Ghost commerce is a strategy of online selling which involves selling goods and services without establishing a physical presence. Unlike other ecommerce strategies, which would require companies to create a store on a platform like Shopify, or a storefront on a marketplace like Amazon, Ghost Commerce eliminates the need to manage an online store.
Essentially, a ghost commerce startup promotes products and directs customers to other retailers, without building a store or developing their own product1. The term “ghost” simply refers to the fact that these businesses don’t have a specific online presence as a retailer. They exist only in the digital realm, as advocates facilitating the sale of products from merchants, manufacturers, and other companies.
Ghost Commerce is both a sales strategy, and a marketing strategy in one. It’s ideal for members of the creator economy, who know how to utilize influence and connections with customers to facilitate sales. Business owners in the ghost commerce landscape invest not in building their own store, but in developing relationships with a community that facilitates sales.
Ghost Commerce involves forming partnerships between brands and publishers or influencers, allowing them to promote products or services in a more organic and friendly manner, without relying on traditional affiliate links. In Ghost Commerce, the payment structure varies from affiliate marketing. Instead of earning commissions based on tracked links and purchases, influencers in Ghost Commerce are directly paid by brands based on the performance of the content they create and promote.
This payment model provides more flexibility and allows for a broader range of monetization methods. One significant difference between Ghost Commerce and affiliate marketing lies in disclosure. Affiliate marketers are typically required to disclose their relationship with brands or products to their audience, ensuring transparency and remain compliant. However, Ghost Commerce does not enforce such disclosure requirements, sparking debates about transparency and trust
