Euka Expands to Instagram After $4B in TikTok Shop Sales
▼ Summary
– Euka is expanding its creator commerce infrastructure beyond TikTok Shop by launching integrations with Instagram and YouTube to help brands manage cross-platform partnerships.
– The startup recently disclosed $5 million in seed funding led by Susa Ventures and Creator Ventures, having been founded in 2024 by Jeremy Ding and Kevin Wang.
– Euka positions itself as the largest affiliate marketing platform on TikTok Shop, claiming to have driven over $4 billion in gross merchandise volume for thousands of brands.
– The new software offers a unified system for creator discovery, automated outreach, content management, and commission tracking via Shopify-connected fulfillment.
– This expansion aims to provide brands with a single view of their creator programs across multiple interest-based discovery platforms.
Euka, the infrastructure provider for TikTok Shop affiliate marketing, is expanding its operational reach beyond the short-video platform. After facilitating over $4 billion in gross merchandise volume (GMV) for brands on TikTok, the startup is launching an integration with Instagram and Shopify. This move allows companies to manage creator partnerships across multiple channels from a single dashboard, with plans to include YouTube in the near future.
The expansion coincides with the disclosure of $5 million in seed funding, led by Susa Ventures and Creator Ventures. Founded in 2024 by Jeremy Ding and Kevin Wang, Euka addresses the logistical complexity of scaling creator commerce. As brands grow their influencer networks into the thousands, manual management of product samples, commission payouts, and cross-platform communication becomes unsustainable without dedicated software.
Dominating the TikTok Affiliate Landscape
Euka positions itself as the largest affiliate marketing platform on TikTok Shop. The company reports that it powers the affiliate operations for six of the top ten brands on the platform and has helped more than 17,000 brands achieve significant sales growth. Its database indexes over 4 million creators, providing brands with a searchable pool of potential partners. Currently, the startup actively supports 55,000 creators through its dedicated mobile application.
The company’s impact was recognized recently when TikTok Shop awarded Euka the 2026 Catalyst Award for driving the highest incremental increase in GMV for brands. Notable clients include apparel brand Comfrt, which utilizes Euka’s services to manage a community of 600,000 creators.
“Euka is the operating system for creator commerce, and people buy from people,” said Jeremy Ding, CEO of Euka. “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.”
Unified Management Across Platforms
The new Instagram integration transforms Euka into a cross-platform relationship management tool. Brands can identify creators based on audience demographics, performance metrics, and product fit. Once selected, marketers use automated outreach tools and a unified inbox to handle invitations, approvals, and ongoing communication. Additional features include trend spotting for products and videos, content brief drafting, and contest management.
By integrating with Shopify, Euka connects these relationship management tools directly to fulfillment mechanics. This includes generating unique affiliate links, tracking purchases, managing sample shipments, and processing commission payouts. The result is a holistic view of a brand’s creator program, allowing marketing teams to monitor sales and relationships across all channels simultaneously.
Early Adoption and Paid Media Synergy
Early adopters are already testing the expanded capabilities. True Classic, a clothing brand, is using the Instagram and Shopify beta to scale its operations.
“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,” explained Julia Carter, Affiliate and Partnerships Growth Leader at True Classic. “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.”
Beyond organic sales, Euka facilitates paid advertising by connecting creator content to Meta’s ad platforms. This allows brands to repurpose high-performing TikTok videos for ads on Instagram and Facebook, leveraging existing performance data to optimize ad spend.
Supporting the Creator Economy
Euka’s ecosystem serves both brands and creators. The company’s app provides a marketplace of vetted brands, pitching tools, and educational resources on pricing and negotiation. Automated workflows handle link generation, approval processes, and payments, reducing administrative friction.
The financial incentives for creators are substantial. Euka reports that its top earners generate $100,000 per month, while more than 1,000 creators earn at least $25,000 monthly. By ensuring reliable payments and streamlined workflows for creators while offering scalable solutions for brands, Euka aims to sustain healthy affiliate relationships across the evolving social commerce landscape.
(Source: The Next Web)
