocols are implemented to protect user data and ensure compliance with data protection regulations.

The OOOOO Platform delivers a comprehensive and innovative solution for video-based social commerce.

Domain Name and Website Content

The Company holds the primary domain name.

The Company holds the copyright in the content hosted on its website,, which showcases the business and its technology.

Social Media Accounts

Rights in Instagram, TikTok, and YouTube social media accounts are also available to acquire.

A full social media schedule is available via a virtual data room.

Sale Process

Offers are due Friday 5 July 2024 at 12pm BST.

All expressions of interest and bids are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room of further information on signing a confidentiality agreement.

Key Terms &  Conditions

The Joint Liquidators act as agents of the Company and without personal liability.

The bidder acknowledges that Hilco acts as an agent for the Joint Liquidators who offer for sale only what right, title and interest (if any) the Company possesses in the assets. Such sale will be without any warranties, expressed or implied. The information provided has not been verified by Hilco or the Joint Liquidators and bidders are deemed to have carried out their own due diligence. Terms and conditions related to the sale can be provided on request.


Alexander Muir

Associate Director

Manchester Office

+44 (0) 7593 562917