VK shop authors earned 1.6 billion rubles in a year

The most profitable shop of the year was about household chemicals for the garden. The author of a community about home improvement and life hacks earned 5.5 million rubles from it.

"The experience has shown that the trust of friends and acquaintances can be converted into income," commented Andrey Gostev, COO of VK's social networks, on the results.

For retailers and brands, the numbers capture the scale of the channel: tens of thousands of private authors now work as de facto showcases of recommendation commerce within VKontakte. The mechanics are simple. An author publishes content with a link to a product, readers click through and buy, and the author receives a reward.

The entry threshold is low — 1,000 subscribers. This makes shops an accessible tool for microbloggers and niche communities, not just large public pages. The household chemicals and home goods vertical, judging by the record case, demonstrates high conversion of trust into purchases.

The final statistics of the year — 42,000 authors and 1.6 billion rubles of total income — yield average earnings of about 38,000 rubles per participant. The spread, however, is enormous: from small sums among the mass of authors to 33 million rubles for the program's leader.