Navigating Social Commerce: Xcel Brands' Evolution

This chapter explores the inception and growth of Xcel Brands as a leader in merging shopping, entertainment, and social media, particularly through their innovative platform, Orme. It discusses the transition of influencers from brand promoters to creators, and the challenges faced by traditional media in adapting to the digital landscape. The narrative emphasizes the importance of tracking sales attribution and creating effective compensation models for content creators in the evolving social commerce ecosystem.