In 2025, major retailers like Best Buy and Lowe's initiated creator programs in response to the increasing influence of social content on shopping habits. Best Buy's Creator Program enables creators to set up storefronts and earn commissions on personalized collections, while Lowe's Creator Network offers similar benefits along with training and project funding. Both programs signal a shift from traditional affiliate marketing towards more engaging, measurable, and creator-centric platforms. These changes aim to enhance the authenticity of influencers and support their business endeavors.
"The market was moving in this direction" - Jennie Weber, chief marketing and design officer for Best Buy, emphasized the necessity of adapting to influencer-driven trends in marketing.
"We really wanted to create something that enabled that authentic voice of the creator to come through and really met their needs as a business owner" - Jennie Weber on the objectives of Best Buy's Creator program.
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