This story was first published by Digiday sibling Modern Retail.
American Eagle. Rare Beauty. The RealReal. These are some of the biggest brands that have, within the past year, launched their own Substack newsletters.
They’re now joined by e-commerce technology provider Shopify, which on Oct. 20 penned the first installment of its brand-new Substack newsletter, dubbed “In Stock.” With a market capitalization of more than $224 billion, Shopify is also — by far — the biggest company to launch its own branded newsletter on Substack. By comparison, American Eagle and The RealReal have a market value of $2.80 billion and $1.37 billion, respectively. What’s more, while fashion and beauty brands dominate Substack, raising questions about saturation on the platform, Shopify is the first company of its kind — an e-commerce platform — to take the plunge.
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