Coined as an “Everyday Influencer” platform, Mavely is a social commerce app that allows users to earn commissions by sharing and recommending products from more than 1,250 brands, including Adidas, Anthropologie, Foot Locker, Lululemon, Macy’s, Nordstrom Rack, and Old Navy.
The company claims to TechCrunch that it currently has gross merchandise value (GMV) of more than $675 million, which is an increase of more than 175% year over year. Mavely says its take rate, or the amount it earns from a deal, ranges from 10% to 40% of GMV.
Mavely’s growth trajectory speaks volumes about the overall state of influencer marketing, which many believe has a promising future. The industry is expected to grow to about $24 billion by the end of this year.
However, unlike other platforms that require a certain number of followers to participate, Mavely’s platform primarily caters to micro- and nano-influencers who are believed to have higher engagement rates and more honest reviews about products. Mavely allows anyone to sign up and earn a minimum of 5% commission and 10% referral commission by sharing shoppable links (commissions vary by retailer, up to 70%). The platform also offers access to branded campaigns, exclusive promotions, and a monthly bonus program that gives you an extra 25% on top of your earnings.
From January to July, Mavely paid more than $16 million in fees, campaign fees, and other revenue to more than 85,000 creators. To date, the platform has paid over $37 million to influencers and made over 5.6 million influencer-driven purchases.
Image credit: Mavely
The GMV milestone comes shortly after Mavely launched its Meetup service, an in-person event where influencers can network with colleagues and companies. Since launching Meetups in July, Mavely has hosted two events and has five more planned.
Mavely was founded in 2019 by Evan Rae, Peggy O’Flaherty and Sean O’Brien and was subsequently acquired by marketing and personal care products company Nu Skin Enterprises through its investment arm, Rhyz. Ray and O’Brien previously co-founded Swyft Media, a mobile messaging startup that was acquired by Monotype Imaging.
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The company is backed by PivotNorth Capital and has raised a total of $2 million in funding.
