The Powers That Be: Daily TikTok Shopping Wars
Jan 10, 2025
Sarah Shapiro, Puck's fresh retail correspondent, dives into the thrilling chaos of affiliate marketing and influencer commerce. She highlights the fierce competition between LTK and the newcomer ShopMy, illustrating their contrasting cultures and visions. The conversation covers the rise of influencer marketing over traditional celebrities and its transformative effect on retail. Shapiro also discusses the shift toward quality-driven shopping experiences, reshaping the dynamics of the luxury market. It's an engaging exploration of modern retail's evolution!
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LTK Origin
- Amber Vinsbox, LTK's founder, was a blogger and personal shopper.
- She realized brands sold out her recommendations but she earned no commission.
Affiliate Marketing Mechanics
- LTK tracks referrals so creators and media companies can earn commissions.
- Commissions, typically 2-20%, are earned only upon purchase, not just clicks.
ShopMy's Approach
- ShopMy, a newer platform, offers data insights to both creators and brands.
- ShopMy gamifies promotion with events and higher commissions, fostering direct brand-influencer interaction.