All videos on the platform were recorded with the VideoShops creator app. This meant lower production values and thus less compelling content. Furthermore, in order to overcome the nonexistent audience on the main site, the platform allowed syndication of videos to 7 other platforms including YouTube and Instagram. This created an inconsistent experience, and eliminated the possibility of ever building a brand or an audience.
Early on, the primary consumer experience was desktop-oriented, which was out of sync with how most video commerce is consumed nowadays.
While the company positioned itself as a platform for independent creators, they spent a considerable amount of money and effort brokering deals with big-ticket celebrities to make content, despite the fact that they would never be a source of ongoing content and would produce little ROI.