One catalog. 100 storefronts. 100 names on the door, none of them yours.
ShopMy raised $70M and reported more than $1B in annual platform sales as of October 2025, at a valuation around $1.5B. LTK reportedly drives roughly $6B in annual retail sales. Both companies proved the same thing: people buy from a person who curated, not from a grid that filtered. The platforms captured that value because brands treated creators as a media buy instead of a channel.
Run it brand side and the model changes. Each ambassador gets a real storefront built on your inventory: their edit, their photography, their copy, their commission rate. A customer lands on Ashley's shop, buys 3 things, and your systems handle payment, fulfillment, and returns. There is no allocation problem because every storefront draws from one pool. Attribution runs per storefront, so you can see which curator sells and which one just posts.
The build is a multi storefront setup with affiliate attribution mapped to each door. The harder work is merchandising governance: what creators may say, which claims are off limits, how discounts are controlled, and who approves imagery.
The catch is that 100 storefronts is 100 surfaces you are responsible for. Brand safety, claim compliance, and a support queue full of customers who believe they bought from a person, not from you. There is a commercial trap as well. Left alone, most creators pick the same 6 hero products, and you end up paying commission on sales you would have made anyway. Curation only earns its cost when the edits actually differ, which means seeding niche products and rewarding creators who move them. Model blended margin with commission stacked on top of your existing acquisition spend before you scale past a dozen doors.
An affiliate link points at your store. A storefront is your store wearing somebody else's face, and the customer never leaves. That difference is worth more than the commission it costs you.
