The face of commerce is undergoing rapid change, with socially driven transactions emerging as a dominant trend. One tech platform for creators, California-based Kajabi (see article on page 4), has seen a 350 percent increase in payments made to creators since 2020, while the value of the global creator economy is estimated at $100bn – set to increase to $104bn by year end – helped along by high-speed internet, the ubiquitous smartphone, and shifts in consumer behaviour.