Content creators: The new affiliates shaping eCommerce

Affiliate marketing has long been a staple of the eCommerce world, connecting brands with consumers through links and commissions.  

But consumer behaviours are evolving – from how they browse online to how they spend their money. In fact, a 2022 Deloitte survey found that 60% of Gen Z and 56% of millennials are increasingly turning to their mobile devices and specifically social media to cater for all of their shopping needs.  

Enter content creators - the modern-day affiliates who bring authenticity, trust, and a fresh approach to commerce. Content creators are no longer just influencers; they are becoming key drivers of brand discovery and sales. Today’s consumers crave genuine recommendations, often turning to their favourite creators for inspiration on what to buy. Content creators are masters in the art of storytelling, seamlessly integrating products into engaging content such as ‘Get Ready With Me’ or ‘A Day in the Life’. They’re not just driving clicks; they’re shaping purchasing decisions through authentic brand collaborations.

This authenticity is invaluable for brands, providing a chance to connect with audiences in a way that feels organic and relatable. With platforms like TikTok and Instagram blurring the lines between entertainment and commerce, creators can be the difference between a brand’s success, or failure. 

The first movers in adopting affiliate creator programs  

Over the past few years, retail brands and social platforms have recognised this fundamental shift and are actively capitalising on it through creator programs that fuel product-based discovery and sales. For brands and retailers, these programs represent a new way to drive product discoverability and sales by leveraging the reach and authenticity of others, to drive measurable eCommerce growth and fuel instore sales. These are the key players who are leading the charge and what businesses can learn. 

Walmart  

Walmart’s Creator Program is a prime example of how retail giants are adapting to changing consumer behaviours. Launched in October 2022, the program enables brands to tap into creator-driven marketing by leveraging trusted voices to promote their products.  Through this initiative, Walmart collaborates with creators to promote a wide range of products driving higher engagement and more authentic recommendations to their respective audiences.   

Key brand benefits include:  

• Scalability: The program is accessible to micro and nano influencers, with no minimum limits on followers for creators to apply, allowing Walmart to tap into a broad spectrum of content creators rather than just high-profile influencers.  

• A suite of tools to maximise performance: A customised dashboard provides creators with performance tracking, helping the creator to track their performance and adjust their approach based on top selling products.  Creators are also provided with the ability to create their own personalised store front to provide their audience with a curated product experience.  

• Higher conversion potential: With commission rates of up to 18%, creators are strongly incentivised to drive sales for Walmart.  

For Australian brands, Walmart’s approach highlights the importance of inclusivity. By working with diverse creators across multiple niches, Walmart is driving organic brand engagement in a way that traditional advertising struggles to achieve.  

Amazon 

Amazon has been a pioneer in the affiliate space, evolving its model to better serve both brands and influencers. Its Influencer Program, launched in 2017 and provides creators with personalised storefronts to showcase and recommend products, driving traffic and conversions.  

For brands, Amazon’s model offers:  

• Curated brand story telling: Like Walmart, Amazon also provides personalised storefronts to allow creators to showcase the products they love in a more immersive and engaging way.  

• Creator connections: The Amazon program is designed to help brands find creators who can successfully promote their products through their creator connections hub. Through it, creators can receive opportunities on top of your standard Amazon rates.  

• Tiered influencer rewards: Amazon’s newly launched Creator Stars program categorises influencers into Bronze, Silver, Gold and Platinum tiers, rewarding top performers with exclusive promotions and events. This gamified approach encourages sustained creator engagement, leading to brand partnerships over time

Amazons tiered approach and creator connections platform help to bring together creators, brands and products in a way which allows brands big and small to accelerate their sales via the platform.  

TikTok  

You can’t talk about content creators and affiliate-style programs without talking about TikTok.  

The evolution of TikTok shop really bridged the gap between social media and eCommerce. With 62% of weekly TikTok users engaging in eCommerce on the platform, brands have an unprecedented opportunity to drive sales through short-form, creator-led content. 

TikTok’s creator marketplace allows brands to:  

• Partner directly with creators: The Creator Marketplace makes it easier for brands to identify and collaborate with influencers who align with their business goals.  

• Flexibility for brands and creators to negotiate terms: Brands can tailor commission rates, set payment terms, and invite specific creators to participate in their affiliate campaigns.  

• Use shoppable content: The platform’s seamless shopping integrations allow consumers to purchase products directly within the app, reducing friction in the buying journey.  

Unlike Walmart and Amazon, TikTok’s affiliate program is more selective, requiring creators to meet specific follower and engagement criteria. However, this exclusivity ensures that brands work with high-quality creators who can drive meaningful results.  

What Australian brands can learn from Walmart, Amazon and TikTok 

What Australian brands can learn from Walmart, Amazon and TikTok 

The shift toward creator-driven affiliate programs isn’t just a passing trend – it’s a fundamental change in how brands reach and convert customers. Here’s what businesses need to consider: 

• Creators are the new virtual sales force for brands: Brands need to stop viewing creators as just influencers and start seeing them as sales consultants. Effective partnerships can generate direct sales, increase brand awareness and build long-term customer relationships.  

• Affiliate programs should be easy to navigate: Whether you're a retailer, a marketplace, or a consumer brand, making it simple for creators to partner with you is key to a a successful partnership. Clear commission structures, accessible dashboards, and transparent reporting will attract and retain creators who can drive meaningful results.  

• Long-term relationships drive better results: Brands that invest in ongoing collaborations rather than one-off promotions will see higher engagement, better content, and stronger consumer trust.  

• Authenticity wins: Consumers trust creators who genuinely align with the brands they promote. Retailers and brands should carefully select creators who fit their ethos and audience to drive meaningful engagement and conversions.   

As the creator economy continues to grow, brands that embrace this shift early will be best positioned to succeed in the evolving eCommerce landscape.  

---

Arktic Fox partners with an array of brands to develop a strong eCommerce & digital shelf strategy.

Find out how we can help your brand win on the digital shelf and maximise the omni-channel opportunity.