"As retail chains scaled, the focus shifted to shelf space. The brands that occupied the most shelf space inside the store gained an immediate advantage. When shopping moved online, the fight shifted from real estate to clicks and traffic. Social commerce has fundamentally transformed the way people shop. Discovery and checkout are merging into a single cycle, creating both opportunities and chaos, which is precisely why brands need their own creator infrastructure."
"The next phase is the rise of dedicated creator storefronts. Instead of sending traffic off-platform, creators now host the shelf themselves, operating as merchants rather than affiliates. Sephora and Condé Nast Launch Creator Storefronts Sephora announces new dedicated creator storefronts powered by partner, Anchor by Motom Last week, Sephora unveiled My Sephora, which provides creators with their own shoppable storefronts within the retailer's commerce ecosystem. Condé Nast introduced Vette, a platform that leverages Vogue's editorial authority to create creator-led storefronts, providing the media company with a foothold in the commerce space. Motom's Track Record: Macy's, Bloomingdale's, and American Eagle Sephora partnered with Motom, the company co-founded by Wendy Wildfeuer, Matt Diamond, and Tim Trevathan, to power its storefront strategy"
Retail strategy evolved from prioritizing physical location to dominating shelf space, then to winning clicks and traffic online. Social commerce now merges discovery and checkout into a single cycle, creating opportunities and chaotic competition. Brands need creator infrastructure to manage that convergence and maintain customer attention. The next phase features dedicated creator storefronts where creators operate as merchants hosting the shelf rather than sending traffic off-platform. Major companies are adopting the model: Sephora launched My Sephora creator storefronts, Condé Nast introduced Vette leveraging Vogue's authority, and Sephora partnered with Motom, which has worked with Macy's, Bloomingdale's, and American Eagle.
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