Firework

Firework is a video commerce and AI technology company that helps brands create interactive digital shopping experiences. Its platform brings video into online commerce, with the aim of making product discovery more engaging and helping shoppers connect with brands. The company says it works with more than 1,500 brands and retailers globally.

Firework’s offerings include shoppable video, video showrooms, and AI-supported content solutions. Brands can use content from influencers, customers, employees, merchants, and their own teams, then curate and distribute that content across digital channels. Interactive video experiences let shoppers explore products as they watch, supporting discovery and purchase within a brand’s digital storefront.

The company also provides video distribution for multiple touchpoints, including websites, mobile apps, email, SMS, social channels, packaging, and in-store experiences. Its website describes these uses as ways to connect online and physical retail and extend a consistent brand experience across customer interactions. Firework documentation lists integrations with commerce platforms such as Shopify, BigCommerce, Adobe Commerce, and Magento.

Firework’s AI Virtual Assistant is presented as a way to support shoppers during their purchase journey. The company describes its broader platform as combining video content with assistance and product discovery, helping brands answer shopper questions and guide decisions. Other documented capabilities include video showrooms and tools for creating, managing, and syndicating video content.

Firework identifies brands and retailers as its customers, and its website highlights work across sectors including beauty, grocery, fashion, furniture, and home goods. Customer examples shown on its site include Anker, Heinz, Musely, The Fresh Market, and Stolen Stores. The company’s services are aimed at organizations that want to incorporate video and interactive experiences into digital commerce and customer engagement.

Firework was founded by Vincent Yang and Jerry Luk and officially launched in 2017. The company says it has raised more than $250 million in capital and describes itself as having a global presence. Its listed offices include San Mateo, New York, Toronto, London, Hong Kong, and Tokyo; its published company address is in San Mateo, California.

Firework’s stated mission is to bring video into digital commerce and foster deeper connections between brands and shoppers. Its stated vision is to help brands own their stories and turn interactions into meaningful experiences through omnichannel video. The company describes its work in terms of authenticity, customer connection, and helping brands engage and convert audiences; this profile does not infer additional claims about internal working culture.