Mavely
Affiliate commerce platform paying creators to sell brand products via tracked links.
On the record
Checkpoint: Q4 2026 holiday season creator and GMV share versus ShopMy and LTK
The call
Mavely is growing fast inside Later, but it sells link-tracking and payouts in a business where LTK is bigger, ShopMy is growing faster, and AI is making the core task cheaper for everyone.
Mavely is a platform that lets content creators earn money by recommending products to their followers, handling over $2.4 billion in sales across 180,000 creators. The business is hard to protect because competitors like LTK already have more creators and higher sales, while Amazon offers a similar program and artificial intelligence is making the technical work (like matching products to creators) easier for anyone to copy. The key moment to watch is the holiday shopping season in late 2026, when it will become clear whether Mavely is winning new creators and sales faster than rivals ShopMy and LTK, or whether those competitors are pulling business away.
Why
01
AI pressure: LTK's AI tagging and matching tools plus generic AI link/commission tools. AI can auto-generate tracking links, tag products, and match creators to brands, cutting the manual work Mavely charges a take-rate for. Could AI do the core job? Only partly.
02
Bigger players: LTK and Amazon Influencer Program. LTK has 250K+ creators and $5B+ cumulative sales; Amazon's built-in program undercuts everyone on margin since it needs no separate platform. Could a giant copy it? Yes, easily.
03
What protects it. 180,000+ creators and 1,400+ brand relationships already plugged into Mavely's tracking and payout system, which is annoying to rebuild elsewhere.
What would change this call
Later/Mavely GMV and creator growth reported through Q4 2026 holiday season vs. prior year. shows whether the network is gaining or losing share against ShopMy and LTK.
ShopMy or LTK announce major brand-partner wins previously tied to Mavely. would indicate Mavely is losing brand or creator relationships to rivals.
Later completes or abandons acquisition talks with ShopMy or another affiliate rival. would show consolidation pace and whether Later is building category leadership.
ShopMy or LTK announce major brand-partner wins previously tied to Mavely. would indicate Mavely is losing brand or creator relationships to rivals.
Later completes or abandons acquisition talks with ShopMy or another affiliate rival. would show consolidation pace and whether Later is building category leadership.
Key numbers
- Later+Mavely $2.4B+ annualized GMV run rate
- Later paid $250M for Mavely, 5x Nu Skin's cost
- 180,000+ creators, $31M paid in 2025 commissions
Named risks
- Low-margin affiliate model with no durable technical moat against LTK, ShopMy or Amazon.
- Dependence on continued Nu Skin affiliate servicing contract post-divestiture.
- Loss of standalone identity and reporting through full integration into Later's PE roll-up.
- AI commoditizing tagging, matching, and forecasting features across all rival platforms.
- ShopMy's faster reported creator growth could erode Mavely's brand and creator base by Q4 2026.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| LTK | losing to | LTK has 250,000+ creators and $5B+ cumulative sales vs Mavely's 180,000+ creators, 2026 |
| ShopMy | gaining on | ShopMy reportedly grew creators 200%+ YoY vs Mavely's 100%+ YoY as of mid-2026 |
| Amazon Influencer Program | contesting | Amazon's retail scale poses structural low-margin threat across affiliate category, 2026 |
| CreatorIQ | contesting | Named IDC MarketScape Leader 2025-2026 in enterprise influencer management, competing for brand-side spend |
Questions people ask
- Who owns Mavely now?
- Mavely is owned by Later, Inc, a Summit Partners portfolio company, which acquired it from Nu Skin's Rhyz Inc subsidiary for approximately $250 million in a deal completed January 3, 2025. Mavely now operates as a product line inside Later rather than as a standalone company.
- Is Mavely profitable?
- No confirmed profitability figure exists. Independent analyst Rockwater estimated Mavely's 2024 net revenue at only tens of millions of dollars, based on roughly $40M in creator commissions at a 25% take rate, well below earlier market assumptions of around $200M, as of January 16, 2025.
- Who is Mavely's biggest competitor?
- LTK is the largest rival, with 250,000+ creators and over $5 billion in cumulative brand sales as of 2026, dwarfing Mavely's 180,000+ creators and $1.4B GMV run rate. ShopMy is also a fast-growing threat, reportedly growing creators 200%+ year over year.
- Could AI replace Mavely's platform?
- AI is automating link generation, tagging, and creator matching across the sector; LTK added AI product tagging in 2025-2026. Later launched its own EdgeAI predictive engine in December 2025 using a decade of Mavely's proprietary data, but core tech features are becoming table stakes industry-wide.
- Is Mavely growing or shrinking?
- Mavely reported 100%+ year over year GMV growth and grew to over 180,000 creators as of December 16, 2025, with the combined Later plus Mavely platform surpassing $2.4 billion in annualized GMV run rate, up more than $1 billion since 2024.
- How much did Later pay for Mavely?
- Later paid approximately $250 million for Mavely in a deal announced and completed January 3, 2025, combining cash and a minority equity stake in the combined entity; Nu Skin, the seller, reported roughly a 5x return on its original 2021 investment.
Timeline
- 2025-12-16Later plus Mavely surpass $2.4B annualized GMV run rate and $250M cumulative creator payouts
- 2025-12-08Mavely creators drive $58M in Black Friday Cyber Monday 2025 sales
- 2025-08-05Later launches Mavely Boosts, a real time discovery feed for elevated commissions
- 2025-02-05Mavely announces $1.4B GMV run rate and 120,000+ creators heading into 2025
- 2025-01-03Later acquires Mavely from Nu Skin's Rhyz unit for approximately $250 million
- 2024-01-30Mavely reports $300M+ 2023 GMV and $480M exit run rate, $20M+ paid to creators
- 2021-11-10Nu Skin Enterprises acquires Mavely via its Rhyz Inc subsidiary
- 2018Mavely founded in Chicago by Evan Wray, Sean O'Brien, and Peggy O'Flaherty
Revision history
23 July 2026
First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- Later Acquires Mavely for $250 Million (2025-01-03)
- Nu Skin Accelerates Social Commerce Capabilities with the Acquisition of Mavely (2021-11-10)
- Nu Skin Enterprises Announces Strategic Transaction of Mavely for $250 Million (2025-01-03)
- Mavely Drives Over $300 Million in Sales, Pays $20+ Million to Creators in 2023 (2024-01-30)
- Mavely Announces $1.4 Billion GMV Run Rate (2025-02-05)
- The Year You Turned Influence Into Income (2025-12-18)
- Mavely Creators Drive $58M in Black Friday 2025 Sales (2025-12-08)
- Later's $2.4 billion creator engine shows how fast the creator economy is growing (2025-12-16)
- Later Surpasses $2.4 Billion Annual GMV Run Rate (2025-12-16)
- Later Buys Mavely for $250M / Valuation Multiples and Deal ROI (2025-01-16)
- Mavely - Overview, News & Similar companies (2026-07-06)
- Earning with Mavely, Mavely (2026-02-12)