Why we started building storefronts

A creator we work with had forty thousand people who would happily have bought a shirt. She did not sell one, because setting up a shop meant choosing a platform, designing the thing, sorting print and shipping, handling returns, and answering emails from people whose order was late. That is a job. She already had one.

So we started doing it. Not as a favor, as a service line. We design the storefront, wire up the checkout, handle fulfillment and restocks, and answer the customer emails. The creator approves the products and sees exactly what each one makes after fees.

It has since grown into its own arm of the company. Sponsorship money is rented; a store you own is yours. Every creator should have both.