You likely already do it, if you spend time scrolling TikTok or Instagram. Shopping influencer recommendations for a new lipstick or a pair of trousers has become a social media pastime, though the experience — through links in bio and affiliates — is clunky. Now, a new crop of storefronts want to make it easier to shop what we see on our favourite creators’ feeds by positioning them as the curators of their own online stores. As the traditional wholesale model falters, it’s shaping up to be the next creator economy battleground.

In the last three months, ShopMy launched direct-to-consumer (DTC) creator storefronts on its platform, which currently provide affiliate links to creators to tag their recommendations. Vogue parent Condé Nast announced the upcoming release of its creator storefront platform Vette, while Sephora launched My Sephora Storefront, a new creator-powered affiliate platform. A fresh wave of startups including District, Fflow and Vylit have also entered the space to help creators build the infrastructure they need to sell products directly to shoppers.