Two Sisters Are Reinventing Social Commerce with AI

Early customers are reporting AI assistance rates exceeding 85%
“Social isn’t just a channel anymore. It is the entire customer journey.” The social media landscape has evolved far beyond simple posting and sharing. Today, platforms like Instagram and TikTok have become sophisticated shopping destinations where purchase decisions happen in real-time through comments, DMs, and story interactions. Yet most brands are still operating with outdated tools, missing these crucial conversion moments entirely. Nectar Social, a Seattle-based startup that just emerged from stealth with $10.6 million in funding co-led by True Ventures and GV (Google Ventures). What makes this story particularly compelling isn't just the impressive funding round, but the unique perspective of its founders: sisters Misbah and Farah Uraizee who witnessed the social commer
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Picture of Upasana Banerjee
Upasana Banerjee
Upasana is a Content Strategist with AIM Research. Prior to her role at AIM, she worked as a journalist and social media editor, and holds a strong interest for global politics and international relations. Reach out to her at: upasana.banerjee@analyticsindiamag.com
25 July 2025 | 583 Park Avenue, New York
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