Hip-hop superstar Drake isn’t just dominating music charts—he’s reshaping how celebrities do e-commerce.
Drake’s latest retail innovation turns online shopping into an immersive experience. Rather than the traditional scrolling of product grids, fans can explore a digital replica of his $100 million Toronto mansion, dubbed The Embassy, where exclusive merch is scattered across virtual rooms—each available to purchase with just a few clicks.
This innovative approach is powered by Shopify, which has become the go-to e-commerce platform for celebrity-led brands. Drake’s store now integrates Shopify Collective, a new feature allowing content creators like him to collaborate with other merchants to design, produce, and fulfill custom products.
“We can match incredible content creators that have massive audiences with incredible brands,” said Shopify President Harley Finkelstein during a Q2 earnings call”
While the mansion-style interface isn’t part of Shopify Collective itself, Shopify plays a major role behind the scenes—handling logistics, product sourcing, and brand connections for creators.
Shopify Collective is one of many new B2B features rolled out by the platform over the past year to meet the growing demand for influencer-driven commerce and scalable partnerships.
This isn’t Drake’s first foray into fashion and lifestyle—he’s already seen success with his OVO brand. But now, with Shopify’s tools and reach, he’s tapping into a deeper layer of brand collaboration and immersive fan engagement.
