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Shopify Acquires Threads (No, Not That One)

Shopify bought it Threads.com, a Seqiuo-backed Slack alternative, Threads announced on its website. The companies did not disclose terms of the deal, but said the Thread.com team will join Shopify.

Themes added yes after launch Meta’s social network with the same name last year, the startup had «an opportunity to sell our domains.» It’s not clear whether the startup sold the domain name to Meta, Shopify, or anyone else, but the note suggests it would have had to rebrand Threads if it had remained independent. We’ve reached out to all of these companies and will update the story if we hear back.

Threads.com launched its product from stealth in 2019 with $10.5 million in funding. It was thrown into the spotlight after Meta launched Threads, its Twitter-like social network. Namely, Meta also had another product called Threads, a companion app for Instagram that started in 2019 and he was close in 2021.

The Threads.com team said Meta’s social network was on the rise, but several companies approached the startup to acquire it. It ultimately chose Shopify, it said, for the opportunity to «muddle through big numbers.»

“Around the same time (when Threads.com was considering selling the domain), we were approached by several companies, wondering if we would be open to an acquisition. If this happened in the past, we would politely decline. However, this time things were different,” the company said in a post. «We weren’t that excited about the time it would take to invest in a rebrand, and with mind-bending technological advances now a commodity, we were excited to join a place where we can tinker at scale.»

Last year, Meta decided to use Threads.net because Threads, a business communications startup, already owned Threads.com. However, many customers still visited the .com website and even downloaded the startup’s app before realizing it wasn’t the social network they were looking for.

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According to data from analytics firm data.ai at the time, Threads.com’s app saw 880,000 downloads worldwide only on iOS between July 6th and July 12th. And on Android, the app passed 1 million lifetime downloads just a few downloads before Meta launched its Threads social network.

«Threads is a powerful word and a native term on the Internet,» Threads co-founder and CEO Rousseau Kaziwho worked at Facebook for six years, said in a statement to TechCrunch last year.

“Using threads — across multiple platforms — is the best way to stay connected to your (.net) business or (.com) company. With that in mind, it’s no surprise that Meta chose a powerful label that represents their vision of building a city square.»

Shopify CEO Tobi Lutke welcomed Kazi and his team, but did not explain how he plans to integrate the product into Shopify.

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