Shopmy

ShopMy, legally Shop My Shelf, Inc., operates a creator commerce platform that connects premium brands, content creators (which it calls curators or tastemakers) and consumers. Creators build customizable storefronts that aggregate shoppable recommendations, collections, gift guides and social posts drawn from a catalog spanning millions of products and, per the company, 47,000+ brands; links are commissionable and attribution persists so past content can continue to earn. Tools include a drag-and-drop catalog, URL pasting from retailer sites, and a browser extension called Snapshop [2].

On the brand side, ShopMy sells infrastructure for word-of-mouth marketing: a creator database, affiliate tools, direct connection to talent, social listening, performance and ROI data, automated gifting and product seeding, campaign management and talent payment, plus commission and monthly bonus programs ("Opportunities") to incentivize creators. The company positions itself for premium and luxury brands and cites partners including Rhode, Gucci, Net-a-Porter, West Elm, Therabody and Kallmeyer, and says partners see an average 5x return [1][3][6].

In 2025 ShopMy extended into a direct consumer product. Its consumer platform launched in August 2025 with Circles, groups of curators whose recommendations form a personalized shopping feed intended to substitute human curation for algorithmic recommendations, alongside shopping by curator, brand or category, taste profiles, wishlists, and a 1:1 text-based human concierge feature called Noir [0][3][6].

Founding story

ShopMy was founded in 2020 by Harry Rein (CEO), Tiffany Lopinsky (President/COO) and Chris Tinsley (CBDO). Rein and Lopinsky had worked together at another startup — he as lead engineer, she as product manager — on a consumer storefront concept they believed influencers would want. Rein met Tinsley through an MIT connection; Tinsley was at MIT Sloan researching social shopping and found that many consumers act on influencer recommendations on Instagram while influencers lacked a good place to showcase those products. The founders interviewed hundreds of creators, learned that existing affiliate tools were disliked, and combined an open, multi-retailer storefront with affiliate functionality. They raised a friends-and-family seed round and worked on the concept for about two years during COVID before their first hire [3][6][7].

Business model

ShopMy runs a multi-sided platform: creators publish shoppable storefronts and affiliate links, brands pay for access to the creator network and marketing infrastructure, and consumers shop the resulting curated recommendations. The company describes itself as having started with creators, then added brands, and then begun serving consumers directly [3]. One secondary aggregator describes brand subscriptions starting at $999 plus an 18% platform fee on commissions, though this figure is unverified elsewhere [5].

Revenue is generated from brands using the platform for creator marketing (subscription/service fees) and from commission flows on affiliate-tracked sales; the company reports 200% year-over-year revenue growth and sustained profitability since 2024 [3][6].

Traction

As of October 2025: over $1B in annual platform sales, 185,000+ hand-picked tastemakers, 1,200+ premium brand partners, 30,000+ Circles and 150,000+ wishlisted products since the August 2025 consumer launch, 200% year-over-year revenue growth, and profitability sustained since 2024. Earlier, around a $18.5M funding round, the network was described as over 40,000 creators and 300 brand partners, with roughly 200 brands at the time of the November 2022 round [3][6][7].

Latest developments

On 22 October 2025 ShopMy announced a $70M round at a $1.5B valuation led by Avenir, with participation from Bain Capital Ventures, Bessemer Venture Partners, Menlo Ventures and individual investors, to accelerate development of what it calls a brand operating system built on taste and discovery. Recent product work includes the August 2025 consumer platform launch with Circles, monthly bonus Opportunities for creators, and Noir, a 1:1 human text concierge [0][1][3][6].