How Join Stories aims to capitalise on the stories format to boost online engagement and conversion

Since 2020, the start-up Join Stories has been enabling e-retailers to integrate 15-second video or photo stories -made popular by Instagram- into their websites and apps. With a client portfolio that has doubled in the past year, Co-Founder and C.E.O. Jonathan Szwarc shared with mind Retail the retail tech company's ambitions, the latest client acquisitions and the expansion of this format into retail media.

Through Morgane MonteiroSophie Baqué. Published on 24 February 2025 à 19h25 - Update on 24 July 2025 à 11h13

The genesis

In 2018, fresh graduates Jonathan Szwarc and Nicolas Goudemant decided to join forces to create Join Stories. Initially, they launched a media agency specialising in ad space purchasing but pivoted to a SaaS model in 2020 to offer e-retailers a Web Story solution. The idea stemmed from Szwarc’s experience as Short Content Manager for Nike’s mobile app: “I quickly realised that short video content had a powerful impact on purchasing”, explains the C.E.O. “Whenever videos highlighting products were integrated into the Nike app, sales would increase. However, implementing video integration at scale internally was complex, as it required collaboration between multiple teams (product,…

Morgane MonteiroSophie Baqué

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