Euka Expands its Operating System for Creator Commerce with Instagram Launch & Funding

The era of manual creator management, endless DMs, messy spreadsheets, and fragmented performance tracking, is rapidly giving way to enterprise-grade infrastructure. 

Euka, the affiliate marketing platform behind 6 of the 10 biggest brands on TikTok Shop, today announced its expansion to Instagram paired with direct Shopify-connected fulfillment. 

Founded in 2024 by ByteDance and DoorDash alumnus Jeremy Ding alongside former Amazon and Microsoft engineer Kevin Wang, the platform is transitioning from a TikTok viral engine into a full-funnel operating system for creator-led retail.

The $4 Billion Blueprint

Backed by a $5 million seed round led by Susa Ventures with participation from Creator Ventures, Euka has scaled rapidly. The platform indexes over 4 million creators and powers more than 17,000 brands, ranging from indie DTC labels to Fortune 500 companies, including brand engines like Comfrt’s 600,000-creator community. 

Having generated over $4 billion in total gross merchandise value (GMV), Euka accounted for roughly 5% of all TikTok Shop sales, recently earning TikTok’s 2026 Catalyst Award for driving the highest incremental GMV increase for brands.

“People buy from people,” says co-founder and CEO Jeremy Ding. “We turn thousands of authentic creators into a brand’s highest-performing sales channel, starting on TikTok Shop and now everywhere interest-based discovery drives buying.”

Solving Omnichannel Friction

While social commerce validated creator-driven sales, brands managing multiple platforms often hit an operational ceiling. Euka replaces fragmented workflows with a single creator CRM, unifying discovery, messaging, fulfillment, and payouts across platforms:

• Shopify-Connected Fulfillment: Manages sample distribution, tracking, and payouts directly through a brand’s existing Shopify setup.
• Unified Attribution & CRM: Proprietary links resolve on Euka’s servers, providing real-time attribution per creator while allowing brands to migrate legacy programs in bulk without breaking active links.
• AI Outreach & Intelligence: Automates creator invites, follow-ups, and inbox management across TikTok and Instagram DMs while surfacing high-performing narrative hooks.
• Paid Media Synergy: Integrates with Meta Ads to instantly repurpose top-performing organic TikTok content into high-converting paid campaigns.

Enterprise ROI Meets Creator Wealth

For enterprise brands, the multi-channel capability consolidates fragmented spend. “Having our entire creator and affiliate program in one omnichannel operating system gives us real efficiency and a full view of our program,” says Julia Carter, Affiliate and Partnerships Growth Leader at True Classic. “It allows us to take our established scale on TikTok and open the floodgates to thousands of new creator partnerships across new channels.”

The economic engine extends to Euka’s creator app, which connects 55,000 creators to vetted brand deals, real-time pricing strategy coaching, and automated payouts. Top-performing creators on Euka generate over $100,000 per month, with more than 1,000 creators earning upwards of $25,000 monthly.

As Susa Ventures Partner Misha Gordon-Rowe notes, the system turns social affiliate marketing “from an art into a science.” With YouTube integration slated as its next step, Euka is establishing the core software layer for how products will be discovered and sold across the modern internet.

Brands and creators can learn more at https://euka.ai/.