In this episode of the Social Commerce series, Jake and Madison break down Module 2: how creators became the new storefront in today’s digital economy. Aimed at MBA and graduate marketing students, this conversation unpacks why the path to purchase increasingly runs through creators rather than traditional retail and advertising.They explore the “scroll, trust, buy” funnel, examine how parasocial relationships and niche authority turn content into storefronts, and analyze the shifting power dynamics between brands, platforms, and creators. Along the way, they connect theory to practice with examples, frameworks, and strategic implications for marketers designing social commerce and influencer strategies.Perfect as a companion to class discussion or a refresher before exams, this episode reframes creators not as “add-ons” to campaigns, but as central infrastructure in the modern path to purchase.