The Marketplace Is the Feed. The Feed is the Marketplace.
The creator economy is no longer a separate category — it’s the cornerstone of modern retail.
Hi friends,
We’re back in your inbox with the social commerce news of the week.
This week’s headlines cover a wide range of developments — from new retail data showing that social commerce is becoming firmly embedded in the shopping landscape, to more established brands adopting creator-first strategies.
As I’ve said before, the creator economy is no longer a separate category — it’s simply part of modern retail. At this point, there’s no avoiding it. The line between scrolling and shopping keeps getting thinner. The Venn diagram has basically merged.
Retailers are now fully embracing creator marketing as a core selling infrastructure, not just an experiment. In Q3 2025 alone, TikTok generated $19 billion in GMV, and the platform is projected to account for 14.6% of global marketplace share by 2030.
Whether it’s TikTok or Whatnot, these platforms aren’t just marketing channels anymore — they are the marketplace.
Let’s get into it. 🚀
(March 3rd)
🛍️ Creators are becoming retail infrastructure
Creator marketing is no longer a sidecar to retail strategy. Increasingly, it’s becoming part of the infrastructure retailers use to drive commerce media growth, unlock new budgets, and influence sales both online and in-store.
The line between scrolling and shopping continues to blur. Social media success is not just about gaining followers; it’s about converting them and partnering with the right talent to do so. Vertical video is the gold standard and is only becoming more relevant as “live” remains a priority for platforms.
📎 Read more
👠 Doja Cat, and other online personalities are hosting the 2026 Vogue Vintage Market
What is Vogue Vintage Market? “A one-day sale filled with vintage and archival fashion pieces and homewares sourced from eBay and curated by friends of Vogue, along with a corresponding online Vogue Shopping edit.”
📈 How TikTok shop is Amazon’s most powerful commerce demand engine
Why it matters: In Q3 2025, the platform drove $19 billion in GMV, nearly matching eBay. It is no longer just a social platform with a shopping feature. TikTok Shop is a retailer.
📎 Read more
📰 The Washington Post launches creator-led newsletter on Beehiiv
In the wake of mass layoffs, the latest legacy media outlet is the latest to turn to Beehiiv to expand reach and regain relevance by meeting readers in their inboxes.
These creator-led offerings are meant to help legacy media outlets compete in the new personality-led media landscape.
🎮 Roblox, TikTok Shop, Whatnot all see a rise in Gen Z spending.
The Retail Technology Show, a London exhibition founded in 2021, collected data from 1,000 Gen Z shoppers and found that on average, they made 20 purchases on Roblox within the last 12 months. That’s a 54% year over year growth from Gen Z Roblox purchases made in 2025, RTS said.
⚾️ The MLB experiments with TikTok, continuing big sports’ foray into the creator economy
The MLB has announced an expanded partnership with TikTok that will bring highlights, behind-the-scenes features, and creator-led baseball content to the For You Page.
An MLB Hub will be stocked with highlight reels from each team’s busy, 162-game season, and brands will be able to advertise on that hub through a product suite called TikTok GamePlan.
🕶️ Instagram hijacks influencer posts with AI shopping links
Instagram is testing AI-generated 'Shop the look' buttons that automatically appear on influencer posts without creator consent.
📎 Read more
🪝 Creator Spotlight: How to Craft a Perfect Hook with Milo Lee
I’ve been seeing a lot of discourse online about “the hook” and how to craft the perfect phrase to catch your audience’s attention. Milo Lee broke down “is it possible,” the phrase that garnered him 24 million views.
It’s not so much about the phrase, but about the need to create suspense. I’m down with the algo rewarding videos with great hooks, but if it just leads to brands’ vague-posting, I’m out.
✍️ Creator Spotlight: Tess Sullivan’s How to Shop eBay Like a Pro
Creative consultant and stylist Tess Sullivan, formerly of Buck Mason and Ralph Lauren, broke down how to search the annals of eBay with pinpoint accuracy. Now this is news you can use. Her simple technique – mastering eBay mad libs (see above)
📎 Read more
Ok, see you next week. In the meantime, Sell! Sell! Sell! 🫡