WillItSurvive
Creator economy and media tech · Estonia

Modash

modash.io ↗

Modash finds and analyzes social media influencers for brands, especially Shopify sellers.

Losing its protection
Assessed 23 July 2026 · Evidence as of 23 July 2026
The structural protection is eroding.
On the recordSince 23 July 2026 · Checkable from 2026-2027 · Every call on the record Checkpoint: Evidence of Shopify Collabs moving upmarket or Modash publishing audited retention data
The call

Modash survives on Shopify workflow glue, not on a database that AI search tools and Shopify's own free product can't easily replicate.

Modash is a tool that lets Shopify store owners search for social media creators to work with and manage payments to them. The main problem is that finding creators by searching their public profiles online is something artificial intelligence can do just as well, and Shopify already offers a free creator tool called Collabs built right into its platform, so stores may not need to pay for Modash. The one thing that could save it is if Modash becomes the place where Shopify sellers actually handle all their creator payments, contracts, and compliance rules, making it too tangled to switch away from. Right now it is not clear if that will happen.

Why
01
AI pressure: AI-native discovery tools like Dreamwell and generative search agents. Searching public creator profiles is a sifting task AI does natively, which erodes the value of Modash's database. Could AI do the core job? Yes, likely.
02
Bigger players: Shopify Collabs. Shopify offers a free, native creator discovery and payment tool, squeezing Modash's core small-merchant wedge. Could a giant copy it? Yes, easily.
03
What protects it. Payments, gifting, and CRM workflows baked into Shopify stores make ripping Modash out a hassle, if that depth holds.
What would change this call
Shopify expands Collabs features upmarket toward analytics, payments, or CRM within a year. Would show Shopify closing the gap that lets Modash charge for its layer on top.
Modash publishes or leaks audited revenue/net-revenue-retention figures. Would confirm whether payments/CRM lock-in is real or discovery remains commodity-priced.
Instagram, TikTok, or YouTube tighten API/scraping policies affecting third-party discovery tools. Would show whether Modash's data supply and core database are at risk.
Key numbers
  • $12M Series A led by henQ (Oct 2024)
  • Revenue estimates range $3.1M to $11.9M (2022-2026)
  • 350-380M profiles across Instagram, TikTok, YouTube (2026)
Named risks
  • Core database relies on scraping public social data, exposed to platform ToS/API policy changes. Severity: high
  • AI-native discovery tools commoditize the manual search workflow Modash monetizes. Severity: high
  • Free Shopify Collabs squeezes Modash's smaller-merchant segment from below. Severity: medium
  • No audited revenue or headcount figures; third-party estimates diverge wildly ($3.1M to $11.9M revenue). Severity: medium
  • Promoty acquisition (Jan 2025) integration success not independently verified. Severity: medium
Rivals, as read in July 2026
RivalDirectionEvidence
Shopify Collabslosing toFree, native tool competes for smaller merchants directly within Shopify (as of 2026-05-19)
CreatorIQcontestingPositioned as enterprise incumbent with Disney, Coca-Cola, Lululemon logos (vendor-claimed, 2026-05-04)
HypeAuditorgaining onCovers 5 social networks vs Modash's 3 as of 2026-06-25 (vendor-authored comparison)
Influencer Herogaining onClaims 450M+ profiles across 8 platforms vs Modash's 350-380M across 3 (2026-06-29)
GRIN and UpfluencecontestingCited repeatedly as leaders for ecommerce/Shopify-native affiliate-heavy creator programs
Questions people ask
Is Modash profitable in 2026?
No audited figures are public. Third-party estimates range from about $3.1M to $11.9M in annual revenue across different years, and Modash raised a $12M Series A in October 2024, suggesting it is still growth-funded rather than confirmed profitable.
Who owns Modash?
Modash OÜ is a privately held, venture-backed Estonian company founded in Tallinn around 2018 by CEO Avery Schrader and CTO Hendry Sadrak. It is not publicly traded; its Series A (Oct 2024) was led by henQ with Icebreaker and Change Ventures.
Could AI replace Modash's influencer discovery tool?
Modash's core product is searching public creator profiles, exactly the workflow generative AI commoditizes. Modash itself shipped an 'AI Search' natural-language and image-based discovery feature by mid-2026 partly to defend against this, using the same non-exclusive public data as rivals.
Who is Modash's biggest competitor?
Shopify's free, built-in Collabs tool is the most structural threat since it targets the same smaller-merchant base natively and for free (as of May 2026). Among paid rivals, CreatorIQ is positioned as the enterprise incumbent, used by brands like Disney and Coca-Cola (vendor-claimed, May 2026).
How much funding has Modash raised?
Modash raised a $12M (about €11M) Series A in October 2024 led by Dutch VC henQ, with Icebreaker and Change Ventures participating, per TechCrunch. Earlier, in 2019, it had raised roughly $220,000 from Icebreaker VC and angels.
Did Modash acquire any companies?
Yes. In January 2025, Modash acquired fellow Estonian startup Promoty, a Nordic/Baltic influencer CRM tool with clients including Lyko, Freeletics, and Samsung, to add creator-relationship-management workflow to its platform.
Timeline
  • 2026-06-25Modash's AI Search (natural language, image-based discovery) live across platform and Discovery API
  • 2025-01-21Modash acquires Estonian rival Promoty, adding CRM workflow and Nordic/Baltic clients
  • 2024-10-30Modash raises $12M Series A led by henQ, with Icebreaker and Change Ventures
  • 2019-11-17Icebreaker VC backs Modash, cumulative funding passes $220,000
  • 2018Modash founded in Tallinn, Estonia (per EU-Startups; some sources say 2019)
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
Captiv8Epidemic SoundShareChat
More in Creator economy and media tech →
Sources