Reacher Passes $716M in TikTok Shop GMV as It Expands Engineering and Sales

Reacher has crossed $716 million in gross merchandise value generated across TikTok Shop, according to The Daily Tribune News. The San Francisco-based startup also secured a Gold ranking in the TikTok Shop App Store, a designation held by only two of the marketplace's more than 50 apps.

The 15-person company operates an AI marketing platform that automates creator discovery, outreach, and campaign tracking for e-commerce brands. Backed by Y Combinator's S25 batch and investors including Pioneer Fund, Rebel Fund, Acacia Venture Capital Partners, and Reddit CEO Steve Huffman, Reacher is now hiring across engineering, sales, and customer success.

Building the Operating System for Creator Commerce

Reacher automates the creator collaboration lifecycle for brands selling through TikTok Shop. The software combines creator discovery, AI-driven outreach, campaign briefs, sample approvals, and relationship tracking into a single workspace, reducing the need for manual outreach and spreadsheets.

According to company figures released in July 2026, the platform has supported more than 1,000 brands, processed 134.2 million creator outreach interactions, generated 16.7 million client videos, and recorded over 113 billion video views. Rather than relying on third-party chat platforms like Discord, Reacher built its own web application to let brand marketing teams manage automated campaigns and track affiliate workflows directly.

Under the hood, the company runs a stack based on Python, FastAPI, PostgreSQL, and Google Cloud Platform on the backend, with React, Tailwind CSS, and shadcn/ui on the frontend. The system combines frontier models, including Claude and GPT, with proprietary models trained on creator commerce interactions. These models power automated creator discovery, chatbots, video search, and an AI agent framework designed to function as an automated affiliate talent manager.

Meta Roots and Customer-Led Product Bets

Reacher was founded in 2024 by Jerry Qian and Bora Mutluoglu. Qian, who serves as CEO, studied data science at UC Berkeley and previously worked at NASA and Meta, where he was a data scientist on Instagram Shopping and Facebook Marketplace. Mutluoglu, who heads go-to-market operations, studied at UC Berkeley and worked at Palo Alto Networks while creating content as an online creator.

In a video interview on Inside Reacher: How Our Founders Think About Hiring, Trust, and Scale, the founders recounted building the company's initial minimum viable product as a basic Python script run on an Azure virtual machine after two previous business attempts failed to gain traction. Their first paying customer was an agency founder from the UK discovered through a Reddit thread, who agreed to pay $200 per month. The business subsequently expanded beyond cold messaging into creator relationship management after customer interviews showed brands were managing hundreds of thousands of creators on spreadsheets.

Speaking on Scaling Million Dollar AI Companies: Lessons in Product and Hiring, Qian explained that Reacher deliberately avoids AI video generation, choosing instead to build tools for human creators and enterprise brands. In another conversation on Creator Scarcity, TikTok Shop Myths, and YC Hiring Lessons with Bora Mutluoglu, Mutluoglu noted that direct outreach conversion rates on TikTok Shop have declined from roughly 5.5 percent to 3.4 percent over time across platform data points. That shift has increased the need for brands to retain, nurture, and automate ongoing creator partnerships rather than relying solely on one-off outbound messages.

Scaling Engineering and Go-To-Market in San Francisco

To support brand demand and platform integrations, Reacher has five open positions spanning full-stack development, customer retention, and inbound deal execution.

On the technical side, the company is looking for a Senior Software Engineer (Full Stack) offering $115,000 to $200,000 per year, and a Software Engineer (Full Stack) offering $90,000 to $130,000 per year. Both roles allow remote work within the US or can be based out of San Francisco, Los Angeles, or New York. Engineers in these roles will talk directly to customers, translate requirements into user experiences, design backend systems using Python, FastAPI, PostgreSQL, and GCP, and build frontends using React, Tailwind, and shadcn/ui. For early-career talent, the team is also hiring an onsite Software Engineer Intern (Fall 2025/Summer 2026) in San Francisco or Los Angeles paying $6,000 to $10,000 per month to build full-stack tools, AI agents, and machine learning pipelines handling creator and brand data.

On the business side, Reacher is building out its San Francisco headquarters with two onsite hires. The company is recruiting a Founding Account Executive with a salary range of $70,000 to $240,000 per year to run the full sales cycle, prospect e-commerce brands, close deals, and define the team's go-to-market structure from scratch. Alongside sales, an onsite Head of Customer Success offering $110,000 to $180,000 per year will lead lifecycle strategy, oversee brand onboarding programs, drive platform retention and expansion, and manage internal tooling such as HubSpot.

Open Roles at Reacher

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