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Editorial coverage, analysis and commerce intelligence on creator commerce across global markets.

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Creator Commerce Has Quietly Become the Most Profitable Layer of Modern Retail
Creator Commerce

Creator Commerce Has Quietly Become the Most Profitable Layer of Modern Retail

From TikTok Shop to Amazon Live, the percentage of online sales attributable to creators has crossed a threshold that brand teams can no longer ignore.

Hannah Brooks · 8 min read
Creator-Led Brands Are Now Real Consumer Companies — and They Are Eating Mainstream Shelf
Creator Commerce

Creator-Led Brands Are Now Real Consumer Companies — and They Are Eating Mainstream Shelf

Feastables, Prime and a wave of creator-founded brands are taking real share in real categories. The reaction from incumbents has been slower than it should have been.

Daniel Ortiz · 7 min read
The Micro-Influencer Economy Has Quietly Become the Most Important Marketing Channel Most CMOs Underuse
Creator Commerce

The Micro-Influencer Economy Has Quietly Become the Most Important Marketing Channel Most CMOs Underuse

Brands working with creators in the 5,000–100,000 follower range are reporting performance that far outstrips the highest-priced macro placements.

Sofia Lindqvist · 7 min read
Livestream Shopping Has Finally Worked in the West — Just Not the Way Anyone Predicted
Creator Commerce

Livestream Shopping Has Finally Worked in the West — Just Not the Way Anyone Predicted

After years of underwhelming attempts to replicate Chinese livestream commerce in the U.S. and Europe, the format has found product-market fit on its own terms.

Marcus Hale · 7 min read