Condé Nast launches Vette to tap $200 billion creator economy with AI-powered storefronts

Condé Nast will launch Vette to reinvent influencer-led shopping with creator storefronts and seamless direct-to-consumer experiences.

What Makes Vette Different

Launching in early 2026, Vette is designed as a creator-focused marketplace that allows influencers and editors to build curated boutiques without managing inventory or fulfillment. Condé Nast’s new solution handles checkout, logistics, and drop-shipping, letting creators focus on what they do best—merchandising and fostering loyal audiences. The platform promises a seamless alternative to high-friction affiliate links, and its backend connects brands, creators, and fans all in one place.

Lisa Aiken, SVP of commerce at Condé Nast and Executive Fashion Director of Vogue, said:
“Our vision is to reshape how people shop by uniting trusted voices, top-tier global brands, and AI-powered creator tools into one seamless, content-driven marketplace platform. Vette is a new eco-system: creators owning their businesses, brands finding powerful new growth channels, and shoppers discovering products through the cultural voices they trust. I believe this is the future of commerce – where influence, distribution and community come together in one place.”

A Win-Win-Win for Creators, Brands, and Fans

Unlike affiliate programs, Vette offers direct data access and improved revenue share to creators—helping content producers build real businesses and tap additional streams like retail media and brand partnerships. For brands, Vette offers built-in, AI-driven merchandising, inventory feeds, and marketing dashboards. It’s a new go-to-market model at a time when wholesale margins are under pressure and DTC costs are high. Shoppers benefit from a more personal, taste-driven, and interactive e-commerce experience, where trusted cultural voices shape what’s in store.

Roger Lynch, CEO of Condé Nast, said:
“Over the last five years we’ve made investments in our commerce capabilities and have seen major growth every year as a result. Now, we’re building on that foundation with Vette, a model that helps creators thrive and brands grow stronger connections with consumers. It’s a step that sets a new standard for what the future of commerce can be.”

Strategic Timing and Industry Impact

Vette launches into a booming creator economy currently valued at over $200 billion and growing at 23% CAGR through 2033. With more shopping discovery now happening through people than through brand sites or affiliate lists, Vette will compete against established platforms like LTK and ShopMy while leveraging Condé Nast’s editorial authority, data transparency, and global brand relationships for unique differentiation. Analysts view it as a bold pivot—part content, part commerce, and all about building trust and community.

Looking Forward

Condé Nast’s move signals a content-to-commerce shift for publishers, but the platform’s real value will rest on execution, discoverability, and creator economics. With a vision for seamless global shopping, curation, and audience ownership, Vette could set the standard for influencer-led retail—where taste and trust turn into transactions at scale.

Vette’s early 2026 debut is poised to change how shoppers discover and buy, aligning the power of creator relationships with the credibility of Condé Nast in the ever-evolving landscape of e-commerce.