The social commerce expo has grown more than fivefold since June 2025, and the creators on its floor get in for free only because they can sell.
YFCon 2026 closes its two-day run at the Anaheim Convention Center today, with organizer FastMoss projecting more than 15,000 attendees across Thursday and Friday, more than five times the 2,800 who attended its June 2025 edition in Los Angeles. FastMoss expects more than 12,000 of them to be creators and more than 2,000 to be brands and vendors. They are in Anaheim to match products with the creators who sell them through TikTok Shop, short video, and livestreams, about seven weeks ahead of Black Friday and Cyber Monday.
Creators earn their place on the floor. YFCon decides which creators get in for free based on how well they sell, while brands and vendors pay for exhibitor space and sponsorship packages. That arrangement explains the size of the crowd. Brands come because the creators have been screened for commerce performance, and creators come because the brands are there with products and samples to hand out.
FastMoss hosts the event with HitFinds, a creator app from Catalina USA Co., Ltd. Catalina USA also develops the product-selection platform YooFinds, a past co-host of the event. The October 2025 edition drew more than 12,300 attendees, according to FastMoss, making this year’s projected turnout the largest YFCon to date.
The Floor Looks Like a TikTok Feed
On Thursday morning, long lines of creators formed outside Hall A, waiting to get onto the expo floor. Inside, the exhibitor mix covered nearly every category that sells on TikTok Shop, with gummy brands, microphone makers, and app developers sharing the same aisles. Several attendees compared walking the floor to scrolling a TikTok feed, and the comparison explains the appeal of the event. Booths from brands already familiar from TikTok Shop listings and creator videos sit alongside newer companies that many attendees were discovering for the first time, so a single walk through the hall works as a round of product discovery for creators looking for their next item to sell.
Selling Is the Job for These Creators
The creators in attendance were the clearest signal of what the event is for. Many of them are professional sellers, including creators who sell products on TikTok Live, and their excitement about the business was obvious on the opening day. They represent a new professional class in the Creator Economy: people who earn their living by selling goods for brands, with their performance measured in orders and commissions. With more than 12,000 of them expected over two days, YFCon works as a directory of that class, and the brands on the floor paid for the chance to meet them in one place.
The Vendors Selling to the Sellers
The exhibitor list also extends well beyond consumer products. AT&T exhibited, which signals that large companies now see commerce creators as small businesses that need phone lines, data plans, and business services. Many of these creators do not yet think of themselves as small business owners, and that gap gives a company like AT&T room to win their business early. A national telecom company at a TikTok Shop social commerce expo is a useful measure of how broad the sponsor base around commerce creators has grown.
Software companies are courting the sellers as well. One exhibitor offers AI-driven customer service for TikTok Shop sellers, a category that matters more as a creator’s order volume rises. Companies like these are selling business infrastructure to people who, a few years ago, would have been described simply as influencers.
What Brands Should Ask
For brand marketers, the most useful information at YFCon sits in its selection criteria. An expo that admits creators on sales performance gives brands a pre-filtered pool of sellers, and the relationships formed in Anaheim will be judged on conversion from the first sample shipment. The open question for a brand planning its holiday creator budget is how YFCon defines a qualified commerce creator, and whether that bar matches the sales thresholds the brand already uses to choose its affiliates.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
The social commerce expo has grown more than fivefold since June 2025, and the creators on its floor get in for free only because they can sell.
YFCon 2026 closes its two-day run at the Anaheim Convention Center today, with organizer FastMoss projecting more than 15,000 attendees across Thursday and Friday, more than five times the 2,800 who attended its June 2025 edition in Los Angeles. FastMoss expects more than 12,000 of them to be creators and more than 2,000 to be brands and vendors. They are in Anaheim to match products with the creators who sell them through TikTok Shop, short video, and livestreams, about seven weeks ahead of Black Friday and Cyber Monday.
Creators earn their place on the floor. YFCon decides which creators get in for free based on how well they sell, while brands and vendors pay for exhibitor space and sponsorship packages. That arrangement explains the size of the crowd. Brands come because the creators have been screened for commerce performance, and creators come because the brands are there with products and samples to hand out.
FastMoss hosts the event with HitFinds, a creator app from Catalina USA Co., Ltd. Catalina USA also develops the product-selection platform YooFinds, a past co-host of the event. The October 2025 edition drew more than 12,300 attendees, according to FastMoss, making this year’s projected turnout the largest YFCon to date.
The Floor Looks Like a TikTok Feed
On Thursday morning, long lines of creators formed outside Hall A, waiting to get onto the expo floor. Inside, the exhibitor mix covered nearly every category that sells on TikTok Shop, with gummy brands, microphone makers, and app developers sharing the same aisles. Several attendees compared walking the floor to scrolling a TikTok feed, and the comparison explains the appeal of the event. Booths from brands already familiar from TikTok Shop listings and creator videos sit alongside newer companies that many attendees were discovering for the first time, so a single walk through the hall works as a round of product discovery for creators looking for their next item to sell.
Selling Is the Job for These Creators
The creators in attendance were the clearest signal of what the event is for. Many of them are professional sellers, including creators who sell products on TikTok Live, and their excitement about the business was obvious on the opening day. They represent a new professional class in the Creator Economy: people who earn their living by selling goods for brands, with their performance measured in orders and commissions. With more than 12,000 of them expected over two days, YFCon works as a directory of that class, and the brands on the floor paid for the chance to meet them in one place.
The Vendors Selling to the Sellers
The exhibitor list also extends well beyond consumer products. AT&T exhibited, which signals that large companies now see commerce creators as small businesses that need phone lines, data plans, and business services. Many of these creators do not yet think of themselves as small business owners, and that gap gives a company like AT&T room to win their business early. A national telecom company at a TikTok Shop social commerce expo is a useful measure of how broad the sponsor base around commerce creators has grown.
Software companies are courting the sellers as well. One exhibitor offers AI-driven customer service for TikTok Shop sellers, a category that matters more as a creator’s order volume rises. Companies like these are selling business infrastructure to people who, a few years ago, would have been described simply as influencers.
What Brands Should Ask
For brand marketers, the most useful information at YFCon sits in its selection criteria. An expo that admits creators on sales performance gives brands a pre-filtered pool of sellers, and the relationships formed in Anaheim will be judged on conversion from the first sample shipment. The open question for a brand planning its holiday creator budget is how YFCon defines a qualified commerce creator, and whether that bar matches the sales thresholds the brand already uses to choose its affiliates.
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