Influencer marketing platform ShopMy has raised $77.5 million in a Series B funding round.

ShopMy connects creators with brands to facilitate affiliate marketing partnerships. Creators use ShopMy’s links to share products with their followers, and earn commission when they purchase trough those links.

Its technology automates the process of sending free products to creators in exchange for content. Advertisers can also track sales from creator campaigns through ShopMy, bringing key visibility into a channel where measurement is still a challenge.

“By combining the authenticity of creator content with the precision of performance marketing,
we’re empowering brands to transform creator partnerships into a scalable performance
engine,” said Harry Rein, ShopMy’s co-founder and CEO, in a statement.

More than 100,000 creators earning commissionable revenue through the platform, and they see an average return on investment of 5x, according to ShopMy. Creators Arielle Charnas, Nam Vo, and Justin Anderson are on ShopMy’s platform.

Meanwhile, 550 brands, including Lululemon, Rhode, and Nordstrom, use ShopMy’s technology. The platform said since its launch in 2020, it has generated more than $352 million in total brand sales, achieving an average 5x return on investment.

ShopMy also offers automation tools that make the creator marketing process more seamless. Lookbooks is an automated gifting feature that reduces time spent on influencer gifting and minimizes product waste, while a feature called Opportunities automates content creation.

According to ShopMy, more than 190,000 gifts have been sent using Lookbooks since 2023, while in the last six months, brands have created 16,000 pieces of creator content resulting in 125 million views with Opportunities.

ShopMy will use the investment to grow its team and expand into new verticals like health and wellness, hospitality, and family, while doubling down on fashion and beauty.

The funding was led by Bessemer Venture Partners and Bain Capital Ventures. Menlo Ventures and previous investors Inspired Capital and AlleyCorp also participated in the round. Individual investors including Eric Chan, chief business and strategy officer at Gap; and creators Campbell and Jett Puckett and Camila Coehlo, also participated.

“By transforming trusted recommendations into measurable performance marketing,
[ShopMy is] pioneering an entirely new approach to commerce,” said Jeremy Levine, partner at Bessemer, in a statement.