Helping brands increase revenue through social commerce, London-based Duel has raised $3 million

London’s brand advocacy platform By two raised $3 million in funding to help consumer brands generate revenue through social commerce without having to invest huge amounts of money in digital advertising and rely on growing their own communities of people. The circle led c SuperSeed. The new money will allow Duel to better serve its expanding global customer base.

The British startup previously received £1.8 million in funding in 2020.

The platform enables brands to coordinate, track and measure advocates across communities, including customer ambassadors, creators, influencers, athletes and store employees,

The platform is used by companies such as ASOS, Unilever, Charlotte Tilbury, Rab, Monica Vinader, Mint Velvet, Beauty Pie, NEOM, Bleach London and Elemis.

Paul Archer, co-founder and CEO of Duel, said: “We are in the midst of a people-driven revolution when it comes to the growth of consumer brands, as content created by real people now influences many of our purchasing decisions, rather than ads created by businesses . If brands want to capitalize on the rapid shift of commerce to social media, they need to engage their own communities of people by identifying their most social, influential and passionate brand fans, and then grow through them.”

Mads Jensen, managing partner of SuperSeed, added: “For too long, consumer brands have been forced to rely on expensive advertising to generate revenue. Duel’s technology is a game-changer as it helps brands rely less on ineffective advertising strategies and instead use their own communities to grow.