The next revolution in commerce will be driven by the seller

In the past few years, startups like Substack, Patreon, and Shopify have created alternative ways for creators to build businesses online through direct transactions, rather than advertising. This shift exposed a simple fact: in an ad-driven world, creators were generally under-monetizing their audiences.

Creators will be the new big-box retailers. Your favorite YouTuber or TikToker might become your go-to store for everything from gadgets to groceries.

For the past 15 years, I've had the idea that, as a consumer, I should be able to raise my hand, say what I'm looking for, and have a company come to me. So instead of attention, as in the attention economy, you’d have intention—being able to broadcast one’s intention for something, and having that presented.