Condé Nast’s Vette Bets on $200 Billion Creator Economy with New AI Shopping Platform

Creator Commerce Gets a Marketplace Makeover Lisa Aiken, Condé Nast’s SVP of commerce and Vogue’s executive fashion director, spearheads Vette’s launch as a strategic pivot away from traditional affiliate programs and toward direct creator-powered retail.

As she explains, affiliate is “high friction”; Vette aims to create “a new route to market” at a time when wholesale models are squeezed and direct-to-consumer (DTC) costs soar. Over the past 5 years, Condé Nast’s commerce revenues have grown about 200%, a testament to shifting consumer dynamics.

New Tools for Brands and Creators Vette will offer AI-driven merchandising and marketing tools, built-in inventory feeds, and dashboards to streamline the backend for small creator teams. Brands benefit from alternative distribution channels while creators can run e-commerce boutiques without inventory or operations staff.

“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,” says Lisa Aiken. “Vette is a new eco-system: creators owning their businesses, brands finding powerful new growth channels, and shoppers…