Boohoo Unveils Influencer-Centric Shopping Initiative with LoudCrowd

Boohoo is elevating its social commerce strategy with a new initiative that leverages the power of influencers .

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Yesterday, the British fast-fashion juggernaut announced the Boohoo Collective, an initiative designed to “redefine social commerce” by integrating thousands of creators into the shopping experience on its website.

Created in partnership with software development company LoudCrowd, the program will allow creators to create personal pages on Boohoo.com to curate their favorite products and feature their shoppable TikTok and Instagram content for their followers, Boohoo noted.

Once creators build their page, they can share it—along with discount codes—to earn commissions. They can also earn rewards, access campaign launches before anyone else and are eligible to attend exclusive influencer trips and events. Additionally, creators will have access to a dashboard that visualizes performance metrics such as commissions, traffic and conversion rates.

While the storefronts aren’t live yet, aspiring Boohoo influencers can apply on its website now. Applicants must have an active, public Instagram account, follow Boohoo on Instagram, be at least 18 years old, live in the U.K. and tag Boohoo in every post while visibly displaying its products.

“We believe the big opportunity in influencer marketing is to help brands monetize their influencers more efficiently with high-converting, branded shopping experiences that feature influencers and their favorite products,” Gary Garofalo, CEO of LoudCrowd, told Sourcing Journal. “We have helped hundreds of world-leading brands build smooth, contextual shopping experiences that convert social traffic to customers without sacrificing the native brand experience that builds long-term brand loyalty, and The Boohoo Collective [is no different].”

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By creating this program, Boohoo aims to enhance the value of social traffic to its website by linking social media content with its products and creating a personalized customer journey through its new program.

“We’re excited to partner with LoudCrowd to bring an exciting new shopping experience to our customers, as well as elevating our influencer strategy across our key markets,” said Stephanie Riddell, senior influencer and public relations manager at Boohoo. “We truly believe in the opportunity of this model, and believe that this social-led, personalized approach is the future of fashion e-commerce.”

This initiative was announced just a few weeks after nearly 50 Boohoo Group investors sought over 100 million pounds ($127 million) in damages from the e-tailer due to labor rights violations at its supplier factories in Leicester, which caused its share price to collapse.

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