In 2025, major retailers Best Buy and Lowe's introduced creator programs in response to the rising role of influencers in consumer recommendations. Best Buy's Creator program allows influencers to establish personalized storefronts, earn commissions on sales without limits, and promotes authentic creator content. Similarly, Lowe's Creator Network offers commissions, storefronts, training resources, and access to events for creators. CMOs emphasize these initiatives reflect a shift from traditional affiliate links towards more personalized, measurable content that recognizes the business needs of creators.
"The market was moving in this direction," says Jennie Weber. Best Buy's Creator program aims to focus on a 'creator-first' approach, offering personalized storefronts.
"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," said Jennie Weber.
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