Private equity firm L Catterton has invested in InMobi-backed Glance to accelerate its AI-driven shopping push in the US. The platform aims to move e-commerce beyond traditional search engines by integrating personalized product suggestions directly onto smartphone lock screens and connected TVs. This partnership seeks to help the startup compete in a crowded digital retail market.
L Catterton, the consumer-focused private equity firm, has secured a stake in Glance, the AI-driven content and commerce platform supported by InMobi. This investment is designed to help Glance expand its presence into the United States. The company plans to use the capital to introduce “agentic commerce”—a form of shopping managed by AI—directly to users on their mobile devices and connected televisions.
Glance operates by embedding its software at the device level through partnerships with major manufacturers like Samsung, Motorola, and providers such as DIRECTV. The business model differs from traditional e-commerce giants like Amazon or Google. Instead of waiting for a user to type a search query into an app or website, Glance uses AI to predict what a user might want and proactively shows those products or services on the lock screen. The goal is to capture consumer attention before they even start shopping.
This investment adds to an already strong list of institutional backers for the InMobi group, which includes Google and Jio Platforms. By bringing in L Catterton, which has deep experience in managing global consumer brands, Glance aims to refine its operational approach as it enters the competitive Western market. The company’s ability to leverage L Catterton’s network could be a key factor in how it presents itself to brands and retailers in the US.
However, entering the US market comes with significant risks. American consumers are highly sensitive to device privacy, and the success of Glance depends on how users react to content and ads appearing on their device lock screens. Many users prefer clean, ad-free interfaces, so overcoming “notification fatigue” and potential privacy pushback will be a major test. Furthermore, the company must compete with established retail platforms that already control a large portion of consumer spending habits. Converting device impressions into actual sales remains a challenge that many tech platforms are still trying to solve.
The progress of this US expansion will be a critical monitorable for the industry. Investors and observers will track whether Glance can maintain user engagement while proving that its AI-driven suggestions lead to real transactions. The company’s ability to navigate strict data protection regulations in the US will also be essential for its long-term growth and credibility with major retail partners.