ShopBack is making it easier for brands to see how creator content is driving sales. The mobile-first shopping and rewards platform launched SparkHub this week, which the company describes as an AI-powered creator platform “that helps brands partner with creators and track the purchases their content drives.”
The focus is on Generation Z and college-age consumers.
ShopBack has 20 million active users across 13 markets. SparkHub connects creator content to tracked sales inside its ShopBack app. The app is where consumers earn cashback on purchases that are inspired by people they follow. “For brands, the platform creates a clearer link between creator content, shopper action and tracked sales,” the company said in a statement. “See it on creators, shop it on ShopBack.”
“Younger shoppers already discover products through people they follow and trust,” said Carolina Paradas, general manager of North America at ShopBack. “SparkHub helps brands show up in those moments with creators who fit their audience while giving shoppers cashback when they buy through ShopBack. It makes the exchange clearer for everyone: creators can earn from their influence, shoppers get rewarded and brands can connect creator content to real customer activity.”
The company said there are two ways for creators to participate on the platform. “Spark Ambassadors share referral links and earn when people they refer join ShopBack and make a first purchase,” the company said, adding that Spark Creators can apply to paid opportunities or create content with SparkHub’s AI Studio as well as use AI-assisted drafting tools and earn through campaign participation and tracked shopper activity.
ShopBack said the platform formalizes creator activity that is already gaining momentum in U.S., which includes work with student creators, Spanish-language creators, NIL athletes and Generation Z content creators. The SparkHub launch is nationwide. Early recruitment focused on students and younger shoppers in Texas via ShopBack’s partnership with University of Texas Athletics.
As part of the rollout, ShopBack said it named Faith Ward, a Dallas Cowboys cheerleader and featured cast member of Netflix’s America’s Sweethearts, as SparkHub’s Q4 ambassador. The company said Ward will mark the announcement at the Texas Longhorns’ home game against Florida in Austin on Saturday, Oct. 17. “She will create content throughout the holiday shopping season and will help introduce the platform to a national audience heading into Black Friday and Cyber Monday,” the company said.
“Faith has built the kind of community that makes creator marketing work: people follow her because they trust her taste, her routine and the way she shows up,” Paradas said. “SparkHub gives brands a way to partner with creators who have that kind of connection while giving shoppers cashback when they buy through ShopBack. It makes discovery feel more useful for shoppers and more measurable for brands.”
Brand partners on SparkHub include Sephora, Belk, Meta Glasses, Foot Locker and Gap. The brands can make their profiles discoverable, the company said, noting they can use AI-assisted discovery to find creators and send campaign briefs as well as approve content and track purchases generated through ShopBack links.
“For creators, SparkHub provides tools to manage campaign work from brief to post,” the company said. “Creators can browse campaigns, review tasks, draft and refine content, create tracking links and monitor results and earnings through a dashboard. AI Studio helps creators move from a brand brief to a reviewed post and tracking link without leaving SparkHub, while keeping the creator in control of the final content, voice, facts and disclosure before it goes live.”