Euka has constructed its enterprise serving to manufacturers recruit and handle the creators who promote their merchandise on TikTok Store. Now, it desires to comply with these manufacturers onto different platforms.
The creator financial system startup is launching an Instagram integration alongside Shopify-connected success. That provides manufacturers a method to handle creator partnerships throughout each TikTok and Instagram. A YouTube integration can be on the way in which.
Alongside the growth, Euka is disclosing $5 million in beforehand raised seed funding led by Susa Ventures and Creator Ventures. The corporate was based in 2024 by Jeremy Ding, who beforehand labored at ByteDance, DoorDash and PatPat, and Kevin Wang. Wang’s background contains Amazon and Microsoft.
Euka’s pitch is that creator-led gross sales have turn out to be substantial sufficient to require devoted infrastructure. Discovering creators is one a part of the job. Getting merchandise into their palms, managing conversations, monitoring orders and paying commissions turns into a unique downside when a model is working with 1000’s of individuals throughout a number of platforms.
A TikTok enterprise with billions in merchandise gross sales
Euka describes itself as the most important affiliate marketing online platform on TikTok Store. It says it has helped drive greater than $4 billion in gross merchandise quantity for over 17,000 manufacturers. It additionally powers the affiliate operations of 6 of the highest 10 TikTok Store manufacturers.
Its prospects embrace attire firm Comfrt, which Euka says has a group of 600,000 creators. Euka additionally says TikTok Store acknowledged it with a 2026 Catalyst Award for driving the very best incremental improve in GMV for manufacturers.
The startup indexes greater than 4 million creators, giving manufacturers a searchable pool of potential companions. It says it’s actively working with 55,000 creators who use Euka’s devoted creator app.
“Euka is the working system for creator commerce, and folks purchase from folks,” Jeremy Ding, Euka’s CEO, stated in a press release. “We flip 1000’s of genuine creators right into a model’s highest performing gross sales channel, beginning on TikTok Store and now all over the place curiosity primarily based discovery drives shopping for.”
From creator discovery to fee funds
The Instagram launch extends Euka’s software program right into a shared creator relationship administration system spanning a number of platforms.
Manufacturers can seek for creators by product match, viewers and efficiency. They’ll then use automated outreach and a unified inbox to handle invites, follow-ups and approvals. Euka additionally presents instruments for recognizing trending merchandise and creator movies, drafting content material briefs and operating creator contests.
The Shopify integration connects these relationships to the mechanics of promoting. Which means sending samples, producing affiliate hyperlinks, monitoring purchases and managing payouts.
The broader proposition is a single view of a model’s creator program. That provides advertising and marketing groups a method to observe relationships and gross sales throughout channels.
Instagram is the primary check past TikTok
True Traditional is among the many manufacturers testing Euka’s Instagram and Shopify integration.
Right here’s what Julia Carter, an Affiliate and Partnerships Progress Chief at True Traditional, says:
“We’ve got trusted Euka to run our TikTok Store progress and associates program for some time, so we jumped at being one of many first to check the Instagram and Shopify beta. Having our whole creator and associates program in a single omnichannel working system provides us actual effectivity and a full view of our program that we by no means had earlier than. It permits us to take our established scale on TikTok and open the floodgates to 1000’s of latest creator partnerships throughout new channels.”
Euka can be connecting a few of the content material produced by means of these relationships to paid promoting. Its Meta adverts integration lets manufacturers repurpose TikTok content material for adverts on Meta’s platforms.
The logic is interesting: A model that already has a big creator program has relationships, content material and efficiency information it could draw on because it expands.
The transfer establishes Euka’s ambitions past TikTok. The corporate teased an additional growth to YouTube within the works.
Constructing for each side of the affiliate deal
Euka’s brand-facing software program is barely a part of its enterprise.
Its creator app presents a market of vetted manufacturers and instruments for pitching partnerships. Creators additionally get in-app teaching on pricing, video hooks and negotiation. It additionally automates duties akin to hyperlinks, approvals and payouts.
The corporate says its prime creators already earn $100,000 a month, with greater than 1,000 making $25,000 a month.
For Euka, serving creators in addition to manufacturers might assist maintain each side of an affiliate relationship working inside its merchandise. Manufacturers want companions who can promote; creators want related merchandise, manageable workflows and dependable cost.
“Euka turns affiliate marketing online from an artwork right into a science,” Misha Gordon-Rowe, a associate at Susa Ventures, stated in a press launch.