Creator technology firm Flagship pulled the shutters on its e-commerce marketplace, with July 16 marking the final day of sales. The company pivots its business model toward Radar, an AI-powered search engine connecting brands with creators.

“Most creators—even highly effective ones—prefer creating content over running a storefront, and it was harder than expected to get them excited about promoting new or unfamiliar brands,” Youssef Ahres, co-founder and CEO of Flagship, told ADWEEK. He cited difficulties for creators to drive consistent sales.

The platform, launched in 2023, attracted over 1,000 creators and 500 brands during its operation. Some creators earned more than $200,000 annually through the marketplace, according to Ahres.

Caroline Moss, host of the shopping newsletter and podcast “Gee Thanks, Just Bought It!” utilized Flagship for her storefront. Moss expresses sadness about the closure in a blog post, praising the platform’s ability to connect her audience with small businesses and noting that “it gave us a home that aligned with our values.”

Shifting Business Focus

Flagship redesigns its website to promote Radar, its new AI-powered creator search tool. “We’re committed to building tools that help creators earn from their influence,” Ahres revealed.

The startup originally positioned itself as a competitor to affiliate giants like LTK. Flagship raised undisclosed seed and Series A funding from investors including Sequoia Capital and Index Ventures, who continue to back the company through its transition.

The marketplace closure suggests challenges for affiliate linking startups as major platforms like TikTok launch their own e-commerce features and integrate Amazon shopping directly.