Hummingbirds, a community-powered retail platform, launched Offers, a product that ties creator-driven content directly to verified in-store purchases at five major U.S. retailers.

Brands using Offers can create cash-back promotions linked to specific SKUs, retailers, and geographic markets, discoverable by the platform’s reported network of more than 50,000 creators. Every purchase is receipt-verified, giving brands redemption data, velocity signals, and retail attribution within the same dashboard that manages their creator programs. Participating retailers include Costco, Target, Walmart, Whole Foods Market, and Sprouts.

“Word of mouth is still the most powerful force in CPG,” said Emily Steele, CEO and co-founder of Hummingbirds, in a press release. “What’s been missing is the infrastructure to design, fund, and measure it. Offers is that infrastructure.”

The company cited U.S. Census data showing 83.1% of all retail dollars are spent in physical stores, a segment where affiliate marketing has historically struggled to scale.

Targeting Everyday Creators

Hummingbirds centers its model on nano and micro creators rather than large-follower accounts. A November 2025 Hummingbirds research report found that nano creators with fewer than 10,000 followers achieve a 34.1% impression rate and 6.2% engagement rate, compared to 15.5% and 1.8%, respectively, for mega creators with more than one million followers.

The same report found that 51.9% of Gen Z consumers discover new products in physical stores first, while 74% of Millennials report discovering new products while shopping in-store.

Anna Valenti, Director of Brand Partnerships and Culture at Slate Milk, an early Offers partner, said the attribution capability addresses a gap in the market. “Tying creator activity to verified in-store purchases across retailers like Target and Whole Foods is something the industry hasn’t had before, and for a brand focused on building velocity in key markets, that data is really meaningful.”

Nests Feature and Platform Scale

Alongside Offers, Hummingbirds introduced Nests, which allows creators to curate and share themed product collections with embedded live Offers. Browsing a Nest is open to anyone, but saving and redeeming Offers requires joining the platform.

Hummingbirds has raised more than $13 million in funding and operates across 78 cities nationwide. Its brand partners include Graza, Recess, Ritual, and Goodles.

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