// startup autopsy

Payvment

The Facebook storefront that closed when the social commerce dream faded

platform dependencyAcqui-hire

Fatal mistake: Payvment bet its entire business model on Facebook commerce remaining viable, leaving no fallback when Facebook deprioritized merchant storefronts.

Founded	2009
Closed	2013
Country	USA
Sector	Ecommerce

50%

Key Events Timeline

2009-01-01

FOUNDING

Payvment founded to bring storefront commerce to Facebook Pages for small businesses.

2010-06-01

FUNDING

Raised $7.75M in total funding to expand its Facebook commerce platform.

2012-06-01

PRODUCT LAUNCH

Launched Shopping Mall on Facebook, aggregating thousands of merchant storefronts in a single discovery interface.

2013-01-15

ACQUISITION ATTEMPT

Intuit acquires Payvment, signaling the end of the independent Facebook commerce platform era.

2013-03-01

SHUTDOWN

Payvment shuts down its storefront service following Intuit acquisition, ending operations for all merchant customers.

Full Analysis

Analyst plan

Documented cause

Payvment built a Facebook storefront platform to enable merchants to sell directly on Facebook. However, the startup's business model was fundamentally dependent on Facebook's commerce ambitions and the platfor...

m's organic reach. As Facebook's e-commerce strategy stalled and organic reach for business pages collapsed due to algorithmic changes, merchants gradually abandoned the channel, eliminating Payvment'

Verified lesson

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€14M

Peak valuation

HypeCycle · MoatType · ResearchTags

Payvment raised €7.75M before payvment bet its entire business model on facebook commerce remaining viable, leaving no fallback when facebook deprioritized merchant storefronts. ended it. See the documented cause, verified lesson and all failure signals.

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