From side hustle to storefront

Deann Evans at Shopify describes how creators are becoming commerce entrepreneurs

 

The creator economy has evolved. Once defined by brand deals, sponsored posts and follower counts, today’s influencers are evolving into fully fledged business leaders who are building businesses in their own image.

 

According to Shopify’s Aspiring Entrepreneurship report, 39% of UK business owners started their businesses as a side hustle and 19% of those were able to successfully turn it into their full-time job. 

 

Creators are lowering the barrier to entry by using their audiences and digital platforms to launch products without the traditional costs or lead times, and they’re doing it fast. For new creators, it’s a chance to turn influence into revenue. Established merchants also have an opportunity to learn from this agility and reach shoppers more effectively.

 

 

Turning influence into enterprise

The shift among creators did not happen overnight. It is the result of years of platform innovation, maturing creator-audience relationships and a cultural redefinition of what it means to be a brand. Today, followers are loyal customers, early adopters and brand evangelists.

 

Take, for example, the explosion of shopping through social media. According to Shopify research, 59% of 18–24s in the UK buy via Instagram and 62% via TikTok. With features such as in-video shopping capabilities and instant checkout solutions, it has never been easier for creators to promote, sell and ship products through social media. Integrations with commerce platforms extend that functionality, giving creators full control over branding, data and customer experience. 

 

While brands have been partnering with creators for years, there is a noticeable shift towards collaboration, and even into employees or advisors as a means to tap into new customers. This model has the potential to benefit both sides: creators gain infrastructure support, while brands access cultural capital and built-in audiences. It’s a partnership greater than the sum of its parts that will power the next wave of social commerce.

 

 

Real stories, real impact

While tools matter, the real edge creators hold is cultural. They don’t need to manufacture awareness because they’ve already built their personal brand. Building a business that they believe in and is relatable to their audience creates trust with their audience and that trust translates into purchasing power.

 

Creators can also market differently. Shopify research has found that the majority (57%) of shoppers want to buy from a person, and 15% will switch to brands that offer a sense of community. Creators’ content is personal, story-driven and often interactive, alleviating reliance on mass media or generic messaging.

 

Whether it is a ‘GRWM’ (Get Ready With Me) video using their own product line or a day-in-the-life vlog packing orders, for influencers turned business owners like Kate Sturino and Grace Beverley, every touchpoint deepens connection. Community-first marketing has become a proven strategy. It fosters loyalty, drives organic reach and builds feedback loops that improve products over time.

 

 

Acting ahead of the curve

Finding a niche is crucial, and persistence is key. The Aspiring Entrepreneurship report found that over half (54%) of UK business owners have experienced a failed venture before achieving success, and on average, entrepreneurs in the UK make two attempts before launching a successful business. So, whether it is niche digital products, limited-edition merch or full-scale lifestyle brands, creators are proving that influence is more than reach; it is ownership of their brand, their time and their priorities. 

 

As the market evolves, merchants can also learn from creators in how to build modern brands: fast, flexible and hyper-connected. From building communities before product to social-led storytelling, a new blueprint could help legacy players stay relevant. This opportunity comes at a pivotal moment. As we come to the end of summer, creators are looking ahead to back-to-school and autumn shopping windows, such as Black Friday-Cyber Monday (BFCM), as key testing grounds with a captive online audience.

 

The creator-to-commerce pipeline is only getting stronger. Between content and commerce are blurring, and being redrawn in real time. For creators, it is an era of empowerment. For merchants, it’s a chance to learn and innovate. The storefront doesn’t need to be the final destination; it can be a natural part of the journey, embedded within the everyday flow of content and culture.

 

As platforms become more sophisticated and audiences more accustomed to buying direct, the next generation of brands may well be born from ring lights and reels, not boardrooms and business plans.

 

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Deann Evans is Managing Director, EMEA at Shopify

 

Main image courtesy of iStockPhoto.com and blackCAT