What ShopMy does

ShopMy (legal name: Shop My Shelf, Inc.) is a New York-based curated commerce infrastructure company founded in 2020 that connects premium consumer brands with a curated network of 250,000+ creators and tastemakers. The platform is structured as a three-sided marketplace serving creators/tastemakers, premium brands, and end shoppers. The creator-side stack consists of Digital Shops (personalized storefronts), Affiliate Links (professional affiliate infrastructure with full attribution), and Brand Partnerships (direct access to premium brands). The brand-side stack provides Discover (access to tastemaker network), Engage (gifting and affiliate activation filtered by taste profiles rather than follower counts), Track (performance and ROI analytics built for lasting brand building), and Amplify (word-of-mouth infrastructure positioned as a replacement for paid advertising). The consumer surface, relaunched in July 2025, organizes discovery via Shop By Curator, Shop By Circle, Shop By Brand, Shop By Category, and My Circles, with a Taste Profile personalization feature and the Noir 1:1 text-based human concierge on mobile.

ShopMy generates revenue through marketplace commissions and transaction fees on more than $1 billion in annual platform GMV, affiliate commissions on attributed creator-driven sales, and performance-marketing services paid by brands to access, activate, and measure tastemaker campaigns. Pricing is not publicly disclosed; creators and brands apply via self-serve onboarding flows. Distribution occurs through the shopmy.us web platform, the iOS mobile app (which hosts Noir), and direct sales to enterprise brand accounts. The company has raised $166 million across disclosed equity rounds, achieving a $1.5 billion unicorn valuation in October 2025 led by Avenir, and reports profitability since 2024 with 200% revenue growth over the prior 12 months. As of October 2025, the platform serves 1,200+ premium brands including J. Crew, Tory Burch, Tuckernuck, Veronica Beard, Jenni Kayne, and CurrentBody, and operates in 130+ countries.

Name

ShopMy

Legal name

Shop My Shelf, Inc.

Website

https://shopmy.us

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

ShopMy is a curated commerce platform connecting 1,200+ premium brands with 250,000+ creators and tastemakers, powering $1B+ in annually tracked attributed sales through digital shops, affiliate links, and performance-based brand partnerships.

Ownership category

akta.pro rank

Product category

Creator Commerce Platform

akta.pro primary industry

Creator Commerce & Merch Platforms (Shops, Drops, Print-on-Demand) (MPACABAG)

akta.pro secondary industry

Social Commerce Enablement (Shops, Catalog, Checkout, Link-in-bio) (CRAFANAJ)

Keywords

• Creator affiliate platform
• Curated commerce marketplace
• Influencer marketing platform
• Premium brand partnerships
• Affiliate link tracking

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate Commissions: Revenue is generated through affiliate marketing infrastructure that turns creator recommendations into trackable sales for premium brands, with creators earning commissions on attributed purchases.
2. Brand Partnerships & Performance Marketing Services: Brands pay for performance-driven access to the curated network of 250,000+ tastemakers, with engagement, tracking, and amplification modules functioning as a performance marketing channel.
3. Curated Commerce Marketplace / Take Rate: Marketplace activity generated over $1 billion in annual platform sales through digital shops, brand storefronts, and affiliate links, generating transaction-based revenue.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

ShopMy operates a curated commerce infrastructure platform that connects premium brands with a network of 250,000+ creators and tastemakers. The platform provides creators with Digital Shops, Affiliate Links with full attribution, and Brand Partnerships tools to monetize their recommendations. Brands access Discover, Engage, Track, and Amplify modules to run performance-driven marketing campaigns, while shoppers discover products through curated experiences including Shop By Curator, Shop By Circle, Taste Profile personalization, and the Noir 1:1 text-based human concierge on mobile.

Product overview

ShopMy operates a single, unified curated-commerce platform built on three interconnected sides — creators, brands, and shoppers — rather than a collection of disconnected products. The creator-side modules (Digital Shops for personalized storefronts, Affiliate Links for tracked monetization, and Brand Partnerships for direct collaborations) feed content and attribution into the platform's infrastructure, which the brand-side modules (Discover, Engage, Track, and Amplify) use to identify tastemakers, run gifting and affiliate programs, and measure performance ROI. The consumer-facing surface (launched in July 2025) surfaces this creator-curated inventory through shopper experiences — Shop By Curator, Shop By Circle, Shop By Brand, Shop By Category, My Circles, and the AI-driven Taste Profile — with Noir providing a 1:1 text-based human concierge on mobile. Together these modules function as ShopMy's "brand operating system" for premium, taste-driven commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Noir: A 1:1 text-based concierge offering personalized recommendations from a real human, accessible via the ShopMy mobile app.

