Here's a prediction (that's already happening): Influencer marketing agencies with strong and long term creator relationships will disrupt ecomm I'm thrilled to say they are starting to white-label products to sell directly through their content creators' digital stores They truly have the potential to become the new powerhouses of retail Why? Because traditional brands are caught in a vice: TikTok Shop dominates social commerce, offering unparalleled reach and engagement Amazon reigns supreme in logistics and e-commerce infrastructure Brands can't outmuscle the partnership of the #1 + #4 U.S. marketplace titans on their own turf But here's the twist: Creators and their communities don't need to Unlike brands trying to force-fit into these platforms, communities ARE the platform They're the ones who make commerce happen It's not just a new sales channel; it's a reimagining of the entire consumer journey, powered by authentic connections and real-time responsiveness to trends The future of retail isn't just social - it's community-driven TikTok shop revolutionized e-commerce A free sample can now replace massive, risky upfront advertising or influencer marketing dollars To compete, you need: A network of creators who convert Plus a network of real-time, high-quality suppliers And a tech stack connecting every real-time trend to communities of shared interests One that can find the white space opportunities in an era of infinite content and products Fun fact: Revolve sells 74k products, but only the top 3 sell 1000+ units per month And they're basics Remember: viral trends ≠ consumer trends You need suppliers with no or low moqs across thousands of categories Creators need operators with deep supply chain experience and even greater empathy, not wide boys suddenly talking about community/superfans lol A new era of the creator economy is evolving: single moms are out there generating millions in GMV in just 30 days $4.8M in 30 days!!!!! But they're on rented land... It's time to serve these creators and empower them to build generational wealth This includes all the women who make up fashion's value chain, including the suppliers Judgement day is here The era of billion-dollar brands using suppliers as their personal banks is coming to an end We're entering a new age where fair partnerships, quick turnarounds, and mutual growth are the cornerstones of success In this new landscape, those who adapt quickly, prioritize authentic relationships, and deeply understand and organize around the power of community will thrive The revolution in retail isn't just about new sales channels—it's about redefining value creation and distribution across the entire industry And I'm here for it Since Tomorrow #thegreatfashionreset #creatortomanufacturer #communitycommerce #contentistheproduct #creatorsarethestore
I’m trying to figure out this new term “wide boys.” Are you referring to Elon and Trump’s fireside chat, or something from VeeCon? Could you give a bit more context for us lay(wo)men, please? 😀
Walter Holbrook
4mo
Joanna Williams “The future of retail isn’t just social - it’s community - driven” 💥💥💥
Ethan Kramer
4mo
"Creators need operators with deep supply chain experience" >> This is the most important missing part. I've talked with several creators who want to launch products. They know they have a great opportunity but a lot of them have trouble even defining what product category they want to go into let alone understanding supply chain, ecomm ops, etc.
Angela Belanger
4mo
Having the ability to respond effectively at scale to emerging trends is important. Authentic connections with creators/community can be serendipitous.💥 Great read - thanks for sharing!
Sanjoy Singh
4mo
Joanna Williams This is a game-changer! The future of retail is undoubtedly community-driven.
Tonya P.
4mo
I'm seeing different models for "owned" land surfacing. Are there any clear winners emerging yet?
Kátia Sarti
4mo
Holy smokes 👀
You’re calling it like you see it—and honestly, this ain’t just a prediction; it’s happening right now. Creators have figured out that they don't need to play the brand game when they can be the brand. Those tight-knit communities? That’s the real currency. Brands out here trying to out-Amazon Amazon are playing the wrong game—TikTok Shop and creators are moving units in real-time, directly engaging with their people, and it’s all authentic. No middleman, no forced ad dollars, just raw influence. We’re witnessing a power shift in retail. No more begging for scraps from billion-dollar brands—creators are starting to build their own empires, one viral moment at a time. And honestly, it’s about time we saw the women running these value chains get their shine too. Judgment day for traditional retail is coming, and the ones who adapt to this community-first mindset are gonna be the ones still standing. I’m here for this new chapter too—mo fire 🔥 @ since yesterday! 👊🏾
Andrea Wade, MBA
4mo
Pivot loading for those who want to reach customers on their new journey…
Founder | CEO | Blockchain Stealth Mode Project Alpha | Marie Ernst®
4moJoanna Williams this is spot on. However, could we please keep this under wraps for just a little longer so that scrappy startups like mine can get their roots firmly planted? True story—it’s taken me over a year to convince several high-profile TikTok creators to partner with Marie Ernst® and form a mutually beneficial long-term collaboration. This partnership allows them to profit share with our brand and receive equity in our startup in exchange for ongoing content creation, promotion, and endorsement of our products. One of my main selling points is that by partnering with us, these creators will earn income and equity in a brand, rather than relying on fleeting influencer deals with companies that may not have their best interests in mind. Those brands often move on to the next shiny influencer or trend, leaving them behind. Our partnerships are non-exclusive and even allow creators to accept brand deals with our competitors. The key difference is that we leave the decision up to them, empowering them to accept or decline deals based on their own judgment. I believe that empowering them in this way will lead to a stronger and deeper partnership with Marie Ernst®.