Euka carries its TikTok Shop affiliate program onto Instagram through Shopify

Sending a sample is one row in a spreadsheet. Confirming the creator posted, matching that video to the orders it produced and paying a percentage on those orders is where one row stops being enough. Euka's Shopify connection covers that stretch: samples out, affiliate links generated, purchases tracked, payouts managed ^[13].

The brand-facing pitch leads with discovery, with search by product fit, audience and performance, plus automated outreach and a shared inbox for invitations and approvals ^[12]. Euka's own numbers put the working roster well below the searchable pool. It indexes more than 4 million creators ^[9] and says 55,000 are actively working through its creator app ^[10], about 1.4 percent ^[20]. The constraint is a creator who takes a brief, ships a video and gets paid without a person chasing each step.

More than $4 billion in gross merchandise volume across over 17,000 brands ^[5] averages roughly $235,000 per brand since the company was founded in 2024 ^[19][4]. Euka also says it runs the affiliate operations of 6 of the top 10 TikTok Shop brands ^[6], and that one customer, the apparel company Comfrt, has a community of 600,000 creators ^[7]. Those two facts pull the average hard toward the top of the customer list. Most of the 17,000 are running programs a spreadsheet still survives.

"Euka is the operating system for creator commerce, and people buy from people," CEO Jeremy Ding said in a statement ^[11]. The phrase came back from the beta tester. Julia Carter, an Affiliate and Partnerships Growth Leader at True Classic, said the company "jumped at being one of the first to test the Instagram and Shopify beta" and that "having our entire creator and affiliate program in one omnichannel operating system gives us real efficiency and a full view of our program that we never had before" ^[15]. What she names is coordination cost and visibility, with no mention of incremental sales.

The other half of the product faces creators: a marketplace of vetted brands, pitching tools, coaching on pricing and video hooks, and automated links, approvals and payouts ^[17]. Euka says its top creators earn $100,000 a month ^[18]. On the brand side, a Meta ads integration lets brands run TikTok content as ads on Meta's platforms ^[16], and the company has said a YouTube integration is in the works ^[2].

A brand can work out whether any of this is its problem by splitting last month's affiliate hours into two buckets: hours spent finding creators, and hours spent on sample logistics, chasing replies and settling commission disputes. When the second bucket is bigger, software like this is replacing work someone is already being paid to do by hand. When the first is bigger, an index of 4 million names ^[9] will not fix a brief nobody wants to accept. After switching, check the share of the roster that ships a second video.