Two Sisters Are Reinventing Social Commerce with AI

“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 Yet most brands are still operating with outdated tools, missing these crucial conversion moments entirely.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