Shopify teams with Montreal startup on e-commerce video app

Spotful, a three-month-old Montreal startup, announced Thursday it is teaming up with Shopify on an e-commerce video app that is now available to more than 100,000 Shopify stores.

The two companies first came together at FounderFuel in Montreal and it was “an immediate fit,” according to Spotful CEO Andrew Murray.

“Our hope is that by complementing Shopify’s commitment to users with our vision and technical solutions, we’ll enable an unparalleled online shopping experience to both customers and merchants,” Mr. Murray said in a statement.

The new app allows Shopify stores to sync their inventory with an online video editor, giving them the opportunity to embed product information and a shopping cart inside videos.

Atlee Clark, Shopify’s app store and third-party developer ecosystem lead, said the company’s merchants are always looking for new ways to sell and reach more customers.

“Spotful is a great new app that allows our merchants to convert video viewers to sales,” Ms. Clark said in a statement.