Conde Nast to launch new creator shopping platform, Vette

"People shop from people - that's the guiding principle behind Vette, a new shopping platform for creator-led storefronts launching in early 2026 from Condé Nast. The problem Vette aims to solve is that right now, shopping the recommendations of the people we follow isn't easy. Typically, social media creators use affiliate links to send followers to shop on brand and retailer sites."

"Vette gives them the capabilities to build their own e-commerce sites using a marketplace model, meaning customers will shop the creators' sites directly, and brands will drop ship orders. Checkout will be handled by Vette. Think of the creator - a personality with an entrepreneurial mindset, like a former editor or influencer - as the curator of their own boutique, where they can sell favourite items from fashion and adjacent categories, without inventory overhead or full-fledged operating teams."

Vette is a creator-led shopping platform launching in early 2026 from Condé Nast that enables creators to build e-commerce storefronts using a marketplace model. Customers will shop directly on creators' sites while brands drop-ship orders and Vette handles checkout. The platform aims to remove friction from affiliate links and streamline purchasing of social media recommendations. Creators can curate boutiques selling favourite items across fashion and adjacent categories without inventory overhead or large operating teams. Lisa Aiken, Condé Nast's SVP of commerce and Vogue's executive fashion director, is leading Vette after years in retail buying. Commerce revenues at Condé Nast have grown about 200% in five years.

Read at Vogue Business