[madhuri_gb]

While we are already seeing a lot of mixed carts indicating that a two-sided effect is achievable, our current model assumes that creators will funnel in the majority of traffic to their own stores. The creators we work with have already build a direct channel with a fairly large and unique set of people (anywhere from 50K-millions). Size and other parameters of their audience is what determines whether this is a suitable fit for them. Since we rely on data to make that decision, a strong social media presence is necessary at the moment.