ShopMy vs Tano: a creator marketplace, or a programme that belongs to your brand?
Put them side by side and they look alike. Both give creators a place to earn from your brand. The difference is who the creator has a relationship with, and who is running the programme.
ShopMy is a creator commerce marketplace: around 200,000 creators selling through storefronts and commissionable links, and about 1,200 brands paying for access to them. A creator's shop spans every brand they like, and the relationship they build is with ShopMy. For curator-style creators with high purchase-intent audiences it is a strong model, and the pricing is published.
Tano is a creator programme partner for DTC brands whose creator programme is outgrowing the people running it. It sits between a brand-owned affiliate platform and a creator marketplace: creators get a platform of their own, with codes, earnings, tiers and gifts, and the relationship stays 1:1 with your brand. Tano makes the programme programmatic, always-on, rules-driven and measurable, with agents running outreach, follow-up, programme communication, codes and payments across thousands of creators, and it is run to a revenue outcome.
The same relationships keep producing content. Organic posts build into a library your brand owns, with the history to know which creators and which content sold. The best of it goes into paid with the rights tracked in the platform, where Bloom & Wild saw 125% higher CTR and 13% higher ROAS than from their other creative. And as AI shopping agents start acting on creator content, and Meta's Muse can already turn a saved Reel into a purchase, an accurate, rights-cleared library is what those agents will work from. Because the relationships and the history stay with your brand, all of it compounds instead of being rebuilt campaign by campaign.
How are they different?
On ShopMy your brand is one shelf in the creator's shop. On Tano the creator is in your programme.
A two-sided marketplace. Creators turn a product URL into a commissionable link and curate a storefront across every brand they like. You pay a subscription to discover them, gift them through Lookbooks and track the sales they drive.
The creator's account, audience and earnings history are with ShopMy. The marketplace accelerates access and mediates the relationship, because that is what a marketplace is for.
Every creator joins your programme and the relationship is with your brand. Their platform shows your offer and commission, their tier and what unlocks next, their earnings, their tracked content and the gifts and briefs open to them. A brand-scoped agent works from that creator's own content, performance and programme history, so what it says reflects where they are: approaching a launch, yet to post, missing a code, or ready to move up a tier.
The relationships, the data and the content rights stay with you if you leave.
ShopMy rewards the sale. Tano is built to change what creators do next.
Commission on the sale, through the creator's link. It suits products that convert on one recommendation and creators whose audiences are already in a buying mood. Tiers, regifting and re-engagement are your team's to design and run.
Most products need repeated exposure before they convert, so the programme is designed around the psychology of the product rather than the mechanics of affiliate: which creators post again, when to regift, which activation moves which tier, and how to bring back the creators in the middle who post but have not yet sold.
At Skin+Me, 4 of the 5 top-performing creators were onboarded through Tano.
ShopMy hands your team the tools. Tano's team and agents run the programme, and you approve.
The Affiliate package is $399 a month plus 3.9% of the sales it drives, and your team runs the discovery, outreach, gifting and management. That is a good price for a team with the bandwidth to operate it.
Tano operates the programme rather than handing you a database. Agents run outreach, follow-up and programme communication, codes and payments run through automated workflows, and performance connects to sales through links, codes and your commerce stack. Your team keeps the strategy, the creative judgement and the creators driving the numbers. Bloom & Wild reported 138+ team hours saved a month.
Programmes start at $3,000 a month, and Tano earns a share of the affiliate commission the programme generates, so it is paid on performance. The comparison is with a hire or an agency retainer, not with a software subscription.
Which should you choose?
Choose ShopMy if
- Your creators are curators with high purchase-intent audiences, and a storefront across many brands is how they like to work.
- Your product converts on one recommendation, so the sale is the whole job and there is little a lifecycle programme would add.
- You want affiliate links live this month for $399 plus a percentage of sales, and your team has the bandwidth to run the programme.
- You want gifting through Lookbooks with a Shopify sync, operated by your own team.
Choose Tano if
- Your creator programme is outgrowing the people running it. “One person managing every channel meant outreach capped quickly and consistency suffered.” Skin+Me case study, before Tano
- Your product needs repeated exposure before it converts, so you need creators who post again, not creators who post once.
- You want the relationship, the data and the content rights to sit with your brand rather than with a marketplace.
- Tiers, regifting, re-engagement and payment are eating the week, and you want them run for you. “You've removed all the admin stuff. I finally have time to focus on engagement, and we're on track for our biggest month ever.” Katie McKane, Influencer Executive, Skin+Me
- You want creator content in your paid social with the rights already cleared. Bloom & Wild saw +125% CTR and +13% ROAS against non-Tano ads.
- You want the programme connected to a revenue outcome. HelloFresh saw a 93% uplift in CVR across 4,500 creator collaborations managed by Tano.
