"American Eagle. Rare Beauty. The RealReal. These are some of the biggest brands that have, within the past year, launched their own Substack newsletters. They're now joined by e-commerce technology provider Shopify, which on Oct. 20 penned the first installment of its brand-new Substack newsletter, dubbed "In Stock." With a market capitalization of more than $224 billion, Shopify is also - by far - the biggest company to launch its own branded newsletter on Substack."
"By comparison, American Eagle and The RealReal have a market value of $2.80 billion and $1.37 billion, respectively. What's more, while fashion and beauty brands dominate Substack, raising questions about saturation on the platform, Shopify is the first company of its kind - an e-commerce platform - to take the plunge. Shopify's entrance is the latest sign that brands, including large, publicly traded companies, are taking Substack seriously as a marketing channel."
Shopify launched a branded Substack newsletter called "In Stock" on Oct. 20, entering a platform increasingly used by brands. With a market capitalization above $224 billion, Shopify is the largest public company to publish on Substack, compared with American Eagle ($2.80 billion) and The RealReal ($1.37 billion). Fashion and beauty brands currently dominate Substack, with publications and subscriptions in that category more than doubling year-over-year since 2022. Several brands have struggled to maintain consistent posting schedules, exemplified by multi-month hiatuses at The RealReal and American Eagle. Shopify aims to join online entrepreneurship conversations migrating to Substack.
Read at Digiday
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