Ruggable is adjusting its marketing strategy by shifting advertising dollars away from Meta platforms and toward creators on the ShopMy platform, according to a report from Digiday dated October 16, 2026. The move comes as the home goods brand prepares for a potential initial public offering, signaling a broader realignment of its marketing stack in favor of creator-driven commerce.

ShopMy, a platform that enables creators to build storefronts and earn commissions through affiliate links, has become an increasingly attractive channel for brands seeking authentic audience engagement. By redirecting ad spend to ShopMy creators, Ruggable aims to leverage trusted creator relationships to drive product discovery and sales, particularly in the competitive home decor space.

This shift reflects a growing trend among consumer brands to invest in performance-based creator partnerships over traditional social media advertising. Unlike broad Meta campaigns, ShopMy allows for trackable, creator-led sales funnels that align with affiliate marketing models, offering clearer ROI measurement—a factor likely important as Ruggable evaluates its financial readiness for public markets.

While the Digiday report does not disclose specific budget amounts, campaign durations, or creator compensation details, it confirms the strategic nature of the reallocation. The change underscores how brands are rethinking where marketing dollars generate the most measurable impact, especially when scaling toward an IPO.

For creators, Ruggable’s move highlights expanding opportunities to partner with established brands through platforms like ShopMy, where content creation directly ties to e-commerce performance. As more companies prioritize creator-led growth, platforms that facilitate seamless integration between content and commerce may see increased brand investment.