"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,"
"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."
Shopify launched a branded Substack newsletter called "In Stock" on Oct. 20, marking the largest public company debut on Substack with a market capitalization above $224 billion. Fashion and beauty brands have dominated Substack, and the number of publications and subscriptions in that category has more than doubled year-over-year since 2022. Many brands have struggled to maintain posting momentum, with The RealReal and American Eagle each pausing postings for extended periods. American Eagle resumed posts after appointing Tariro Makoni. Shopify's move aims to join online entrepreneurship conversations migrating to Substack.
Read at Digiday
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