Dive Brief:

• Mobile shopping app Spring announced Thursday that it has raised $25 million in a new round of funding, bringing its total amount of funding raised to $32.5 million. 
• Created in August 2014, the app functions like social media tool Instagram, allowing users to scroll through different brands' postings and buy an item on the app with a swipe.  
• Spring will use the funding to help hire more engineers in New York. The company also announced Thursday that it will launch a native app on Google Android-based phones and that it will soon offer same-day delivery. 

Dive Insight:

Spring currently works with 700 brands, including Rebecca Minkoff and American Apparel. Its popularity with retailers may come from the level of control it offers to these companies: Retailers can choose how often they post on the shopping app, what they post, and how these items are shown in the app. According to Spring, this is the first foray into direct to consumer e-commerce for some retailers — a testament to the level of trust Spring has built with these companies.