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Content creators on OnlyF can sell directly to their audiences, as the platform becomes the latest social network to enter e-commerce amid fierce competition for influencers.

The company, which enables a range of creatives from fitness instructors to sex workers to sell content directly to fans, announced a partnership with e-commerce platform Spring to allow users to brand their pages through an online link store to sell personalities commodity.

Tech conglomerates such as Facebook parent Meta, YouTube and TikTok have expanded in recent years into the so-called social commerce market, where consumers buy products on the social network to generate additional income and let influencers monetize their followers.

OnlyF allows creators, including adult stars, musicians, and artists, to sell videos, images, and news directly to subscribers who pay anywhere from $5 to $50 a month, and the platform earns a 20% commission from them.

“Our community of creators is looking for merch options to share different aspects of their business with fans,” said CEO Ami Gan.

OnlyF has a total of 220 million users, and more than 3 million users will create content by 2022. In September, the British company reported a pre-tax profit of $433 million on sales of $932 million in 2021.

OnlyF announced more tools for creators to manage their businesses, including a statistics page that provides creators with a detailed breakdown of audience and engagement statistics.

Social media platforms have stepped up efforts to attract online talent, hoping to increase user numbers and engagement.

Earlier this week, the Financial Times announced that YouTube was accelerating its foray into e-commerce by launching a shopping feature on the world’s largest video site. It’s also testing a new commissions program for influencers who sell products through links in their videos, giving its content creators some protection against stiff competition from rivals.

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