Mavely's platform for everyday influencers is taking off

Coined as the “Everyday Influencer” platform, Mavely is a social commerce app that enables users to earn commissions by sharing and recommending products from more than 1,250 brands, including Adidas, Anthropologie, Foot Locker, Lululemon, Macy’s, Nordstrom Rack and Old Navy. 

The company told TechCrunch it has now reached a gross merchandise value (GMV) run rate of over $675 million, which it claims is an increase of more than 175% from the previous period last year. Mavely says its take rate, or how much it earns from transactions, ranges between 10% to 40% of GMV. 

Mavely’s growth trajectory speaks to the overall influencer marketing landscape, which many believe to have a promising future ahead. The industry is anticipated to grow to approximately $24 billion by the end of this year. 

However, unlike other platforms that require a certain follower count to join, Mavely’s platform mainly caters to micro- and nano-influencers who are considered to have higher engagement rates and more honest reviews about products. With Mavely, anyone can sign up and earn a minimum of 5% commission by sharing shoppable links, along with a 10% referral commission (commissions range by retailer and go up to 70%). The platform also offers access to brand campaigns, exclusive promotions and a monthly bonus program that provides an additional 25% on top of their earnings.

From January through July, Mavely paid out over $16 million in commissions, campaign fees and other earnings to its more than 85,000 creators. To date, the platform has paid out more than $37 million to its influencers and touts over 5.6 million influencer-driven purchases.

The GMV milestone comes on the heels of Mavely launching its Meetups offering, which are in-person events where influencers can network with peers and companies. Since launching Meetups in July, Mavely has hosted two events and has five more in the pipeline. 

Mavely was founded in 2019 by Evan Wray, Peggy O’Flaherty and Sean O’Brien and has since been acquired by Nu Skin Enterprises, a marketing and personal care product company, through its investment arm Rhyz. Wray and O’Brien previously cofounded Swyft Media, a mobile messaging startup that was acquired by Monotype Imaging. 

The company is backed by PivotNorth Capital and has raised a total of $2 million in funding.