ShopMy, the New York-based influencer marketing platform, has just announced a $77.5 million Series B round, valuing the company at $410 million - five times the $80 million valuation recorded in March 2024. The round is led by Bessemer Venture Partners and Bain Capital Ventures. The funds will be used to expand the platform into new verticals (health, wellness, food, hospitality, family) while consolidating its established positions in fashion and beauty. The deal comes as the influencer marketing market is now estimated at more than $30 billion worldwide in 2025, according to Statista data.
A 5x valuation increase in fifteen months
The move from $80M to $410M in valuation between March 2024 and the current round reflects a sustained growth trajectory. Several factors explain this revaluation:
- GMV growth intermediated by the platform and increased commission revenue;
- Vertical diversification beyond the fashion/beauty pairing that historically drove the segment;
- Network effects with a growing number of brands and creators active on the platform;
- Maturation of the creator economy market, which is professionalizing and now demands robust B2B tools.
As TechCrunch noted in its coverage of the creator economy, several B2B platforms built around creators crossed significant valuation milestones in 2024-2025, a sign of renewed venture capital appetite for this segment after a period of caution.
The lead funds: Bessemer Venture Partners and Bain Capital Ventures
The round is led by two top-tier US growth funds. Bessemer Venture Partners is a veteran fund with a strong track record in B2B SaaS (LinkedIn, Pinterest, Shopify). Bain Capital Ventures is known for its investments in B2B platforms (DocuSign, Rapid7) and in the creator/commerce economy. This combined backing signals a deliberate positioning of ShopMy as SaaS infrastructure for the creator economy rather than traditional influencer media buying.
What does ShopMy do?
ShopMy positions itself as a creator-centric platform that connects brands and influencers around three key mechanisms:
- Paid partnerships between brands and creators, with standardized contracting and reporting;
- Affiliate marketing with tracked links, attribution and automated payments;
- Direct connections between brands and creators to speed up mutual prospecting.
The approach stands apart from traditional influencer platforms - where the brand simply buys a mention - by making affiliation a structural pillar. This model better aligns the interests of all three parties (brand, creator, consumer) by rewarding performance rather than mere visibility.
Why affiliation is taking the lead over pure influencer marketing
According to a Maddyness analysis of new trends in the creator economy, hybrid affiliation - a mixed fee + commission model - is regaining ground over pure influencer marketing. Three factors are driving this:
Vertical expansion: health, wellness, food, hospitality, family
The main challenge of this Series B is expansion into new verticals. Fashion and beauty have historically been the heart of influencer marketing (volumes, video and image formats, compatible purchase journeys). Expanding into health, wellness, food, hospitality, and the children/family market requires adaptations:
The health and wellness market opportunity
The global wellness market is estimated at more than $1,800 billion in 2024 according to the Global Wellness Institute, with brands increasingly active on social media. Connected health, dietary supplements, and mental wellness programs are segments where creator word-of-mouth plays a decisive role - an opportunity that Les Echos has documented in several analyses of the B2C wellness market.
Competition and positioning
The influencer marketing platform segment is crowded. ShopMy competes with several categories of players:
- General influencer platforms: Aspire, GRIN, CreatorIQ, Mavrck;
- Affiliate marketplaces: LTK (LikeToKnow.it), RewardStyle, ShareASale, Impact;
- Creator tools: Stan, Beacons, Linktree on the direct monetization front.
ShopMy's positioning combines a discovery platform with an affiliate stack, which limits the coexistence of tools among creators and marketing teams.
The data and AI challenge in brand-creator matching
An influencer marketing platform's effectiveness depends largely on the quality of brand-creator matching. Predictive performance algorithms (expected conversion rate, audience fit) are a key differentiator. AI applications for marketing make it possible to analyze the semantic consistency between a brand, a creator and their audience, and to predict the performance of an activation. For ShopMy, investing in this layer is a way to defend its margin against low-cost competitors.
Implications for B2C growth teams
For B2C growth marketing teams, the shift of influencer marketing toward a hybrid fee + affiliate model requires several adjustments:
FAQ
How much did ShopMy raise in its Series B?
ShopMy raised $77.5 million in its Series B, led by Bessemer Venture Partners and Bain Capital Ventures. The valuation now stands at $410 million, up from $80 million in March 2024.
What does ShopMy do?
ShopMy is an influencer marketing platform based in New York. It combines paid partnerships, affiliate marketing, and direct connections between brands and creators to generate performance-based revenue.
Which verticals is ShopMy expanding into?
ShopMy is extending its platform to health, wellness, food, hospitality, and the children/family market, while consolidating its established positions in fashion and beauty.
Who are ShopMy's main competitors?
Main competitors include influencer platforms (Aspire, GRIN, CreatorIQ, Mavrck), affiliate marketplaces (LTK, RewardStyle, ShareASale, Impact), and creator tools (Stan, Beacons, Linktree).
Why has the valuation been multiplied fivefold?
The revaluation reflects growth in intermediated GMV, vertical diversification, network effects on both the brand and creator sides, and the maturing of the creator economy market, which is professionalizing and demanding robust B2B tools.