Shopify launches new influencer marketing feature, beauty brands may become the biggest winner

According to foreign media reports, Shopify recently launched a new feature called Collabs, which can help certified influencers collaborate with merchants and earn commissions.

Shopify acquired the influencer marketing company Dovetale in April this year, because more and more online influencers are trying to transform into merchants, and more and more related functions are beginning to appear in the market. At present, Devetale's functions and services have been fully integrated into Shopify's system.

It is reported that Shopify's new features will initially only be available to creators and merchants in the United States and Canada. Daniel Debow, Shopify's vice president of products, said that the beauty industry may be the biggest beneficiary of the new features.

Skincare brand Nécessaire was a previous user of Devetale and continued to use it after Shopify acquired the company.

The brand was founded in 2018. In the first nine months of its establishment, Nécessaire did not allocate any budget for influencer marketing. Now, influencer marketing budget accounts for 20% of the total marketing budget.

“In the beginning, we had to use Excel spreadsheets to keep track of the influencers we contacted, and we had to send countless emails and private messages,” said Randi Christiansen, co-founder and CEO of Nécessaire.

Shopify 's Collabs feature allows merchants to easily create a community and manage collaborating experts in a more systematic way.

Experts who have passed Shopify's review can also apply to cooperate with multiple brands on the platform. If the application is approved, the expert will receive a free product and an affiliate link to calculate the commission.

Cathy Nguyen, a beauty influencer who has joined Collabs, said: "This platform is easy to use and has brands in various categories. My audience likes these products." She plans to use this feature on both TikTok and Instgram.

In fact, the increase in demand for influencer marketing platforms is partly due to the fact that businesses now want to accurately know the sales brought by influencer marketing and calculate ROI.

Debow said: "As the market matures, merchants will want to know more about the effectiveness of influencer marketing. From this point of view, the clear data provided by Shopify will further expand the budget of brands for influencer marketing."

Debow also predicts that the way influencers are measured by the number of followers will also change.

He said: “We found that some small influencers have the same or even stronger ability to bring goods as big influencers. Shopify’s Collabs feature will subvert the operating model of influencer marketing.”

Some time ago, Shopify also announced cooperation with social media platforms such as TikTok, Snapchat and Pinterest. This series of operations shows Shopify's determination to bet on the internet celebrity economy.

Shopify

Influencer Marketing

Merchants