The goal is to provide a convenient avenue for consumers to experience the products that influencers recommend rather than simply clicking affiliate links. Many creators are expected to curate products and promote the event, potentially generating sales both in person and online.
Why this is an interesting development for ecommerce
By expanding into physical retail, it creates a physical version of an influencer-curated online shopping experience.
ShopMy’s three-day Holiday Market demonstrates how fashion and beauty curation is becoming an important part of creator economy. It isn’t simply about influencers advertising products. It’s about creators developing a recognizable taste, selecting products that fit their aesthetic, and becoming trusted sources for shopping inspiration.
It turns creators into personal shoppers and curators
Traditionally, influencers might post an outfit, mention the products they use, or share affiliate links with discount codes. ShopMy takes that concept further. The creator is no longer just recommending individual products. They are assembling a collection that communicates a particular aesthetic.
It makes product discovery part of the creative process
This is where Holiday Market becomes especially relevant. A physical market gives creators an opportunity to discover brands they might not otherwise encounter through ordinary online shopping. They can evaluate the packaging, materials, colors, textures, quality, and overall presentation. That makes the recommendations more informed and gives them fresh content opportunities.
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