8 e-commerce brands that work with UGC creators

As digital marketing evolves, e-commerce brands are shifting away from traditional advertising in favour of authentic, community-driven content. One of the most effective strategies emerging from this shift is user-generated content (UGC) marketing. Brands are increasingly partnering with UGC creators, who are real customers, influencers, or brand enthusiasts who create organic, relatable content that resonates with audiences.

Why this shift? Because people trust real experiences over artificial advertisements. UGC builds credibility, fosters engagement, and drives sales in ways traditional marketing simply can’t match.

So, you’re a content creator who’s already teamed up with brands for UGC campaigns and you’re looking to expand your reach and elevate your game, or maybe you’re just curious about how brands are making the most of this growing medium. Either way, here are 8 e-commerce brands that are leading the way in UGC marketing and doing it right.

Ready to learn from the best? Let’s dive in

1. NA-KD

Looking to collaborate with a high-end fashion brand that won’t break the bank? NA-KD is calling! Since 2015, this European fashion brand has been making waves globally, all while keeping the inclusion of content creators at the heart of their strategy.

NA-KD’s brand ambassador program is where fashion lovers and aspiring influencers get the chance to work directly with the brand, while earning exclusive vouchers along the way. NA-KD sets the stage for their ambassadors through a dedicated landing page on their website, outlining the “vibe” of their ideal content creator and the types of marketing tasks they can get involved with.

This approach allows NA-KD to easily remove inactive ambassadors while motivating those who are engaged to continue participating. With a dedicated Community Manager overseeing the program, NA-KD ensures their ambassadors stay connected and involved. Having someone specifically in charge of the ambassador program is key to maintaining an engaged community and driving consistent high-level involvement.

Join NA-KD’s community

People trust real experiences over artificial advertisements. UGC builds credibility, fosters engagement, and drives sales in ways traditional marketing simply can’t match.

2. Rúngne

At Rúngne, adventure isn’t just a passion, it’s a way of life. Born from the untamed spirit of climbers, Rúngne exists to fuel those who push the limits and defy the ordinary. Founded by Magnus Midtbo - a renowned climber & YouTuber, Rúngne started with a simple mission: to equip the brave.

Rúngne offers a community that connects climbers with not only top-quality gear, but a sense of belonging. Through their ambassador program, climbers can take on missions that align with the brand’s values, earning rewards and commission through discount codes shared with others.

Join Rúngne’s community and be part of the adventure.

3. Phenom Elite

Phenom Elite began as a game-changing sports gear brand, rethinking the way athletes perform with innovative designs. Today, they’ve expanded into premium performance apparel, footwear, and accessories, partnering with brands like Call of Duty, Sonic the Hedgehog, and DC Comics.

But Phenom Elite isn’t just about selling gear, it’s about building a community of athletes who break barriers. Their UGC-driven approach encourages real athletes to showcase their experiences with the brand, making their content feel more authentic and relatable. By collaborating with creators who genuinely use their products, Phenom Elite reinforces trust and credibility in a highly competitive industry.

Be part of something bigger and join Phenom Elite’s community.

4. Onepiece

Onepiece is all about embracing lazy Sundays, and really, why not make every day feel like a Sunday? They’re all about comfortable fashion, creating adult onesies that help people relax, focus, and perform at their best. With so many patterns to choose from, there’s a onesie for everyone.

The brand turned into a multi-million-dollar business thanks to their ambassador marketing community. After some trial and error, they developed the technology that streamlined their ambassador marketing program, allowing them to scale their community beyond what they’d imagined.

As a leader in ambassador marketing, Onepiece has always been ready to push the boundaries. Not only do they run online campaigns for their community, but they also work with their ambassadors offline. One of the coolest things they did? Using their ambassador network to get their products stocked in a major London department store.

Cosy up and join Onepiece’s community.

5. Jiminy’s

Jiminy’s is changing the way we think about pet nutrition, creating healthier, more sustainable alternatives for our furry friends. Their innovative dog food and treats are made with insect protein and plant-based ingredients, offering a balanced, allergen-free solution for pets.

What sets Jiminy’s apart is their commitment to sustainability. Using cricket protein provides a nutritious diet and reduces the environmental impact traditionally associated with animal-based proteins.

Since its launch, Jiminy’s has been recognised for its pioneering work in sustainable pet food, winning the prestigious Stevie Award in 2019 for its contribution to both pet health and environmental conservation. The brand’s mission is clear: to give pets a healthier, happier life while making a positive impact on the planet.

Want to be part of this story? Join Jiminy’s community.

6. Awwa

Awwa is revolutionising how we think about periods with its sustainable, comfortable, and inclusive products. The brand’s mission goes above selling period products and aims to bring down the stigma around menstruation. Awwa works closely with ambassadors who resonate with their values of sustainability and inclusivity. Ambassadors share their personal period experiences while promoting the brand’s eco-friendly products.

The Awwa ambassador program also ties in with their commitment to ending period poverty, with 2% of annual revenue going towards product donations for those in need. By collaborating with UGC creators who share the brand’s mission, Awwa fosters a sense of community around a cause that’s close to their hearts. This strategy encourages creators to engage with the brand on a deeper level, creating meaningful relationships built on shared values.

Be part of the change - Join Awwa’s creator community.

7. LF*GO

LF*GO Energy isn’t just another caffeine brand - it’s a call to live life more intently. LF*GO speaks directly to go-getters who don’t wait for opportunities but create them. Their energy pouches are designed for high performers who need fuel on the go, offering a mix of natural caffeine and essential vitamins without the need for drinks or sugar crashes.

Their brand thrives on UGC and ambassador marketing, tapping into a community of athletes, entrepreneurs, and creators who embody their hustle-driven ethos. By featuring loyal brand advocates in their marketing, LF*GO keeps things raw and unfiltered, exactly what their audience wants.

Ready to be a part of their community? Join LF*GO’s community.

8. Delectables

For pet brands, authenticity is everything, and Delectables nails it with their UGC strategy which involves actual cat reactions! Known for their Lickable™ cat treats, they’ve built a strong connection with pet owners who love sharing their cats’ responses to their products.

From playful squeeze-up treats to wet food toppers, Delectables leans into community-driven marketing by encouraging pet parents to post content featuring their furry friends.

This organic content fuels engagement and builds trust because when it comes to pet care, real recommendations matter more than the traditional ad. Their approach makes every cat owner, and their pet, feel like part of a larger, treat-loving community.

Get your pets involved and join Delectables’ community.

Beyond the ad: embracing brand advocacy

As digital marketing continues to evolve, one thing is clear: authenticity drives engagement. User-generated content and creator-led campaigns are reshaping how brands connect with their audiences, shifting the focus from traditional advertising to community-driven storytelling.

The brands featured here prove that the most powerful marketing doesn’t come from corporations - it comes from real people sharing real experiences. When creators, like you, are given the space to tell your own stories, you don’t just promote a brand; you become part of it. As e-commerce continues to evolve, it is the brands that grow, collaborate and create with their communities that succeed.