Leading provider of product reviews and user-generated content (UGC) solutions, Bazaarvoice has acquired Curalate, to lead the growing visual commerce trend, where consumers increasingly buy based on user-generated visual content.

Curalate provides shoppable social, UGC, and influencer marketing solutions to more than 1,000 brands and retailers, including Best Buy and Lululemon. Curalate’s technologies turn images into digital storefronts that give consumers compelling shopping experiences online.

With the integration of Curalate, Bazaarvoice will offer brands the ability to leverage social content to drive sales on social, websites, and throughout the Bazaarvoice retailer network.

Bazaarvoice customers will benefit from Curalate’s industry-leading solutions for turning social content into shoppable experiences along with Curalate’s badged relationship status with leading social media platforms including Facebook, Instagram, and Pinterest.

Reseacch highlights the importance of social content in the purchase journey, particularly for Gen Z, who are 34% more likely than other age groups to find out about new brands and products through influencers. According to Bazaarvoice’s Shopper Experience Index, about 42% of global shoppers say they have made a purchase on social media.

Bazaarvoice CEO, Keith Nealon said, “Consumers are increasingly referring to images and videos within reviews to be able to buy online with confidence. As shoppers turn to e-commerce in unprecedented numbers due to the COVID-19 outbreak, empowering them with access to this type of UGC has become more important than ever.”

He added: “Our acquisition means brands and retailers can take advantage of the huge consumer appetite for visual content and social shopping. They will benefit from the most engaging and effective ratings and review content, expertly delivered through partnerships with the world’s major social platforms.”

Curalate co-founder and CEO, Apu Gupta said, “From the outset, Curalate has believed that social media and visual content would shape how consumers shop. This vision has been validated by the 1,000+ brands we work with and the hundreds of millions of people who engage with Curalate experiences. Now, by joining Bazaarvoice, we have the opportunity to accelerate what we started while bringing an extraordinary value proposition to brands and retailers globally.”