NEW YORK, January 24, 2025 — ShopMy today announced a $77.5 million Series B co-led by Bessemer Venture Partners and Bain Capital Ventures. The creator-marketing platform will use the financing to expand into additional advertising categories, develop performance tools and support more structured collaboration among brands and creators.

Menlo Ventures joined the round alongside existing investors Inspired Capital and AlleyCorp. ShopMy positions creator partnerships as a measurable commerce channel: brands can identify collaborators, provide products or paid opportunities, track attributable activity and manage payments in one operating environment.

A $77.5 million round backs performance-first creator marketing

Creator campaigns have traditionally mixed brand awareness, product seeding and affiliate sales across separate tools. That fragmentation can make costs visible while leaving incremental sales and long-term customer value uncertain. ShopMy is building infrastructure intended to connect campaign inputs with commerce outcomes.

The Series B supports product and market expansion. Funding is not itself evidence that every creator placement is profitable. The platform's value depends on clean attribution, appropriate comparisons, fraud controls and whether brands can repeat successful programmes without eroding authenticity.

Unbranded beauty, fashion and home products are captured by a camera and blank phone while blank content cards pass through transparent attribution gates toward parcels, payout tokens and reconciliation
The studio shows the physical product, content, attribution, order and payout stages separately rather than reducing creator marketing to a follower count.

Capabilities supported by the platform

  • creator discovery using audience, category and performance signals;
  • product gifting and organised campaign opportunities;
  • affiliate links and attribution of eligible sales;
  • budget, payout and collaboration administration;
  • reporting that connects activity with measurable outcomes.

ShopMy reports $352 million in platform sales

The company said brands and creators had generated more than $352 million in sales through the platform and cited an average return on investment of 5x for brands. These are company-reported operating indicators. Attributed merchandise sales are not ShopMy revenue, and an average does not describe the result of every campaign.

Brands evaluating performance need a defined attribution window, treatment of returns and cancellations, and a suitable baseline. A purchase after a creator interaction may also reflect other advertising or existing demand. Transparent rules make the metric more useful for both sides.

Gifting and paid opportunities solve different problems

Product gifting can help a creator discover an item without guaranteeing coverage. Paid opportunities can secure agreed deliverables and timing, but require briefs, disclosure and budget control. ShopMy's tools are intended to let brands choose the model that matches a campaign rather than treating every relationship alike.

The company says its Lookbooks can reduce product waste by allowing creators to select relevant items. Its Opportunities feature allocates performance budgets and guarantees coverage under defined terms. Execution still depends on inventory, shipping, content quality and an audience's trust.

Expansion beyond beauty changes the operating model

Beauty and fashion products are natural fits for creator-led discovery, but categories such as home, travel or services have different purchase cycles and evidence needs. Higher-priced products may take longer to convert. Regulated categories can impose stricter claims and disclosure requirements.

ShopMy will use the round to adapt discovery, measurement and collaboration tools to those differences. Expansion should preserve category expertise instead of applying one engagement formula to every advertiser.

Performance needs trust and disclosure

A measurable system does not remove the human basis of creator commerce. Audiences respond to useful judgment and credible taste. Excessive optimisation can weaken that relationship if every recommendation appears interchangeable or driven only by payout.

Brands and creators need clear sponsorship disclosure, authentic selection and controls against fabricated engagement or self-referral. The platform can organise data and payments, while participants remain responsible for lawful, accurate communication.

The round funds a broader commerce layer

Bessemer and Bain Capital Ventures are backing ShopMy's effort to turn scattered creator programmes into repeatable business operations. The company must now show that measurement works across more brands, creators and categories without adding excessive administrative burden.

Success will be visible in retained brand spending, durable creator earnings, attributable incremental sales and efficient fulfilment—not in the financing headline alone.

About ShopMy

ShopMy provides creator-commerce infrastructure for brands and curators, including discovery, gifting, affiliate tools, performance tracking and payments.

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ShopMy
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Website: https://shopmy.us/
Announcement URL: https://shopmy.us/blog/post/shopmy-raises-$77.5m-to-pioneer-performance-first-approach