Orme Aims to Be a ‘Home Base’ for Brands’ Influencer Content

Whether you’re hunting for bargains on Facebook Marketplace, exploring new brands on Instagram Shopping, or discovering trends on TikTok Shop, consumers of all ages are increasingly weaving social commerce into their shopping habits. Worldwide social commerce generated an estimated revenue of $571 billion, Statista reports, and is predicated to surpass $1 trillion by 2028.

Amazon to Launch Discount Marketplace in Latest Ploy Against Shein, Temu

While most marketplaces are extensions of broader social networks, New York-based Orme is carving out its niche as a dedicated shopping platform.

Founded by Artistic Denim Mills CEO Faisal Ahmed and Robert D’Loren , the founder, chairman and CEO of Xcel, the new social commerce marketplace rewards influencers, brands and consumers for content they’re already producing and sharing.

Creators can monetize their influence through short-form videos, an affiliate linking system, a personalized digital shop, and exclusive content. Brands can capitalize on consumers’ appetite for TikTok-style videos and maximize the return on their existing influencer marketing investments. Consumers are rewarded for sharing brand-centric video content with their social network.

Orme offers a 6 percent referral fee for each link shared. The marketplace seamlessly integrates with the top e-commerce and social platforms like Instagram , making it easy for consumers to buy via in-video checkout without disrupting their viewing experience.

“Think of Orme as the home base for all of a brand’s influencer content,” Ahmed said. “We know brands are putting a lot of money into influencer marketing, so we wanted to make it easier for them to get the most bang for their buck. With Orme, brands can amplify the awesome videos their influencers are already making for Instagram, TikTok, and other platforms and put them right into our app. That way, other users can easily find those videos, share them with their friends, and ultimately, help the brand reach even more people and drive sales.”

Since launching in July, Orme has attracted 20,000 users. Among the first brands to partner with Orme are DL1961 , Warp + Weft, Anne Klein, Longaberger, Halston, Judith Ripka, Masami, Cooldown, EP Light, Fused Fine Jewelry, Out East Eyewear, and Paula Deen.

In this conversation with Rivet, Ahmed delves into the impact of video content and storytelling, and how Orme is set to transform the social commerce landscape.

Rivet: What gap does Orme fill in the social commerce marketplace?

Faisal Ahmed: Orme is a brand-new app that’s changing the influencer marketing game. It’s all about short, fun videos where you can shop right from the video itself. And the coolest part? You get rewarded just for sharing the brands you love, not just for making a sale. Our platform combines the best of affiliate marketing, influencer marketing, and livestream shopping into one secure space for fashion, beauty, wellness, pet, and home goods brands. What sets us apart is our exclusive focus on shopping. While other apps include shopping as a feature, we’ve optimized the entire process to drive transactions seamlessly.

Rivet: How does Orme differ from other marketplaces?

FA: Orme stands apart from other marketplaces like TikTok Shop and Instagram Shop by being exclusively focused on social commerce. While those platforms offer shopping as a feature within a broader social media experience, Orme is entirely dedicated to creating a seamless and engaging shopping journey. Our platform is designed to bring together the best elements of social media—like video content and community interaction—with the functionality of a full-fledged e-commerce marketplace.

One of the key differences is our emphasis on rewarding all users, not just influencers, for sharing shoppable content. This democratizes the shopping experience and allows anyone to participate and earn, regardless of their follower count. Plus, our real-time inventory integration means users always know what’s available, making the shopping process more transparent and satisfying. We believe this is a critical feature for a commerce-centered social platform, and it’s a big part of what sets us apart from other companies in this space.

We know that brands often worry about how their products show up on social sites, so we designed a cutting-edge AI filter to automatically weed out negative content. This means off-brand videos will never make it into the public sphere on Orme, giving brand leaders the peace of mind they need to feel confident about our ecosystem. Moreover, we are focusing on attracting “better” and “premium” brands to our marketplace.

Rivet: What feedback are you receiving from brands ?

FA: We’re still in the early innings but so far, we’re hearing that our brand partners appreciate the transparency and security our social commerce marketplace provides. They know that when someone opens the Orme app, they’re coming with a high intent to shop and discover new products, not to aimlessly scroll through memes and funny videos.

Rivet: What makes a video effective?

FA: A video is most effective on Orme when it’s authentic, engaging, and showcases a clear connection between the creator and the product. We’ve noticed that content that tells a story or demonstrates the product in action tends to resonate more with our users. Short, visually appealing videos with a strong call-to-action, such as showing how a product fits into daily life or highlighting unique features, perform particularly well.

