ShopMy
ShopMy runs an affiliate link platform connecting influencers to brands for shoppable content.
The call
ShopMy beat LTK on data and speed, but the next fight is against AI agents and platform storefronts that dont need a middleman.
ShopMy lets creators recommend and sell products to their followers, taking a cut from brands and creators on about $1 billion in sales per year across 185,000 creators and 1,200+ brands. The company competes directly with LTK (a bigger rival with $3-5 billion in creator sales) and increasingly with AI shopping tools built into ChatGPT and other apps that find products for you automatically, as well as TikTok Shop and Instagram's own storefronts where brands sell directly. The real question over the next few years is whether people will still want human creators picking products for them or if they will just ask an AI chatbot or browse directly on their favorite social platform instead. If ShopMy keeps growing its sales by more than 150% year over year even as these competitors launch and expand, it means people still value creator recommendations. If growth slows down significantly, it means the AI tools and platform storefronts are actually taking over.
Why
01
AI pressure: ChatGPT shopping and brand AI concierges. AI shopping agents could recommend products directly, skipping creator links and the click-through ShopMy is paid on. Could AI do the core job? Only partly.
02
Bigger players: Conde Nast Vette, TikTok Shop, Amazon and Instagram native storefronts. Platforms are building their own creator storefronts, cutting ShopMy out of the link and the commission entirely. Could a giant copy it? Yes, easily.
03
What protects it. 185,000 creators and 1,200 brands already routing links through ShopMy, plus data LTK lacked until pressured to open up.
What would change this call
Conde Nast Vette's 2026 launch and its early brand/creator sign-up numbers. Shows whether a native curated storefront can pull brands and creators away from ShopMy.
ShopMy's GMV or revenue growth rate reported in 2026 versus the 200% YoY cited for 2025. Deceleration would indicate AI shopping tools or platform storefronts are eating into growth.
Whether TikTok Shop or Instagram tighten link/affiliate policies affecting outbound creator traffic. Would show platform dependency risk materializing for ShopMy's traffic and conversion.
ShopMy's GMV or revenue growth rate reported in 2026 versus the 200% YoY cited for 2025. Deceleration would indicate AI shopping tools or platform storefronts are eating into growth.
Whether TikTok Shop or Instagram tighten link/affiliate policies affecting outbound creator traffic. Would show platform dependency risk materializing for ShopMy's traffic and conversion.
Key numbers
- $1B annual GMV, up from $352M in Jan 2025
- $70M raised at $1.5B valuation
- 200% YoY revenue growth, profitable since 2024
Named risks
- AI shopping assistants disintermediating human-curated product discovery, ShopMy's core value prop.
- New entrants Conde Nast Vette and native retailer storefronts launching 2026 could pull creators and brands away.
- Creators multi-home across LTK, ShopMy, and Amazon with low switching costs, weakening lock-in.
- Rising FTC Endorsement Guide class actions against influencer marketing could extend liability to platforms.
- Heavy dependency on Instagram and TikTok traffic exposes ShopMy to algorithm or policy changes.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| LTK | contesting | ShopMy pressure forced LTK to open proprietary creator data, per Puck report dated 2026-01-21 |
| Conde Nast Vette | gaining on | New creator e-commerce platform slated to launch in 2026, direct category entrant |
| Amazon, Target, Ulta native storefronts | gaining on | Retailers expanding native creator storefronts, per Sacra analysis, late 2025 |
| TikTok Shop and Meta creator tools | contesting | Platform-native affiliate and shoppable content tools compete for creator traffic since 2022 |
| AI shopping assistants (ChatGPT) | gaining on | ShopMy launched Noir on 2026-04-23 explicitly as a human alternative to AI shopping agents |
Questions people ask
- Is ShopMy profitable in 2025?
- Yes. ShopMy has been profitable since 2024 and reported 200% year over year revenue growth in 2025, per company statements cited in a Hello Partner report dated October 28, 2025, alongside its $70M Series C raise at a $1.5B valuation.
- Who is ShopMy's biggest competitor?
- LTK (formerly RewardStyle/LIKEtoKNOW.it), founded 2011 with reported $3-5B+ annual creator sales, is ShopMy's main rival. A Puck report from January 21, 2026 says competitive pressure from ShopMy forced LTK to open previously proprietary creator data.
- How much funding has ShopMy raised total?
- Across four disclosed rounds ShopMy raised roughly $174M: $8M (Nov 2022 rebrand round), $18.5M Series A (March 2024), $77.5M Series B (January 2025), and $70M at a $1.5B valuation (October 2025) led by Avenir.
- Could AI shopping assistants replace ShopMy?
- ShopMy is directly exposed: its core product-discovery function competes with AI shopping agents like ChatGPT shopping. In response it launched Noir in April 2026, a human-curated concierge service explicitly positioned as an alternative to AI shopping assistants.
- Is ShopMy growing fast?
- Yes. Platform GMV hit over $1 billion annually as of October 2025, up from $352 million in January 2025, according to a Crowdfund Insider report dated October 27, 2025, alongside 185,000+ creators and 1,200+ brand partners.
- What is ShopMy's valuation?
- ShopMy was valued at $1.5 billion after raising $70M in a round led by Avenir with Bain Capital Ventures, Bessemer, and Menlo Ventures participating, announced October 22, 2025, per PR Newswire.
Timeline
- 2026-06-24Launched Spotlights: brands pay Meta ad spend behind creator content with locked commission
- 2026-04-23Launched Noir, human-curated concierge positioned against AI shopping agents
- 2026-01-21Puck reports ShopMy pressure forced LTK to open proprietary creator data
- 2025-11-18Launched standalone Shopper App for mobile discovery
- 2025-10-22Raised $70M Series C at $1.5B valuation led by Avenir
- 2025-07-30Launched Circles shopping platform with AI-powered storefront search
- 2025-03-12Launched Opportunities, guaranteed creator coverage for paid campaigns
- 2025-01-24Raised $77.5M Series B led by Bessemer and Bain Capital Ventures
- 2024-03-14Raised $18.5M Series A led by Inspired Capital
- 2022-11-15Raised $8M, rebranded from ShopMy Shelf to ShopMy
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
- ShopMy Shelf Closes $8M in Series A Funding and Rebrands to ShopMy (2022-11-15)
- ShopMy lands $18.5M to help influencers earn more money from promoting products (2024-03-14)
- Creator Marketing Platform ShopMy Raises $77.5M (2025-01-24)
- ShopMy Raises $70M at $1.5 Billion Valuation (2025-10-22)
- Revenue, Competitors, Alternatives
- ShopMy Raises $70M to Scale Creator-Driven Commerce at $1.5B Valuation (2025-10-28)
- $89.4M ARR, $268.2M Valuation (2025-09-17)
- ShopMy Raises $70M At $1.5B Valuation (2025-10-27)
- ShopMy Pricing & Review 2026 (2026-07-09)
- ShopMy Careers, Perks + Culture
- Guaranteed Creator Coverage with Total Creative Freedom (2025-03-12)
- A Personalized Destination Built by the Creators You Trust (2025-07-30)