Throne is a US- and Germany-based tech startup pioneering a new category: creator gifting.
As the number of online creators has exploded (think Twitch streamers or YouTube personalities), so have their fans. These fans can be surprisingly generous and grateful. Each year, digital creators receive millions of dollars in gifts and tips from their audiences, a trend that is only accelerating.
Throne’s primary offering is a wishlist platform that lets creators receive gifts from their audiences in a privacy-first way.
The Challenge: Add Premium Brands, Scalably
For Throne to attract creators to its platform, they need to offer an expansive gift catalog with brands and products that creators really want.
Plus, on a technical level, their catalog needs to update automatically as prices, SKUs, and availability change – without the need for manual merchandising. (Their catalog is far too large for that.)
Although Throne already had thousands of gifts from 600+ partner brands, co-founder Heiner Stinner knew that Goody’s gift catalog could be a huge opportunity.
“The brands in Goody’s collection are some of the best out there,” Stinner says. “With brands like MALIN + GOETZ, Levain Bakery, and Brooklinen – we immediately saw the opportunity.”
The Solution: One API, Thousands of New Products
Goody’s gift API put those brands – and many more – directly within reach.
Rather than form technical and commercial relationships with hundreds of brands, Throne simply integrated Goody’s collection into their store in a matter of days.
“The flexibility of the API is really one of its strengths,” says Leonhard Soenke, Throne’s technical co-founder, who manages its backend. “In our case, we kept it totally white-labeled, so the new Goody products fit seamlessly into Throne’s brand and UX. We could even control things like where payment happens or who sends emails to the gift recipients.”
Just as important, the product data that Goody ports through is dynamic. That means that pricing, availability, and new SKUs can sync seamlessly into Throne’s frontend store.
The Results: Happy Creators, High AOVs
As soon as they went live, Goody’s products started trending in Throne’s marketplace – becoming some of the most-added on creators’ holiday wishlists. The Throne team also leveraged Goody gifts for gift guides, with themes like “Apartment Therapy” or “Favorite Food.”
“This was a massive increase in the size and diversity of our product catalog. And thanks to the API it was able to happen almost overnight,” says Patrice Becker, Throne’s co-founder, who oversees product.
One of the most pleasant surprises? Goody gifts had a higher-than-normal AOV of $66, reflecting the premium brands that Throne integrated.
“I’ve been so impressed with the results,” Stinner says. “Our creators love these brands, and for us, that’s what it’s all about.”
Learn more about Goody's gift API
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