You already have to choose what’s for dinner every night (for the rest of your life), and sometimes the thought of making one more decision — even a small one — can cause fatigue.
Perhaps you want to replace the coffee machine you recently broke with a better model, but don’t know where to start. Or maybe you’re trying to find the best walking sneakers for your upcoming Euro trip, but you’re flooded with options.
Wouldn’t it be nice if someone could simplify the process for you? You probably don’t have a personal shopper at your beck and call, but you do have access to the next best thing: curated commerce.
With curated commerce, your favorite stores and products — and future favorites — are thoughtfully curated in a centralized place, doing the legwork for you.
Learn what curated commerce is all about, with tips and tricks for providing shoppers with the convenience and personalization they desire.
What Is Curated Commerce and Why Does It Appeal to Shoppers?
Curated commerce is a shopping model that combines personalization with curation, simplifying buying decisions. Consumers can discover new brands, purchase from tried-and-true favorites, and even track their purchases all in one place.
While in-store shopping is still a popular discovery and purchase channel, it doesn’t necessarily provide consumers with the same level of personalization and ease as online shopping.
According to upcoming Salsify consumer research, shoppers purchase online instead of in-store because of:
- Convenience (64%)
- 24/7 shopping availability (39%)
- Customer ratings/reviews (36%)
- Personalized product recommendations (12%)
Curated commerce encompasses all of these factors and more, offering shoppers handpicked options on a silver platter.
3 Examples of Successful Curated Commerce
Shop, ShopMy, and TikTok Shop are three of the most popular curated commerce destinations. Each app offers a unique take on curation from industry experts, influencers, and brands.
1. Shop Offers Convenience
Owned and operated by Shopify, Shop allows shoppers to complete their entire shopping journey (from discovery to research and tracking) either in the app or through the website.
Shoppers can navigate by brand storefront, category, exclusive offers, search terms, and more.
According to Shop, 48% of shoppers have bought from a new brand. While this is an exciting opportunity to capture new customers, how do you get them to become repeat purchasers? By offering engaging, detailed experiences every time.
Salsify research shows that product images and videos are the most important product page elements for 61% of shoppers, followed by pricing and availability (60%). A product experience management (PXM) platform helps ensure that shoppers are always viewing the most accurate and up-to-date product data.
2. ShopMy Offers Trustworthy Picks
Curation is the name of the game on ShopMy, and the team is damn good at it, evidenced by the recent $70.5 million in funding at a $1.5 billion valuation, according to PR Newswire. The company’s tagline is: “Curated by the obsessed, not the algorithm. Shop the recommendations of the world's most trusted curators.”
According to upcoming Salsify consumer research, 52% of shoppers primarily discover new products and brands on social media (i.e., TikTok, Instagram), and 23% have made purchases based on influencer recs.
This makes sense considering “It’s linked in my ShopMy” is one of the most popular replies on social media when followers ask creators for product links.
ShopMy allows you to choose who you receive recommendations from, whether they’re an individual you admire or a “circle” or group of tastemakers. ShopMy also allows you to create a taste profile by hearting, or liking, 25 different products to generate even more personalized recommendations.
Image Source: ShopMy
According to the “Ecommerce Pulse Report: Q4 2024” from Salsify and the Digital Shelf Institute (DSI), 37% of shoppers say they buy more often because of personalized recommendations.
ShopMy leans into the power of personalization, promising brands they can “scale through word-of-mouth infrastructure that replaces ads with authentic recommendations.”
3. TikTok Shop Offers Honest Customer Reviews
TikTok Shop is a hub where brands and TikTok creators can sell products. TikTokers often create user-generated content where they explain how the product works and benefits them, including a link to the shop.
According to Salsify’s upcoming consumer research, 48% of shoppers are more likely to trust a brand if there are positive customer ratings and reviews. And shoppers certainly love giving and receiving recommendations: In the last year, 63% of shoppers have left a product rating or review, says the “Ecommerce Pulse Report: Q4 2025,” from Salsify and the DSI.
TikTok Shop also leans heavily into limited-time discounts, a tactic that gets 62% of shoppers to purchase.
Image Source: TikTok Shop
Buying on TikTok Shop is also convenient and can be done in-app, ensuring a frictionless interaction.
Wow Shoppers With a Curated Experience
Shoppers have to make a million little decisions every day. Remove some of their stress by making shopping fun again and adding in some pizzazz.
Partner with brand ambassadors or influencers who genuinely love your products and want to share their enthusiasm with the world. Provide the best possible experience with the help of a PXM solution. Really think about how you want to curate the curated experience. Your customers will thank you for it.
Ecommerce Pulse Report: Q4 2025
Want more insights for a strong first quarter? Download the latest ecommerce pulse report.
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