Sacra estimates that ShopMy generated $80M in revenue in 2025, up 196% from $27M in 2024. The company's growth trajectory has been explosive, scaling from $4M in 2023 to its current run rate through a combination of subscription fees and transaction-based revenue streams.

ShopMy operates a dual revenue model where brand subscriptions historically represented 65% of revenue in 2024, with the remaining 35% coming from transaction fees on affiliate link GMV. By 2025, this mix has shifted closer to 50/50 as transaction-based revenue streams accelerated with the launch of new products and the consumer-facing Circles shopping app.

The company facilitates over $1B in annual GMV across its platform, serving 200,000 creators and 1,200 brand partners. Revenue per direct brand customer has grown dramatically from $16,000 annually in 2023 to an estimated $67,000 in 2025, demonstrating improving unit economics as brands increase their platform engagement through multiple product offerings.

Within the transaction revenue mix, affiliate link sales likely account for 60-70% of the volume, supported by 50,000 commissionable partner brands accessible through third-party affiliate networks like ShareASale, Impact, and Rakuten. This creates a long tail of monetizable inventory that compounds as creator content generates permanent, non-expiring affiliate links.

ShopMy raised $77.5M in a Series B round in January 2025 led by Bessemer Venture Partners and Bain Capital Ventures. The company reached profitability in 2024.

The company previously raised an $18.5M round in March 2024 led by Inspired Capital, with participation from AlleyCorp. Earlier funding included an $8M Series A in November 2022 and a $1M seed round in 2020, with early investors including Rand Currier and Justin Kan.

ShopMy has raised approximately $105M in total funding across these rounds.

ShopMy functions as a comprehensive operating system for creator commerce that bridges the gap between social media influence and measurable sales performance. Creators build digital storefronts by dragging products into their ShopMy shops, with the platform automatically generating smart affiliate links that localize pricing, update inventory availability, and track attribution across channels.

The creator workflow centers around three core tools. First, creators use browser extensions or mobile apps to convert any product URL into a ShopMy affiliate link through the Snapshop feature, or implement auto-linking scripts that monetize every outbound product link on their websites. Second, they access a unified dashboard showing commission rates at the SKU level, so they can see that one lipstick shade pays 20% while others pay 10%. Third, they receive weekly payouts via Stripe or PayPal while ShopMy handles reconciliation with thousands of merchant programs.

On the brand side, ShopMy provides discovery tools that let companies filter 200,000 vetted creators by category, average order value, and past return on ad spend. Brands can then engage creators through three primary mechanisms: Lookbooks for automated gifting that syncs with Shopify inventory and places $0 orders automatically, Opportunities for performance-bonused campaigns where creators earn flat fees for specific actions, and direct affiliate partnerships with enhanced commission structures.

The platform's tier system gamifies creator advancement from Ambassador to Trendsetter to Icon based on activity, traffic, and sales performance. Higher tiers unlock better commission rates, priority placement in brand discovery algorithms, and early access to gifting opportunities.

ShopMy's newest product, Circles, transforms the platform from a B2B2C tool into a three-sided marketplace by adding a consumer-facing shopping app. Shoppers can browse creator recommendations, build multi-creator feeds called Circles, and generate AI-powered taste profiles, with saved items remaining commissionable indefinitely to extend revenue beyond the moment of posting.

ShopMy operates a multi-sided marketplace connecting creators, brands, and consumers through five distinct revenue streams with different margin profiles and scalability dynamics. The company monetizes both subscription fees from brand partners and transaction fees across various commerce activities.

Brand partners pay monthly subscriptions ranging from $399 for entry-level affiliate access to over $2,799 for full platform access including analytics, discovery tools, and campaign management. These 1,200 direct subscribers generate predictable recurring revenue while accessing ShopMy's creator network and performance tracking capabilities.

Transaction-based revenue comes from multiple sources with different take rates. ShopMy charges up to 2.9% of GMV on affiliate sales from direct brand partners, while subaffiliate sales through third-party networks like Rakuten and Commission Junction carry slightly higher rates around 3.9% to account for network fees. Lookbooks gifting generates facilitation fees based on the notional GMV of products sent to creators, while Opportunities campaigns charge brands a 15% platform fee on total campaign budgets deposited.

The dual-layer brand model creates network effects where 70% of brands onboard their own creators and 20% of brand leads come from creator referrals. This flywheel means growth on one side immediately drives growth on the other, compounding the platform's value proposition for both constituencies.

ShopMy benefits from favorable cash flow timing similar to media buyers, as campaign budgets and affiliate balances land in the company's accounts before being disbursed to creators. The transaction-heavy revenue mix also means that volume-building initiatives like the Circles consumer app become extremely high-leverage, generating immediate revenue without requiring new brand subscriptions.

