LATEST DEVELOPMENT
Social commerce platform Howl, founded by Li Haslett Chen, has generated $1.1 billion in creator-driven sales over three years by expanding the creator economy beyond traditional beauty and fashion categories into gaming, consumer technology, and wellness products through partnerships with major brands.
INDUSTRY TALK
"Social commerce has exploded into a $100 Billion dollar market, but it's been artificially constrained to beauty and fashion. We built Howl to capture the enormous opportunity in gaming, consumer technology, and wellness."
BY THE NUMBERS
Platform achievements include:
$1.1B in total creator-generated sales since 2022
20,000+ creators earning revenue on the platform
$100M+ earned by creators since platform launch
$100B total social commerce market opportunity
Partnership with major brands including Samsung, Nintendo, LG, Sony, and Nike
PRODUCT EXPANSION
Top revenue drivers include:
Nintendo Switch 2 and gaming accessories
Sony noise-cancelling headphones and consumer electronics
Oura 4 Smart Ring and wellness technology
Nike Vaporfly running shoes and athletic gear
Pokémon cards, WiFi routers, OLED TVs, and kitchen appliances
PLATFORM FEATURES
Technology advantages include:
Real-time, product-specific sales and SKU insights for retailers
Transparent dashboard showing creators exactly what sold and when
End-to-end solution with creator matching and campaign management
Clear commission rates with no hidden fees
Integration with retail media networks for scalable measurement
THE BOTTOM LINE
By expanding creator commerce into previously underserved categories like gaming and consumer tech, Howl is positioning itself at the center of a fundamental shift in how products reach consumers—demonstrating that the creator economy's true potential extends far beyond traditional lifestyle content into the modern essentials that drive significant purchasing decisions across diverse audiences.