ShopMy recently announced a Series B funding round of $77.5 million, led by Bessemer Venture Partners and Bain Capital Ventures, with participation from other strategic investors.
According to the Wall Street Journal, the round brought ShopMy’s valuation to approximately $410 million, up significantly from its prior valuation of around $80 million in March 2024.
What ShopMy Does
ShopMy positions itself at the intersection of influencer marketing, affiliate commerce and retail brand performance. The platform facilitates partnerships between creators and brands, turning content into measurable, commission‑based revenue. Among its features:
- “Lookbooks”: automated gifting tools that send products to creators for curated promotion.
- “Opportunities”: a performance‑budget tool that allows brands to guarantee creator content and track ROI similar to paid search.
- Network scale: 100,000+ creators, over 50,000 commissionable brands, more than 550 brands using advanced capabilities.
Strategic Implications for the Omnichannel Retail Ecosystem
For retail brands and omnichannel players — including those operating within the Walmart vendor ecosystem in Bentonville — ShopMy’s model underscores a few emerging dynamics:
- Shift from awareness to conversion: Creator marketing is increasingly being held to performance metrics, not just followers or engagement. ShopMy’s traction reflects that evolution.
- Expanded category reach: ShopMy plans to push into diverse verticals including wellness, family, hospitality and food & beverage — signalling that creator commerce is broadening beyond fashion and beauty.
- Retail‑brand advantage: Brands with omnichannel distribution can integrate creator‑driven commerce into both online and physical touchpoints, potentially enhancing discoverability, product launch response and attribution across channels.
- Data and measurement as differentiators: As brands seek better attribution for influencer spend, platforms like ShopMy that offer analytics and performance tracking become strategic partners rather than optional marketing channels.
What to Watch
- Will ShopMy’s valuation continue to expand as the creator commerce category matures?
- How will major retailers, particularly in the omnichannel space, engage with affiliate‑creator platforms as part of their merchandising strategy?
- How will measurement and attribution standards evolve to handle creator‑driven commerce across digital and physical retail channels?
