Euka raises $5M seed to take its TikTok Shop playbook to Instagram
What's the deal? Euka AIDealroom has a profile for this one. Try Dealroom →, a startup that helps brands find and hire creators to sell products, has raised US$3.24M seed round from Susa Ventures and Creator VenturesDealroom has a profile for this one. Try Dealroom →. The company is using the moment to expand beyond TikTok Shop, launching an Instagram integration that connects creator campaigns to brands' Shopify stores.
What's the endgame? Euka wants to run the same playbook everywhere people discover and buy. Instagram is the first step, with YouTube planned next.
What does it do? The platform brings creator workflows — finding partners, sending samples, distributing affiliate links, tracking orders, and handling payouts — into a single system. Its AI tools cover creator discovery, vetting, and outreach, and links route through Euka's servers to attribute purchases and calculate commissions.
The company says more than 17,000 brands use the platform, which has driven over $4 billion in gross merchandise value since 2024. Its creator-facing app serves 55,000 creators, and its discovery database indexes more than 4 million.
Why it matters: Managing creator relationships gets complicated fast, and each new platform adds another set of campaigns to track. Euka's pitch is that a shared system makes attribution — knowing which relationships produce sales — easier as campaigns spread across channels.
Apparel brand True ClassicDealroom has a profile for this one. Try Dealroom → tested the Instagram and Shopify integration. Julia Carter, its affiliate and partnerships growth leader, said in a statement that combining programs gave the team "a more complete view" of its activity and a way to extend TikTok partnerships into other channels.
Why now? "We turn thousands of authentic creators into a brand's highest performing sales channel, starting on TikTok Shop and now everywhere interest based discovery drives buying," said co-founder and chief executive officer Jeremy Ding. Euka's founders previously worked at ByteDance, DoorDash, Amazon, and Microsoft.
The signal: The $5 million round sits in the top 6% of all-time US seed rounds in marketing, a sign of investor appetite for creator commerce tooling. The Instagram launch will test whether the tools that built a business around TikTok Shop can support campaigns across other platforms — and whether brands find them easier to run and measure.
Read more: citybiz.co
Image credit: Generated with Gemini
