Locker arranges your shopping links into virtual wish lists and collages.

After years of the tedious task of copying and pasting shopping links into spreadsheets and snapping screenshots of products to share with friends and family, Kristine Locker had an epiphany. She decided to launch a social shopping platform bearing her name, aimed at transforming her sea of open tabs into a neatly organized, shareable virtual wishlist.

Deemed the “Pinterest for online shopping,” Locker debuted in 2022 as a Chrome extension. It empowers users to save any online product into categorized wishlists, explore outfit collages curated by fellow users, collaborate with friends, and craft giftable collections for sharing via email or social media. The platform is also accessible through an iOS app.

Locker recently secured a $2.5 million funding round from Wonder Ventures, valuing the company at $9 million, as announced today.

“Kristine Locker has uncovered a solution that eluded Pinterest, Instagram, and Facebook,” remarked Valentina Rodriguez of Wonder Ventures in a statement to TechCrunch. “Shopping serves as the nucleus around which social interactions orbit, not the other way around. With a founder uniquely attuned to her product, she has constructed a platform where social commerce is seamlessly user-friendly and inherently contagious.”

In contrast to influencer-centric platforms like LTK, Collective Voice, and Split, which cater to monetizing a sizable social media following, Locker is tailored for everyday consumers seeking to curate shoppable collections for personal enjoyment.

“When I surveyed the competitive landscape, I found platforms geared toward influencers… but as a consumer, none of those options fulfilled my need to organize my shopping and have an authentic space to discover what my friends were shopping for, which was my primary desire,” explained Locker’s founder. “A significant aspect of Locker’s mission is to foster a user-generated, authentic sharing environment devoid of monetization, so users don’t feel like they’re being targeted solely for profit.”

While users cannot directly earn income from sharing products on Locker, they can participate in its “Shopping Club” to receive rewards when friends utilize their referral links. For instance, upon referring 25 users to Locker, members receive exclusive Locker merchandise. Upon reaching 500 referrals, they earn $750 to purchase an outfit from their Locker collection, as elucidated by the startup’s founder.