- You want a partner rather than a tool. “Tano feels like an extension of our team.” Yasmin MacDonnell, Marketing Manager, Bloom & Wild
ShopMy and Tano side by side
| ShopMy | Tano | |
|---|---|---|
| What it is | Creator commerce marketplace | Creator programme partner: strategy, software and agentic AI |
| Whose relationship it is | The creator's, with ShopMy | Your brand's, with each creator |
| Creator supply | Around 200,000 on the platform | Sourced for your programme from the open market of roughly 250 million creators, including the independent and up-and-coming creators who are not on any marketplace |
| Who does the work | Your team, using ShopMy's tools | Tano's agents run outreach, follow-up, programme communication, codes and payments; your team approves and keeps the strategy and creative judgement |
| Programme design | Commission on the sale, through storefronts and links | Lifecycle: gifting, tiers, regifting, affiliate, paid, re-engagement |
| Creator-side platform | One storefront across every brand | Your programme: offer, tier, earnings, content, gifts and briefs |
| Gifting | ✓ Lookbooks with Shopify sync, run by your team | ✓ Run for you |
| Affiliate tracking | ✓ Through ShopMy links | ✓ Codes and links, managed end to end |
| Re-engaging proven creators | Your team, by hand | Brand-scoped agents, with your team on the high-value moments |
| Creator content into paid ads | Rights agreed per creator | ✓ Whitelisting and content rights available, assets ad-ready |
| Creator payments | Through ShopMy | Automated workflows, run by Tano |
| Pricing | From $399 a month plus 3.9% of affiliate sales | From $3,000 a month plus a share of affiliate commission; paid on performance |
| Data ownership | The marketplace | You: the relationships, the programme history and the performance data |
Common questions
How is Tano different from ShopMy, if creators get a platform on both?
On ShopMy the creator has one account and one storefront, and every brand they work with is a shelf in it. The platform is the creator's relationship. On Tano the creator's platform is your programme: your offer, your tiers, their earnings from you, the gifts and briefs you open to them, and an agent that speaks for your brand. Tano hosts it and runs it with you, and the relationship it builds is between the creator and your brand. That is the distinction, and it is the reason the data and the rights stay with you.
What are the alternatives to ShopMy for brands?
It depends on what you want to own. LTK is the closest like-for-like: a larger creator shopping platform with a consumer app, where the relationship also sits with the platform. Affiliate platforms such as AWIN and Partnerize put the contract with the brand, but they are systems of record and your team still runs the outreach, the tiers and the payments. Agencies run the programme for you and scale by adding people. Tano combines the three: the ownership of an affiliate platform, the creator-side experience of a marketplace, and a team and agents to run it.
Can you run Tano alongside ShopMy?
Yes, and the two are complementary rather than competing for the same creators. ShopMy is strongest with curator creators who are already on the platform and already selling. Tano is strongest at finding the creators who are not there yet: the micro, up-and-coming and independent creators who post about products they use and have never joined a marketplace. Tano recruits them into a programme your brand owns, runs the tiers and regifting that keep them posting, and makes the content rights available so their posts can run as your paid ads. ShopMy carries on giving your curator creators a storefront. Nothing has to be switched off on day one, and brands already on ShopMy are exactly who Tano is built for.
How do you run Tano alongside ShopMy in practice?
Three things to set up on purpose. Attribution: a creator can hold a ShopMy link and a Tano code at the same time, so decide which system is the source of truth for each creator, or keep the two creator sets separate. Rates: creators will push whichever link pays more, so set the commission across the two deliberately rather than letting them drift apart. Reporting: ShopMy reports in its dashboard and Tano in its platform, so agree up front which numbers roll up to the channel view. Tano's team sets this up with you at the start of the programme.
How much does ShopMy cost compared with Tano?
ShopMy's Affiliate package is $399 a month plus a 3.9% fee on affiliate sales. ShopMy's own example is $100 of sales at 15% commission, so $15 to the creator and $3.90 to ShopMy. Higher tiers are priced on request, with a 2.9% fee on the Network Access package and a 15% fee on sponsored campaign budgets. Programmes start at $3,000 a month, and Tano earns a share of the affiliate commission the programme generates, so it is paid on performance. The difference is what the money buys: on ShopMy you still need someone in-house to run the programme, and on Tano the fee covers the people and the agents doing that work. At low volume the marketplace is the cheaper option; as the programme grows, the direct model is.
How soon can creators be posting?
Quickly. Tano sources and onboards the first creators in the first days of a programme, not the first weeks, because outreach, briefing, contracting and gifting run as agent workflows from day one. The programme then builds tier by tier. On ShopMy the timeline depends on how much time your team has for discovery, outreach and gifting.
Can you scale a creator programme without hiring?
On Tano that is the model. The team and agents do the sourcing, outreach, briefing, contracting, payment and re-engagement, so the same marketing team can run hundreds or thousands of creators with graduated human oversight by tier. On ShopMy the creator pool, links and tracking are provided, and your team does the discovery, outreach, gifting and management, so the work grows with the programme.
Which option lets the brand own the creator relationship?
Tano, and any affiliate platform where you contract creators directly. It also makes Tano the lower-risk one to try: every creator is in your programme, so if it is not working for you, the relationships, the programme history and the content rights leave with you. On ShopMy the storefront, the links and the history belong to the marketplace, so if you leave, the creator base you have built stays there.
Why does owning the creator relationship matter more now?
Because shopping is moving into content, and demand for creator content is becoming continuous while most programmes still produce it campaign by campaign. Retail Economics forecasts UK social commerce rising from £9.1bn in 2025 to £20bn by 2030, and Momentum Works and Tabcut estimate TikTok Shop generated $50.3bn of GMV in the first half of 2026, up 92% year on year. In The Influencer Marketing Factory's US dataset, 63% of brand-creator relationships were one-off. A marketplace gives you access to that content. A programme you own gives you a creator base and a content library that compound, and the history to know which creators are worth the next brief.
Can you run creator content as paid ads?
On Tano, by default. Whitelisting permissions and content rights are available in every partnership, and assets arrive ad-ready. Bloom & Wild's Yasmin MacDonnell, Marketing Manager: “Loving this. The ease of requesting paid ads and the clean view of exactly what we have the rights to is brilliant.” On ShopMy, rights for paid use are agreed with each creator.
“Any time we have an idea involving creators, our immediate thought is to use Tano.”