Introducing Circles: Discovery, Reimagined

ShopMy was built on a simple idea: the best way to shop is by following people you trust. Not through endless scrolling. Not through sponsored ads. But through real recommendations from creators whose taste, style, and voice resonate.

We started by unlocking powerful connections between brands and creators. This summer, we're expanding that mission to include the final piece of the ecosystem: the shopper.

That’s why we’ve created Circles — a new way to shop through multi-creator curation. Circles allow shoppers to build groups of trusted curators, generating a shared, shoppable feed of product recommendations that’s dynamic, inspiring, and rooted in trust.

Circles mark a new chapter in how people discover products online—one where curation replaces clutter and community replaces the algorithm.

Shoppers can hand-select their favorite creators to join their Circles, which automatically pull in any products creators have generated ShopMy links to, turning their influence into an evergreen source of inspiration. No more racing to catch a 24-hour Story or digging through old content. Instead, they can browse thoughtfully curated product picks from multiple voices in one place—on their own time, and on their own terms.

For creators, it’s a new way to earn from content that has staying power. For shoppers, it’s a personalized, high-trust way to explore and discover.

Circles create a fresh, meaningful way for your brand to be discovered—and rediscovered—through creators shoppers already trust. With this launch, you’re part of an ongoing conversation, woven into curated collections that are built to last.

Circles are where shoppers come to browse—not just tap. They’re in “discovery mode,” exploring products curated by people they trust.

Your product appears in creator-curated storefronts and trusted Circles — giving it context, credibility, and a longer shelf life.

Circles foster deeper connections between shoppers and the products they love. As they save products to wishlists, add creators to various Circles, and explore recurring themes, your brand becomes part of a longer, more intentional journey.

During active Opportunities, creators’ storefronts will exclusively display purchase links from participating brands—giving your brand retailer exclusivity across their content for the duration of the campaign. This ensures your products get premium visibility and a higher chance of conversion, making Opportunities an even more powerful tool for driving performance on ShopMy.

Circles are just one part of a bigger, more dynamic shopping experience rolling out this summer:

We’ve redesigned creator shops to feel more curated, personal, and shoppable. This means more time spent browsing your products and more opportunities to convert.

Shoppers can now save their favorite finds into personal wishlists. That means your product doesn’t just get seen—it gets saved, revisited, and purchased.

Circles represent a shift in how products are shared, saved, and ultimately purchased. They bring together creators, shoppers, and brands in a way that’s more lasting, more intentional, and more collaborative than ever before. For brands, this means a longer tail on creator content, deeper resonance through multi-creator curation, and visibility in moments that matter—when shoppers are actively looking for what to buy next. Combined with new features like revamped storefronts and shopper wishlists, Circles are helping build an ecosystem where trust drives action and discovery leads to real results.