Products and services

• Digital Shops Personalized storefronts for creators where their curation meets commerce, providing a simplified and premium shopping experience for their audience. Creators use Digital Shops to showcase curated product selections.
• Affiliate Links Professional affiliate infrastructure that turns creator recommendations into lasting revenue with full attribution, premium brand access, and more revenue potential than prior-generation affiliate tools. Designed for creators seeking to monetize their recommendations.
• Brand Partnerships Direct access product that connects creators with premium brands seeking authentic tastemakers, enabling creators to build lasting partnerships around products they already love.
• Discover Brand-side product providing access to ShopMy's curated network of 250,000+ tastemakers who drive measurable sales, positioned as an alternative to engagement-only metrics for premium brands.
• Engage Product for brands to find and engage premium tastemakers through performance data and taste profiles rather than follower counts or algorithmic signals. Includes gifting and affiliate program capabilities.
• Track Performance and ROI tracking infrastructure built for lasting brand building, providing brands real performance measurement beyond campaign-level reporting on creator-driven sales.
• Amplify Word-of-mouth infrastructure product that enables brands to scale through authentic creator recommendations, positioned as a replacement for traditional paid advertising.
• ShopMy Consumer Shopping Platform Personalized consumer-facing shopping destination built around trusted curators, featuring consumer profiles, follows, likes, Shop By Curator, Shop By Circle, Shop By Brand, Shop By Category, My Circles, and Taste Profile personalization.
• Noir A 1:1 text-based concierge offering personalized recommendations from a real human, available via the ShopMy mobile experience. Premium mobile-only feature.
• ShopMy iOS Mobile App Native iOS application delivering the ShopMy shopping platform to consumers on mobile devices via the Apple App Store, with first access to features like Noir.

Quantifiable outcome

• 200% revenue growth over the prior 12 months as of October 2025
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature8 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LTK (formerly rewardStyle): LTK is the closest direct competitor: a creator-to-brand affiliate commerce platform connecting influencers with retail brands through trackable links, shoppable content, and brand partnerships. Same business model (affiliate commissions + brand performance fees), same creator and premium-brand customer base, and the same core product (digital storefronts + attribution).
• ShopStyle (by Popsugar): ShopStyle is a creator-driven shopping and affiliate platform focused on fashion, beauty, and lifestyle — historically a direct competitor to rewardStyle/LTK and ShopMy. Comparable on the affiliate revenue model and premium-shopping audience, though smaller and less creator-branded than ShopMy's curated tastemaker positioning.
• LTK Creators (formerly known collectively with rewardStyle): Already covered via the LTK parent — included here to flag that LTK's creator app and creator-program side are head-to-head with ShopMy's creator-side Digital Shops and Affiliate Links modules.

Broad incumbents

• Awin: Awin is a global affiliate marketing network offering brands trackable performance partnerships with publishers and influencers. Overlaps with ShopMy's affiliate-links and brand-partnerships modules but operates across a much broader publisher base rather than focusing on premium tastemaker curation.
• Impact: Impact is a partnership management platform spanning affiliate, influencer, and B2B programs for enterprise brands. Comparable to ShopMy's Track, Engage, and Amplify modules but serves a broader marketing-partnership use case beyond premium creator commerce.
• Amazon Influencer Program: Amazon's Influencer Program lets creators monetize recommendations via trackable on-Amazon storefronts — a direct functional analog to ShopMy's Digital Shops but anchored to Amazon's catalog rather than premium multi-brand curation.
• TikTok Shop: TikTok Shop is a first-party social commerce layer on TikTok with creator-driven storefronts, affiliate links, and tracked purchases. Competes with ShopMy for the same creator monetization use case but inside a single social platform with different creator economics.
• Instagram (Meta) Shopping: Meta's Instagram Shopping and creator commerce features enable brands and creators to drive sales natively on the platform. A broad incumbent that competes with ShopMy for the consumer discovery moment and brand ad budget, though it lacks ShopMy's premium-tastemaker curation model.

Emerging players

• MagicLinks: MagicLinks is a creator-commerce platform focused on sustainable and wellness brands, offering affiliate links and brand partnerships to influencers. Narrower vertical focus and smaller scale than ShopMy, but a similar business model and a credible emerging competitor in the social-commerce space.
• Bazaarvoice: Bazaarvoice is an enterprise content and influencer marketing platform that helps brands run creator campaigns with measurement. Adjacent to ShopMy's Track and Amplify modules for brands, though historically more focused on ratings/reviews and retail syndication than premium creator commerce.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shopmyshelf
• LinkedInlinkedin.com/company/shop-my-shelf

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ShopMy