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A Tale of Two Commerce Platforms

ShopMy’s new Series B investment suggests that the lucrative fashion sector of the $24 billion creator marketing business is coming into focus, prompting a legit showdown with perennial leader LTK.

Amber Venz Box ltk
Unsurprisingly, the fashion commerce space has been teeming with entrepreneurs trying to reverse engineer Venz Box’s serendipitous success ever since. Photo: Courtesy of LTK
Sarah Shapiro
January 7, 2025

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The rise of fashion and beauty commerce platform LTK reads like a bildungsroman from the influencer canon. Amber Venz Box, a Dallas personal shopper and blogger, originally created the platform in 2011 after her then-boyfriend (now husband) noted that her personal website was sending potential shopping clients straight to retailers without offering her a pass-through fee. Envisioning a future where hobbyist creators could become their own authentic recommendation engines, using their influence and credibility to lead to direct sales, Venz Box founded RewardStyle, which was later rebranded as LikeToKnowIt, and then shortened to LTK.