E-commerce and social networking are quickly becoming two peas in a pod. One of the companies helping to blur the lines between the two is Wooplr, an Indian startup founded by four former McAfee employees that helps people discover clothes and food that they like through the company’s app. In order to help expand, the startup has raised $5 million in series A funding.

Local shopping and social discovery app Wooplr has raised US$5 million in series A funding from Helion Venture Partners. The app lets users discover fashion and food products they like, find what’s trending around them through photographs, and recommend those to their friends and the community. According to Rahul Chandra, co-founder and managing director of Helion Ventures, Wooplr’s offering is well-timed with the rapidly increasing demand for solutions in mobile commerce. “It brings together both online and offline retailers on a common platform. We believe the market will continue to see a shift towards mcommerce,” he says.