Euka’s creator campaign dashboard
Euka has built its business helping brands recruit and manage the creators who sell their products on TikTok Shop. Now, it wants to follow those brands onto other platforms.
The creator economy startup is launching an Instagram integration alongside Shopify-connected fulfillment. That gives brands a way to manage creator partnerships across both TikTok and Instagram. A YouTube integration is also on the way.
Alongside the expansion, Euka is disclosing $5 million in previously raised seed funding led by Susa Ventures and Creator Ventures. The company was founded in 2024 by Jeremy Ding, who previously worked at ByteDance, DoorDash and PatPat, and Kevin Wang. Wang’s background includes Amazon and Microsoft.
Euka’s pitch is that creator-led sales have become substantial enough to require dedicated infrastructure. Finding creators is one part of the job. Getting products into their hands, managing conversations, tracking orders and paying commissions becomes a different problem when a brand is working with thousands of people across several platforms.
A TikTok business with billions in merchandise sales
Euka describes itself as the largest affiliate marketing platform on TikTok Shop. It says it has helped drive more than $4 billion in gross merchandise volume for over 17,000 brands. It also powers the affiliate operations of 6 of the top 10 TikTok Shop brands.
Its customers include apparel company Comfrt, which Euka says has a community of 600,000 creators. Euka also says TikTok Shop recognized it with a 2026 Catalyst Award for driving the highest incremental increase in GMV for brands.
The startup indexes more than 4 million creators, giving brands a searchable pool of potential partners. It says it’s actively working with 55,000 creators who use Euka’s dedicated creator app.
“Euka is the operating system for creator commerce, and people buy from people,” Jeremy Ding, Euka’s CEO, said in a statement. “We turn thousands of authentic creators into a brand’s highest performing sales channel, starting on TikTok Shop and now everywhere interest based discovery drives buying.”
From creator discovery to commission payments
The Instagram launch extends Euka’s software into a shared creator relationship management system spanning multiple platforms.
Brands can search for creators by product fit, audience and performance. They can then use automated outreach and a unified inbox to manage invitations, follow-ups and approvals. Euka also offers tools for spotting trending products and creator videos, drafting content briefs and running creator contests.
The Shopify integration connects those relationships to the mechanics of selling. That means sending samples, generating affiliate links, tracking purchases and managing payouts.
The broader proposition is a single view of a brand’s creator program. That gives marketing teams a way to track relationships and sales across channels.
Instagram is the first test beyond TikTok
True Classic is among the brands testing Euka’s Instagram and Shopify integration.
Here’s what Julia Carter, an Affiliate and Partnerships Growth Leader at True Classic, says:
“We have trusted Euka to run our TikTok Shop growth and affiliate program for a while, so we jumped at being one of the first to test the Instagram and Shopify beta. Having our entire creator and affiliate program in one omnichannel operating system gives us real efficiency and a full view of our program that we never had before. It allows us to take our established scale on TikTok and open the floodgates to thousands of new creator partnerships across new channels.”
Euka is also connecting some of the content produced through those relationships to paid advertising. Its Meta ads integration lets brands repurpose TikTok content for ads on Meta’s platforms.
The logic is appealing: A brand that already has a large creator program has relationships, content and performance data it can draw on as it expands.
The move establishes Euka’s ambitions beyond TikTok. The company teased a further expansion to YouTube in the works.
Building for both sides of the affiliate deal
Euka’s brand-facing software is only part of its business.
Its creator app offers a marketplace of vetted brands and tools for pitching partnerships. Creators also get in-app coaching on pricing, video hooks and negotiation. It also automates tasks such as links, approvals and payouts.
The company says its top creators already earn $100,000 a month, with more than 1,000 making $25,000 a month.
For Euka, serving creators as well as brands could help keep both sides of an affiliate relationship working within its products. Brands need partners who can sell; creators need relevant products, manageable workflows and reliable payment.
“Euka turns affiliate marketing from an art into a science,” Misha Gordon-Rowe, a partner at Susa Ventures, said in a press release.
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Contributed article. Not produced by the TNW newsroom and does not reflect the editorial stance of TNW.
