Circles Turns ShopMy Into Three-Sided Marketplace

Circles matters because it lets ShopMy own shopper intent instead of renting it from Instagram, TikTok, and affiliate link clicks. Before Circles, ShopMy mainly helped creators post links and helped brands manage those creators. Now it can keep shoppers inside its own discovery loop, where people follow multiple tastemakers, save products for later, and keep generating commission long after the original post disappears.

• This changes the revenue engine. ShopMy already makes money on brand subscriptions and transaction fees, and its 2025 mix shifted closer to 50, 50 as transaction revenue accelerated with Circles and other new products. A shopper app adds more chances to earn without selling another software seat to a brand.
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• The product mechanic is concrete. A shopper builds a feed from trusted creators, saves items to wishlists, and can buy later while those items stay commissionable. In Circles, if several creators recommended the same product, commission is shared, which rewards consensus and makes the feed feel more like collaborative curation than one off affiliate links.
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• The closest precedent is LTK. LTK launched its shopping app in 2017 and now says 40M consumers shop from creators monthly and more than $5B in annual retail sales run through the platform. That shows why consumer destination traffic is strategically valuable in creator commerce, especially as TikTok Shop pushes native discovery and checkout inside its own app.
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From here, the upside is that ShopMy can turn creator recommendations into a lasting shopping graph, not just a link monetization tool. If Circles keeps pulling shoppers back directly, ShopMy can layer in sponsored discovery, better targeting, and higher frequency purchase behavior, pushing the business closer to the consumer marketplace model that has powered the biggest creator commerce platforms.