Home » ShopMy raises $18.5 million in funding for its digital content marketing platform 

ShopMy raises $18.5 million in funding for its digital content marketing platform 

Inspired Capital led the funding round with participation from AlleyCorp, Scott Belsky (Adobe’s chief strategy officer), Jennifer Fleiss (Rent the Runway co-founder), and Rand Currier (Granite co-founder and COO).

By Startup Funding News
ShopMy raises $18.5 million in funding for its digital content marketing platform.

ShopMy, an online marketing platform for content creators to connect with brands and monetize their content, announced that it raised $18.5 million in equity funding. 

Inspired Capital led the funding round with participation from AlleyCorp, Scott Belsky (Adobe’s chief strategy officer), Jennifer Fleiss (Rent the Runway co-founder), and Rand Currier (Granite co-founder and COO).

With new funds, ShopMy intends to scale its network of 40,000 content creators, including Alix Earle, the latest “It Girl” on the internet with more than 10 million followers on TikTok and Instagram. In addition to expanding its network, the new capital will go toward product development and hiring. In the near future, the company plans to accept content creators from other niches, such as maternity, fitness, wellness, and travel. ShopMy currently only works with beauty, lifestyle, and fashion influencers.

ShopMy was founded in 2020 by Harry Rein (CEO), a former Oracle software developer who founded an e-tutoring startup when attending MIT; Chris Tinsley, an MIT Sloan graduate; and Tiffany Lopinsky (COO), a Harvard graduate and food blogger. The idea for ShopMy came about while Tinsley was studying the creator economy in college. 

According to ShopMy’s website, its digital content marketing platform equips creators with the tools they need to earn from their product recommendations, like building digital storefronts, accessing a catalog of millions of products, making commissionable links, and chatting directly with companies via mobile app.

To date, creators have earned “tens of millions in commissions” on the platform, the company tells TechCrunch.

For brands, the platform is a talent discovery hub and campaign builder rolled into one. More than 1,000 companies — such as Nike, NET-A-PORTER, Chanel, Drunk Elephant, and Tatcha — have joined ShopMy’s network. 

ShopMy recently introduced “Lookbooks,” which enables brands to send gifting requests and allows creators to choose the products that fit their aesthetic. Since launching four months ago, Lookbooks has facilitated the distribution of over $2 million worth of gifted items, ShopMy touts.

ShopMy takes a commission on creator sales. The company isn’t disclosing the exact fee but says it’s “small.” Meanwhile, brands pay a subscription starting at $999. The cost increases depending on how many advanced features a brand wants.

Content marketing startups

Several startups have emerged in recent years to launch platforms that connect creators and brands. Even Instagram has embraced creator marketing, launching a marketplace tool for paid partnerships in 2022. The marketplace has attracted thousands of creators and brands, and, this past month, Instagram rolled it out to eight more countries. 

ShopMy says its direct competitors are LTK and GRIN, and its main differentiators are its unique features. For instance, a “Social Mentions” feed lets brands see all organic mentions across TikTok, YouTube, and Instagram (including expired Stories) so they can get an idea of their online presence and discover posts from new creators. 

ShopMy is further exploring integrations for other social platforms like Substack and Pinterest.

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