"Shopify's entrance is the latest sign that brands, including large, publicly traded companies, are taking Substack seriously as a marketing channel. As Modern Retail previously reported, brands of all sizes, particularly companies in the fashion and beauty space, have flocked to Substack in the past year. Since 2022, the number of publications and subscriptions in the fashion and beauty category has more than doubled year-over-year, according to Substack."
"The RealReal, for instance, went nearly three months without posting new content between June and September before resuming in the fall. American Eagle took a similar hiatus over the summer, prompting speculation about whether the brand was abandoning the platform altogether. American Eagle resumed posting in late September after it tapped Tariro Makoni, author of the Substack "Trademarked" to take over from "After School" writer Casey Lewis."
Shopify launched a branded Substack newsletter called In Stock on Oct. 20, with a market capitalization above $224 billion, making it the largest company to publish on Substack. Fashion and beauty brands have driven platform growth, with publications and subscriptions in that category more than doubling year-over-year since 2022. Many brands struggle to sustain consistent posting: The RealReal paused nearly three months, and American Eagle took a summer hiatus before resuming after hiring Tariro Makoni. Shopify's move reflects a strategic effort to join entrepreneurship conversations that have migrated to Substack.
Read at Digiday
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