As for trends, we’re seeing traction with videos that focus on behind-the-scenes content, product hacks, and personal testimonials. Users love seeing real-life applications and creative ways to use products. Additionally, videos that incorporate humor or unexpected elements tend to get more likes and shares. The key is to keep it genuine and relatable, which is what truly drives engagement on our platform.

Walmart Enhances E-Commerce Offerings for Marketplace Sellers

Rivet: How are you getting the word out to consumers to download and join Orme?

FA: We’re taking a multipronged approach to spread the word about Orme and invite consumers to join our vibrant community. We’re actively fostering a sense of community within Orme, encouraging users to invite their friends and family. We’re building relationships with media outlets and publications that cater to our target audience. We’re exploring collaborations with complementary brands to cross-promote and tap into new user bases. We’re constantly optimizing our app store listings to ensure Orme appears prominently in search results and attracts organic downloads. This includes using relevant search keywords, compelling descriptions, and eye-catching visuals. By combining these strategies, we’re confident that we can create a buzz around Orme and establish it as the premier destination for social commerce and influencer marketing.

Rivet: Do users/content creators need a large following on Orme to earn money ?

FA: Absolutely not! You don’t need a huge following to start earning on Orme. We reward you just for sharing cool videos about brands you’re already into, no matter how many followers you have. It’s really about leveling the playing field and giving everyone a chance to be an influencer, even if you’re just starting out, or the everyday average consumer.

Rivet: How has your experience on the brand and manufacturing side of the apparel industry informed your decisions for Orme?

FA: My experience as CEO of Artistic Denim Mills has been invaluable in shaping my decisions for Orme. Being deeply involved in the brand and manufacturing side of the apparel industry gave me a unique perspective on the challenges brands face in reaching and engaging consumers. I saw firsthand the importance of authenticity, quality, and storytelling in building brand loyalty, and these insights have directly influenced how we’ve designed Orme.

At Artistic Denim Mills , we focused on innovation and sustainability, which are principles I’ve carried over to Orme. We aim to create a platform that not only helps brands showcase their products in an authentic way but also fosters a more transparent and sustainable shopping experience. Understanding the full lifecycle of a product—from design and manufacturing to how it’s marketed and sold—has given me a holistic view that helps guide our strategy at Orme, ensuring we’re creating real value for both brands and consumers.

Rivet: What do you think the future of video and social commerce looks like ?

FA: The future of video and social commerce looks incredibly promising and dynamic. We can expect to see some exciting trends and possibilities coming our way.

First off, we’ll see a deeper integration of social media platforms with e-commerce capabilities, making it even easier for users to shop directly from videos and posts. Advanced algorithms and AI will provide highly personalized shopping experiences, suggesting products based on individual preferences and behaviors.

Video content is also set to become more interactive, with features like clickable product tags, and augmented reality (AR) try-ons becoming mainstream. And we expect other social platforms will follow our lead in providing real-time inventory updates, which gives consumers confidence when engaging with product videos. This will make shopping more engaging and fun.

The purchasing process will be streamlined further with one-click checkouts and integrated payment options, reducing friction in the buying process. User-generated content will play a bigger role in driving sales, as everyday consumers share their favorite products and experiences, adding authenticity to marketing efforts.

The role of influencers will continue to evolve, with micro and nano-influencers gaining prominence due to their highly engaged and loyal followings. Brands will have access to more sophisticated analytics to track the performance of their social commerce efforts, allowing for more effective strategies and better ROI.

And finally, social commerce will break down geographic barriers, allowing brands to reach a global audience more easily.

Overall, we’re looking at a future where video and social commerce are more engaging, personalized, and efficient, benefiting both consumers and brands.

Rivet: What are your long-term goals for Orme?

FA: Our long-term vision for Orme is to redefine the social commerce landscape and become the go-to platform for both consumers and brands. We envision a future where Orme evolves into a thriving ecosystem where anyone can effortlessly share their passion for products and be rewarded for their influence, regardless of their follower count. We want to empower a new generation of micro-influencers and foster authentic connections between brands and consumers. We aim to revolutionize how brands approach influencer marketing by providing them with a centralized platform to manage their campaigns, track performance, and maximize ROI. We believe Orme will be the ultimate tool for brands to leverage user-generated content and harness the true power of social selling. We will continue to invest in cutting-edge technology to enhance the user experience, personalize product recommendations, and create seamless shopping journeys. We’re exploring a range of possibilities, from augmented reality (AR) try-ons to live shopping events and other immersive features to revolutionize the way people shop online.

Ultimately, our goal is to make Orme synonymous with social commerce, a platform that empowers individuals, fosters creativity, and drives meaningful connections between brands and consumers. We’re excited about the journey ahead and believe Orme has the potential to reshape the future of online shopping.

Social Commerce Could Be Boon for Brands This Holiday