社交媒体平台 ShopMy 的兴起使传统网红圈子之外的个人（包括科技从业者和风险投资人）能够通过在个人社交圈中分享商品连结，赚取 10% 至 30% 的品牌佣金。这一趋势使同侪推荐变现，创造了有利可图的副业，但也使得朋友和邻里之间产生了信任鸿沟。

这种商业化在育儿社群中非常明显，例如一个拥有超过 1,000 名家长的地方 WhatsApp 群组，成员们经常分享高价婴儿用品的联盟行销连结。这些商品包括售价超过 700 美元（约 700 USD）的安全汽座，以及价格分别为 600 美元、900 美元甚至 2,000 美元（约 600、900 和 2,000 USD）的各式婴儿推车，模糊了真诚建议与经济利益之间的界线。

反映这种口碑商业规模的是，ShopMy 最近在获得来自 Avenir、Bain Capital、Bessemer 和 Menlo Ventures 等主要投资者 7,000 万美元（约 70 million USD）的资金后，估值达到了 15 亿美元（约 1.5 billion USD）。尽管该平台坚称其通过信任来驱动品牌价值，但这些赚取佣金的连结之普及，已导致消费者心中产生越来越多的怀疑。

The rise of the social media platform ShopMy has enabled individuals outside the traditional influencer space, including tech workers and venture capitalists, to earn brand commissions ranging from 10% to 30% by sharing product links within their personal social circles. This trend has monetized peer recommendations, creating a lucrative side hustle but also generating a trust gap among friends and neighbors.

This commercialization is highly visible in parenting communities, such as a local WhatsApp group of over 1,000 parents, where members frequently share affiliate links for high-priced baby products. These include a car seat costing over $700 (approximately 700 USD), and various strollers priced at $600, $900, and even $2,000 (approximately 600, 900, and 2,000 USD), blurring the line between genuine advice and financial incentive.

Reflecting the scale of this word-of-mouth commerce, ShopMy was recently valued at $1.5 billion (approximately 1.5 billion USD) after securing $70 million (approximately 70 million USD) in funding from major investors, including Avenir, Bain Capital, Bessemer, and Menlo Ventures. Despite the platform's assertion that it drives brand value through trust, the prevalence of these commission-earning links has led to growing skepticism among consumers.