LTK remains the largest incumbent with 150,000+ creators and $6B in annual sales, but the company is cutting staff while transitioning to a free self-serve brand product and relaunched consumer app. ShopMy has differentiated through superior analytics transparency, automated gifting workflows, and premium positioning that attracts higher-quality creators and brands willing to pay premium rates.

Collective Voice recently announced a full wind-down in December 2025 after operating 140,000 creators, creating an opportunity for ShopMy to absorb market share from displaced mid-tier creators. The competitive landscape also includes live-commerce platforms like Whatnot, which focuses on auction-based selling for collectibles and fashion with 8-10% platform fees.

Major retailers are building owned creator programs to capture margins and traffic that previously flowed through third-party affiliate networks. Sephora launched My Sephora Storefront in October 2025 with 15% commissions matching ShopMy's rates but keeping checkout on Sephora.com, directly competing for beauty creator GMV.

Condé Nast announced Vette, a creator e-commerce platform launching in 2026, while Amazon, Target, and Ulta have expanded their own influencer storefronts. These moves validate the category while increasing pressure on ShopMy to maintain product differentiation and network effects as retailers attempt to disintermediate affiliate platforms.

TikTok Shop represents the most significant structural threat by collapsing content creation, discovery, and checkout into a single algorithmic feed. The platform's integration with TikTok's recommendation engine and native checkout creates friction-free purchasing that bypasses traditional affiliate link workflows.

Google and emerging AI shopping assistants also threaten creator-led discovery by providing algorithmic product recommendations based on search queries rather than influencer curation. ShopMy's Circles consumer app partially addresses this risk by creating a destination for curated shopping that doesn't depend on social platform algorithms.

ShopMy is expanding beyond basic affiliate links into workflow automation that replaces manual brand-creator collaboration processes. Lookbooks drove over $10M in gifting volume within six months by automating product distribution through Shopify integration, while Opportunities generated $3.86M in creator payouts with brands reporting 3.3x return on ad spend and 53% lower cost-per-click than Instagram ads.

The company's acquisition of Thingtesting in August 2025 adds verified review capabilities that could unlock new revenue streams around trust and social proof. Future products could include UGC licensing, live shopping tools, and creator consulting services that monetize the platform's data on creator-brand performance matching.

AI-powered features like taste profiling and the mobile app beta create opportunities for promoted placements, sponsored discovery, and data licensing similar to LTK's in-app monetization. These additions would diversify revenue beyond pure transaction fees while leveraging ShopMy's unique dataset on creator commerce performance.

ShopMy is aggressively expanding beyond its fashion and beauty core into wellness, family, food and beverage, hospitality, sports, and fitness categories. This vertical expansion could multiply addressable TAM by 3-5x since fashion and beauty represent only a fraction of consumer commerce where creator recommendations drive purchases.

The creator base has grown from 40,000 in 2023 to 200,000 in 2025, with active recruitment of nano-influencers and professional service creators like dermatologists, chefs, and trainers. Expanding into expertise-driven verticals widens shopper demographics and unlocks brand budgets from CPG, supplements, and travel companies that historically relied on traditional advertising.

Category expansion also addresses the platform's current skew toward female-dominated shopping categories by adding male-focused verticals like sports, fitness, and technology. This demographic broadening could significantly increase the platform's total addressable audience and creator earning potential.

International expansion is accelerating through partnerships with regional affiliate networks, including Commission Factory for APAC markets and Awin for European operations. ShopMy opened a UK office in August 2025 and is leveraging existing Stripe and Shopify infrastructure to enable creator participation in markets where those services operate.

The company faces a maturity gap where European and APAC influencer ecosystems lag the US in creator professionalization and brand comfort with performance-based marketing. However, the strategy of embedding into existing regional affiliate infrastructure allows expansion without building direct payment and compliance systems in each market.

Cross-border capability could enlarge TAM by approximately 25% of global premium retail spend as US creators sell internationally and international brands access US tastemakers. The international strategy also provides diversification against potential regulatory or platform risks in the domestic market.

Platform dependency: ShopMy's creator network relies heavily on Instagram and TikTok for traffic generation, making the company vulnerable to algorithm changes, policy shifts, or the platforms' own commerce initiatives like TikTok Shop. If social platforms restrict external affiliate links or prioritize native shopping features, ShopMy's traffic and conversion rates could decline significantly.

Quality dilution: The company's rapid creator recruitment from 40,000 to 200,000 members creates tension with its premium positioning based on curation and taste. If aggressive scaling degrades the median creator experience or floods brands with low-quality partnerships, ShopMy risks collapsing toward generic affiliate network economics where differentiation evaporates and brands revert to optimizing for pure reach rather than authentic recommendations.

Luxury market limitations: ShopMy's volume-driven, micro-influencer heavy model struggles in high average order value categories like luxury goods and home furnishings where purchase decisions require deeper trust and longer consideration cycles. The platform's recommendation engine and gifting mechanics are optimized for impulse purchases under $200, potentially limiting expansion into higher-margin product categories that drive significant consumer spending.