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Kajabi, which primarily offers online course services for creators, said in March that creators had earned $5 billion in lifetime gross merchandise value (GMV) by selling digital goods. There is a long tail of other revenue streams and smaller creator-focused firms. Affiliate marketing, commerce, and subscriptions are other important income sources for the creator economy.

And by 2026, it’s set to overtake Boots as the UK’s biggest health and beauty retailer by gross merchandise value (GMV), per Edge by Ascential. High street retailers are fighting back to maintain online market share. Boots, which claims to have a 40% share of the total UK beauty market, will launch Boots Marketplace in spring 2023, while Superdrug launched its online marketplace last year.

GMV this year. That's 10 times what it pulled in last year, gross merchandising value, as according to Bloomberg. And then final point here, this is a really good point made by Rachel Wolff, who writes for our retail briefing, saying, "Maybe it can become a product specific marketplace. The idea of that it doesn't have to sell everything.".

I think the GMV or gross merchant value was four and a half billion last year, and it's on track for 15 billion in the region this year. So, definitely, rapid growth there. What about the UK, Carina? What's been happening over here? Carina Perkins:.

There's some new data from YipitData that reported its May GMV at more than $630 million. That is up from less than $200 million in January and basically zero last summer. It's really in its hyper-growth phase of spending very heavily on customer acquisitions through digital marketing and very heavy discounts.