Influencers are turning into retailers. Now what?

"Now, a new crop of storefronts want to make it easier to shop what we see on our favourite creators' feeds by positioning them as the curators of their own online stores. As the traditional wholesale model falters, it's shaping up to be the next creator economy battleground. In the last three months, ShopMy launched direct-to-consumer (DTC) creator storefronts on its platform, which currently provide affiliate links to creators to tag their recommendations."

"Vogue parent Condé Nast announced the upcoming release of its creator storefront platform Vette, while Sephora launched My Sephora Storefront, a new creator-powered affiliate platform. A fresh wave of startups including District, Fflow and Vylit have also entered the space to help creators build the infrastructure they need to sell products directly to shoppers. By moving beyond reliance on affiliate links that redirect consumers from creators' social profiles to retailers' sites, they're promising reduced friction in the buyer journey."

"This leaves further room for creator storytelling - and, hopefully, increased sales. This push to turn influencers into their own storeowners comes as the traditional wholesale model is breaking down, with bankruptcies and consolidation across the industry. Meanwhile, the global creator economy is still growing. Goldman Sachs predicts the market will reach $500 billion by 2027, eclipsing projections for global luxury goods, which will sit at around $360 billion (per McKinsey)."

Shopping influencer recommendations frequently rely on clunky affiliate links and redirects that impede purchases. New creator storefronts enable creators to curate and sell products directly, reducing friction in the buyer journey and expanding opportunities for storytelling. Platforms launching or announced include ShopMy, Condé Nast's Vette, Sephora's My Sephora Storefront, and startups such as District, Fflow and Vylit. The move to creator-owned storefronts comes as traditional wholesale weakens amid bankruptcies and consolidation. The global creator economy continues to grow, with Goldman Sachs forecasting $500 billion by 2027 versus about $360 billion for global luxury (McKinsey).

Read at Vogue Business