TL;DR:
Later has surpassed $2.4 billion in annual GMV run rate and delivered $250 million in cumulative creator payouts, one year after acquiring Mavely.
Creator-driven campaigns generated $50 million in sales during Black Friday and Cyber Monday, with Mavely creators earning $3 million in four days.
Major enterprise brands like Southwest Airlines are choosing Later's unified platform for full-funnel creator marketing with measurable ROI.
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One year ago, we made a bold move: Later acquired Mavely, the Everyday Influencer Platform, to create the most comprehensive creator marketing infrastructure in the industry. Today, we're sharing the results of that vision coming to life.
Later has surpassed $2.4 billion in annual gross merchandise value (GMV) run rate, up more than $1 billion since 2024, and delivered more than $250 million in cumulative creator payouts across both platforms. These milestones, covered today by EMARKETER, demonstrate that influencer marketing has evolved from experimental budgets into a measurable performance channel that drives real revenue for brands and real income for creators.
Black Friday proves creator marketing is a core performance driver
The momentum behind these numbers became undeniable during the recent holiday shopping weekend. Creator-driven content across Later and Mavely generated more than $50 million in sales during Black Friday and Cyber Monday alone. Creators on Mavely earned $3 million in just four days, underscoring the economic power of the platform for everyday influencers who are building sustainable businesses through authentic brand partnerships.
"Later has become an important partner in helping our team manage creator programs more efficiently and has enabled us to see consistent growth and success," said Brandi Briggs-Freeman, Social and Influencer Manager at Southwest Airlines. "The combination of their platform, data, and services give us a clearer visibility into performance and help us streamline how we work across channels so we can move quickly and strategically at scale."
Southwest Airlines is among the latest major enterprise brands to partner with Later, joining a roster of more than 3,000 leading brands and retailers who rely on the platform to activate creator campaigns that deliver measurable business outcomes.
Building the infrastructure the creator economy needs
What sets Later apart is the depth of our platform? We've unified influencer marketing, creator commerce, and AI-driven intelligence into one comprehensive system that takes campaigns from discovery through checkout. Brands get access to workflow tools, affiliate infrastructure, predictive analytics, and full-service campaign management. Creators get the technology, brand partnerships, and fair compensation they need to build real businesses.
The Mavely creator community has grown to more than 180,000 creators who collectively generated more than 100% year-over-year GMV growth. These creators represent a new middle class in the creator economy: everyday influencers who consistently earn income through performance-driven partnerships and authentic content tailored to loyal, engaged audiences.
"Working with Mavely by Later has completely transformed how I earn and support my family," said creator Taylor Moore. "As a mom of three, the platform has given me real economic freedom and the ability to build long-term partnerships with brands I love. It's brought stability, consistency, and the confidence to scale my income in ways I never imagined possible. Before Mavely, I made just enough to help with diapers and groceries. Now I am my family's primary income."
AI and data intelligence driving the next phase of growth
Later's momentum is supported by continued product innovation. We recently launched Later EdgeAI, our predictive intelligence engine built on a decade of proprietary influencer and commerce data. Later EdgeAI forecasts campaign performance, optimizes creator selection, and provides brands with the insights they need to make smarter decisions about where to invest their creator marketing budgets.
This combination of technology, scale, and performance has earned Later recognition as a Leader in the G2 Winter 2026 Reports for the fifth consecutive year in Influencer Marketing Platforms, with our first recognition for Affiliate Marketing following the Mavely acquisition. This dual recognition reinforces our position as the category leader in full-funnel creator marketing and commerce.
What this milestone means for the industry
The success of the past year signals a broader shift happening across marketing. Enterprise brands are consolidating their influencer marketing programs onto platforms that offer scale, intelligence, and the ability to drive measurable business outcomes. They're choosing systems like Later that can handle everything from discovery and campaign management to commerce enablement and performance attribution.
"Later is setting the pace for the next decade of influencer marketing," said Scott Sutton, CEO of Later. "The success of the Mavely integration, combined with our expanding roster of global partners, signals a clear shift in the market. Enterprise brands are choosing Later because we offer the scale, AI tools, data intelligence, and full-funnel infrastructure that no other platform can match. This is only the beginning as we redefine what influencer marketing can deliver."
As we look ahead, the opportunity is clear. Influencer marketing has crossed the threshold from trend to business-critical strategy. The brands that recognize this shift and invest in the right infrastructure will be the ones defining what growth looks like in the years to come.
Ready to see how Later can transform your influencer marketing strategy? Book a demo with our team to learn more.
