Welcome to this week’s EVOLVE Dispatch

In this edition:

• Trust

• Community Round-up ( Expert sessions + Voices)

• The Week Ahead

Markets & Perspective

It’s not really about TikTok, is it?

The U.S. passed a law demanding ByteDance divest. Enforcement is delayed again. Legal battles unfold. Meanwhile, users keep scrolling.

But beneath the headlines, there’s something bigger at play:

Trust is being renegotiated at a global level.

Platforms are no longer neutral. Influence crosses borders. Digital spaces—once seen as tools—are now political territory.

Whether TikTok is banned or not is almost secondary.

The real shift?

We're being reminded that the online world isn’t weightless. It’s shaped by policy, power, and people with very different ideas of control.

In a recent EVOLVE expert session, Guilherme Athia, our in-house expert on trust, unpacked what it means to build trust in a world where everyone’s an “expert” with an opinion.

And that’s why what we’re building with EVOLVE feels so relevant right now

In a world where platforms come and go, and policies shift overnight, the ability to build human, cross-border relationships matters more than ever.

EVOLVE isn’t about reach. It’s about trust.

Not about going viral, but going deep with people who are leading, questioning, and building. Together.

No algorithm can replace that.

This week at EVOLVE - Community Roundup

Guilherme Altieri showed us what sets the Middle East apart when it comes to digital maturity. From quick commerce in the Gulf to AI investments and cultural nuances—his session gave us a grounded view of how transformation actually happens.

Then, Justin Willhite (Twitch) helped us decode the creator economy. The shift is clear: creators aren’t just media buys—they’re business partners. We explored monetization, negotiation, and how creators are redefining digital engagement.

Two different angles.
One clear message: the world is evolving. Are you listening?

Expert Session #54 — Guilherme Altieri do Amaral

Expert Session # 55- Justin Willhite - Senior Manager, Creators - Twitch

The Creator Economy Isn’t Coming. It’s Here.
by gustavo Valle - EVOLVE Commerce Club - Co-founder

This week’s expert session with Justin Willhite, who leads creators at Twitch, made one thing clear: the creator economy isn’t just a marketing trend, it’s a full-blown shift in how commerce, content, and trust operate.

With Twitch pulling in over 31 million daily users and creators driving product discovery, sales, and loyalty, brands can’t afford to stay passive. The creator economy was valued at $250 billion in 2023 and could reach $480–500 billion by 2027 (Goldman Sachs).
Others say it might hit $1.48 trillion by 2034.

But this isn’t just about numbers. It’s about behaviour.

So what’s changing?

• Creators are building businesses, not just content. They’re launching products, memberships, and communities—with more speed and agility than most traditional brands.

• Commerce is now embedded in content. Platforms are removing friction. You watch, you click, you buy. No middle steps.

• Trust is the new currency. In a fragmented, ad-skeptical world, creators are building credibility in ways brands simply can’t replicate.

Justin emphasised the difference between a creator and an influencer. One is built for long-term impact. The other? Often short-lived. The creators who succeed are the ones who know their audience, own their distribution, and negotiate like business owners.

The ecosystem is evolving fast:

• Platforms like Twitch and TikTok are rolling out new monetization tools weekly.

• AI is helping creators produce smarter and faster, and helping brands find better-fit partners.

• Smart brands are co-creating products and campaigns with creators. Not as a media buy, but as collaborators.

What does this mean for us?

It means rethinking how we engage, partner, and build.
It means creators aren’t an add-on to strategy, they are strategy.
It means the future of commerce is being shaped not in boardrooms but in live chats, comment sections, and DMS.

The creator economy is where attention, trust, and transactions now meet.

And it’s just getting started.
Join The #1 Private Community For Senior Commerce Professionals

EVOLVE Voices

Voices #18 - Alex Lirstsman

Alex Lirtsman’s journey from corporate life to entrepreneurship is a story of risk, resilience, and relentless curiosity. As an immigrant, he was born for a life of non-conformity. Leaving behind the security of a stable career, Alex embraced the world of risk, where every challenge, from navigating the chaos of COVID-19 to building a reputation in the competitive e-commerce space, became a lesson in adaptability. He shares insights on bootstrapping, leveraging AI, and the profound impact mentorship has had on shaping his business trajectory.

Alex Lirtsman is the Founder and CEO of CorralData, a company that leverages AI to democratize data and make it accessible to businesses of all sizes. Previously, Alex founded Ready Set Rocket, a leading digital transformation agency that worked with influential brands, including his former employer, JPMorgan Chase. For more about CorralData’s new free tier, visit —and start tapping into the power of your data to make smarter decisions.

Voices #19 - More than money, the new language of digital payments

In this episode of EVOLVE Voices, ⁠⁠⁠⁠Mayssa Nasr sits down with Noel Moukhaiber, General Manager of MontyPay—a global payment gateway reshaping how businesses move money across borders.

They dive into what it takes to scale a fintech company, why trust and regulation matter more than ever, and what MontyPay is doing differently in a crowded market.
From MENA to the world, it’s a conversation about growth, innovation, and the future of digital payments.

The Week Ahead

Upcoming events

This week we have no expert sessions as we are going to be in Portugal attending DGT Innovation and moderating a panel there, along with Renee Hartmann and Diego Borgo, both influential professionals and EVOLVE Commerce Club members

Want to join us? We have free tickets, just shoot a DM to Carlos Monteiro or Gustavo Valle in the community WhatsApp

Time to EVOLVE

Keep the conversation going in our WhatsApp group and exclusive Mighty Networks community—that’s where real connections happen.

Make sure to follow our newsletter, where we highlight what’s shaping our club. In the coming months, we’ll be announcing new partnerships, events, meetups, and the opportunities our members are creating together.

Interested in partnering with EVOLVE? Reach out at [email protected] or [email protected].

We don’t need more content—we need better ways to connect humans.

The future is bright. Let’s build it together.

#EVOLVE

Want to Join the #1 Private & Global Community For Senior Commerce Pros?