Ella d’Amato, former interim CEO of marketplace Notonthehighstreet.com has co-founded i love it, a social commerce platform that will reward users for their recommendations. Founded last year, i love it aims to ‘rewrite commerce for good’, by creating a recommendation-led video and image shopping app that rewards users for their genuine product endorsements. The platform is curated by AI but driven by authentic, passion-fueled recommendations from regular people so, when any users recommend products to their friends, family or even followers, they earn.
Ella d’Amato comments: “92 per cent of shoppers trust word-of-mouth more than ads. Be it your friend who knows everything about skincare and running, or that one who knows every restaurant – think about how many times you buy off a friend’s recommendation versus an ad. At the same time, brands are telling us that word of mouth is more effective than traditional marketing and the cost of marketing today is making it hard for brands to trade effectively online. Clearly, the most valuable thing for all is genuine endorsement. The issue is, those people tend to get nothing in return. We believe that brands would much rather pay a loyal customer than the likes of META & Google. And people would much rather shop from someone they trust”.
Currently in beta mode, i love it is focusing on the fitness space, allowing users to shop, share recommendations, and earn. The platform already boasts over 10,000 products, with plans to expand into other passion areas in the future.
She adds: “We want to be the ‘Every Passion Store’. A platform not limited to big-name creators. i love it is for all – your best friend, the neighbour that you actually like, your favourite yoga instructor or your run club buddy. A place where trusted friends help friends and get rewarded for it. Where everyone can earn from sharing the things that they are passionate about”.
The founding UK team brings together leading industry expertise from a mix of retail, eCommerce, media and social companies; including TikTok Shop, LTK, Klarna, Stylist and Omnicom – all looking to revolutionise the market.
i love it enables users to earn commissions for recommending products they genuinely love – creating a fairer shopping environment with fewer returns and more satisfying purchases, allowing people to make their passions a bigger part of their life.
Investment to date has concentrated on building a scalable web 3 platform that blends human curation with the power of AI to personalise and scale trusted recommendations at scale. This approach aims to create an ecosystem of pure positivity, where great products naturally rise to the top based on genuine user endorsements.
Share