Boohoo launches influencer storefronts on its website

Boohoo is allowing thousands of social media influencers to launch personal pages on its website as the fashion retailer increases its investment into social commerce.

Its latest initative – The Boohoo Collective – allows online creators to curate an edit of their favourite products and feature their shoppable TikTok and Instagram content via personal pages on the Boohoo.com.

The retailer has partnered with creator storefront specialists LoudCrowd for the initiative, which it said will help drive the value of social traffic to its website.

Creators in its collective programme will be able to share their personalised page and discount code on their social media channels to earn commissions, as well as have early access to the retailer’s campaign launches.

Each influencer will also be able to see their own dashboard that visualises their performance numbers including commissions, storefront traffic and conversion rate.

Boohoo senior influencer and PR manager Stephanie Riddell said the initiative would “bring an exciting new shopping experience to our customers, as well as elevating our influencer marketing strategy across our key markets”.

“We truly believe in the potential and opportunity of this model, and believe that this social-led, personalised approach is the future of fashion ecommerce,” she added.

LoudCrowd chief executive Gary Garofalo added: “Boohoo represents the standard in creator marketing, and this initiative elevates all of their creators in a way that you would expect from the brand.

“We anticipate The Boohoo Collective to define the playbook in social commerce for fashion brands”.