// startup autopsy
Shopmium
Coupons went corporate
acquisition gone wrongAcqui-hire
Fatal mistake: Shopmium's core value proposition — consumer grocery data — was more valuable to FMCG giants than to independent investors, making it a natural acquisition target before reaching sustainable scale.
Key Events Timeline
FOUNDING
Shopmium founded in France to build a mobile cashback and coupon platform for grocery shoppers.
PRODUCT LAUNCH
Launched iOS and Android app with first FMCG brand partnerships across French supermarkets.
FUNDING
Completed $7.7M in funding to expand partnerships and user acquisition across Europe.
ACQUISITION ATTEMPT
Procter & Gamble approached Shopmium for strategic acquisition to gain direct consumer shopper data capabilities.
SHUTDOWN
Shopmium acquired by P&G, ending independent operation of the original company.