The way people find and buy products online is changing.

Instead of beginning with a product name typed into Amazon or Google, shoppers are increasingly discovering brands while scrolling through social feeds, watching short videos and following creators whose recommendations shape what they buy. 

In this new retail landscape, attention comes before intent, with creators becoming the new front door to products consumers may not yet know they want.

Research from influencer-commerce platform LTK found that 73% of Gen Z and 57% of millennials rely on creators when making purchase decisions. It also found that consumers place more trust in brands when creator content shows how products are used, while video recommendations generate stronger sales than static posts.

SuperOrdinary sits at the centre of this shift, connecting brands, creators, and digital marketplaces from its Los Angeles base, with operations across the US and Asia and a growing presence in Latin America through new offices in Mexico, Brazil, and Argentina.

“Previously, infrastructure meant roads, railways, and logistics. The next generation of distribution infrastructure runs through the creator,” said SuperOrdinary founder and CEO Julian Reis.

“By investing in SuperOrdinary, you get exposure to that extraordinary growth,” said Reis, who founded the company in Shanghai in 2017 after seeing creators in China use mobile devices and livestreams to sell products at a scale that had yet to reach Western markets.

Today, SuperOrdinary has grown into a global social-commerce business with more than 300 employees, over 200 brand partners and a creator network numbering in the millions.

Its core business is helping brands turn social-media discovery into sales by placing products inside entertainment, demonstrations, educational videos, and creator recommendations that guide consumers directly to purchase.

“A lot of brands are suffering on traditional channels such as Google Search and Meta performance advertising because consumers aren’t using traditional search to find products in the same way anymore,” Reis said.

“SuperOrdinary gives brands the content, creator relationships, technology, and operational support they need to find new momentum on social platforms.”

Reis said a typical brand may generate between 20 and 50 pieces of content a month across its social channels. SuperOrdinary can produce more than 10,000 pieces for an individual brand by activating its global network of creators and affiliates.

That volume is critical because algorithms used by platforms such as TikTok, Instagram and Amazon continuously test which creators, videos, messages, and products attract attention.

Reis said SuperOrdinary currently manages 42 brands on TikTok and has about 40 additional brands in its pipeline.

One unnamed hair-care brand illustrates the potential growth created by the platform.

“We took a hair-care brand that was doing close to US$50,000 a month and, six months later, it was doing close to US$2 million a month in revenue,” Reis said.

Beyond helping brands grow across TikTok Shop, Amazon, and other digital marketplaces, SuperOrdinary makes money through monthly retainers, commissions, and a growing creator platform.

Its other growth pillar is Fanfix, which SuperOrdinary acquired in 2022 which lets creators earn directly from subscriptions, premium content, paid messaging, and livestreams. Fanfix generated more than US$100 million in annual gross merchandise value as of December 2025, had about 2,000 active creators and is projected to account for 42% of Superordinary’s 2026 revenue.

“Today we have more than 300 employees, we’re quickly approaching US$300 million in net revenue and we’re profitable,” Reis said.

SuperOrdinary now supports more than 200 brands across beauty, consumer, and lifestyle categories and has moved into a 28,000-square-foot Los Angeles facility equipped with content and livestreaming studios.

While the US remains SuperOrdinary’s largest immediate opportunity, but the company is also expanding into Mexico, Brazil and Argentina.

“Our top priority will be the United States because there is an enormous amount of runway ahead of us, but Latin America is a very exciting market,” Reis said. The company is also considering entry into the Middle East as it increases the number of markets where it can apply the operating knowledge developed in China.

As part of its growth trajectory, SuperOrdinary is inviting creators, operators and partners to become stakeholders through a private placement of up to US$50 million in 7% convertible securities, which are expected to convert into common shares at a 25% discount to a planned initial public offering.

"Creators aren't just the marketing channel anymore, they are the infrastructure of modern commerce. At SuperOrdinary, we've built the system that helps turn their influence into global distribution. Now, through ownership, we're working to better align the people driving growth with the value they create,” said Reis.

After SuperOrdinary was named a Top Pick at CEM’s Bermuda Capital Event, founder and CEO Julian Reis outlined the company’s creator-led model, international expansion plans and route toward a public listing.

“Previously, infrastructure was normally considered to be roads, railways, and logistics. The next generation of distribution infrastructure runs through the creator.

If you think of the creator layer as infrastructure, that is what we have built. It is an enormous network that allows brands to create content and sell products.

It is something no individual brand or company can build by itself. By working with hundreds of major brands, we gain a level of intelligence that helps us make better decisions about how brands scale, which creators they should work with, and where the opportunities are.

A normal brand may generate 20 to 50 pieces of content a month. We are generating more than 10,000. To connect, communicate with, and activate millions of creators requires significant technology and operating capability.”

“Our growth is determined by the levers we can pull, and one of the largest is onboarding more brands into the ecosystem.

Today on TikTok, we manage 42 brands, which is already close to our budget for 2026. We have about another 40 brands in the pipeline, so there is a very strong opportunity for us to execute.

Our focus is always on performance for the existing portfolio first. The opportunity is not simply to add brands. It is to show that we can scale them successfully.

We are also launching in Latin America, building additional capabilities and considering strategic acquisitions that can strengthen our position in the US.

The business is asset-light and we believe it can become a strong cash-flow-generating company over the next several years.”

“The main things to watch are the continued onboarding and performance of brands, the growth of Fanfix, our expansion into Latin America, and the capacity we are building to manage a larger operation.

We have moved into a new 28,000-square-foot facility in Los Angeles with studios that allow us to produce more content and support more brands.

We are also looking at other markets, including the Middle East.

Our intent is eventually to become a public company because we think there is an opportunity to represent the global TikTok commerce thesis for investors.

The timing depends on the market. There is a large disparity today between AI companies and everyone else. When the dust settles, investors will begin looking again at companies like ours that are generating real revenue, real profit, and have strong long-term growth behind them.”

The 7th Annual TSX Venture Growth Capital Event will take place July 17–19, 2026, at the Delta Grand Okanagan Resort in Kelowna, British Columbia. This gathering will mark another milestone for CEM as it stages its 100th Capital Event. Built around curated one-on-one meetings, high-value networking, and relaxed relationship-building through golf and wine tours, the event creates a focused setting for companies to tell their story, build investor interest, and open new conversations.

Warm Regards and Happy Investing,

Fabian Dawson

Each week, CEM Partner and Portfolio Manager, Ryan Iverson, spotlights the ideas and companies sparking investor interest form emerging growth stories to the Top Pick featured across CEM’s Capital Events. This series brings real insights from the annotators shaping tomorrow’s markets and reveals where investors are finding the next breakout opportunities.