Creator storefronts in 2026: How enterprise brands are democratizing influencer ROI

First, influencers shared affiliate links in their bios. Then they moved to third-party platforms like LTK and ShopMy, building mini shopping hubs of their own. Creator storefronts take that idea even further.

These storefronts give influencers space on a brand’s site to highlight products they genuinely use, and to earn from the sales they drive. They also close a major attribution gap for brands. Everything sits on the brand’s own site, so attribution, conversion data and creator performance live in one system instead of several external tools.

But how could these creator storefronts impact your current influencer workflows and what do they mean for your long-term creator strategy?

This article breaks down what creator storefronts are, why they matter for influencer marketing in 2026, how leading brands are using them and what to prepare for next.

What is a creator storefront?

A creator storefront is a branded creator shopping page hosted on a retailer’s own site. It gathers a creator’s product picks in one place, with clear images and links to explore each item.

For shoppers, it’s like a curated shelf inside a larger store. Instead of wandering around, they can shop in a dedicated section organized by someone they already trust.

Influencers use the page like a digital boutique. They earn affiliate commissions on the sales they generate, and they get a dedicated place to recommend their top products for that brand.

Storefronts also help brands scale their influencer marketing programs. Their simple templates and standardized layouts make it easier to onboard more creators, including smaller ones who often don’t have access to traditional affiliate marketing programs due to bandwidth or approval limits.

The Amazon Storefront program is widely known, but retailers like Walmart and, more recently, Lowe’s and Sephora have rolled out their own versions and continue to expand their programs.

What creator storefronts mean for influencer marketing in 2026

Creator storefronts align with what we see for the future of influencer marketing. Brands are bringing influencers into more steps of the customer journey, from product discovery to checkout. Influencers are also playing a bigger role across more channels, not just inside social media feeds.

Altogether, these trends point to influencer programs becoming more measurable, integrated and scalable.

Benefits for brands

Creator storefronts allow brands to expand how they work with creators and connect their activity more directly to business outcomes.

• Trackable ROI and first-party data. Storefronts capture clicks, conversions and AOV on the brand’s site. This gives teams clearer proof of performance and moves measurement beyond top-of-funnel metrics.
• Room to scale. Running a large influencer program is resource-intensive. For example, Sephora received more than 14,000 creator applications last year and could only accept 50. Storefronts make it easier to activate micro-creators at scale and widen a brand’s creator network.
• Authentic, shoppable UGC. Creators curate products they actually use, which often feels more trustworthy than a one-off sponsored post. A storefront is also “always on”, so it stays discoverable and continues to work long after a single campaign ends.

Benefits for creators

Creator storefronts also open new opportunities for influencers who want to grow their income and build deeper relationships with brand partners.

• New monetization stream. Storefronts give creators a direct way to earn commission on sales. Lowe’s offers a 20% commission rate on storefront purchases, similar to the 10% to 30% range on ShopMy and LTK.
• Brand ownership. A storefront can mirror a creator’s style in a specific, tangible way. A beauty creator might create a section for their “everyday glow” routine. A home creator might highlight seasonal décor selections. These choices reinforce their voice and demonstrate the value of their curation.
• Long-term partnerships. A storefront functions as an ongoing collaboration with a brand, which can lead to steadier income. Audiences also respond well to deeper partnerships. In Sprout’s Q4 2025 Pulse Survey, 80% of consumers said they’re more willing to buy from brands that work with influencers beyond social posts. This makes longer-term partnerships a win-win, since deeper involvement supports both brand performance and creator income.

Leading brands are focused on scale

Brands are doubling down on influencer marketing, and the numbers show why. In our Q2 2025 Pulse Survey, 64% of social users said they’re more willing to buy from a brand that partners with an influencer they like. That rises to 76% for Gen Z and 74% for Millennials.

This interest turns into real action. Our Q3 2025 Pulse Survey further revealed that nearly one-third of consumers reported buying a product through an influencer’s sponsored post in the past year.

As demand grows, major brands are looking for scalable ways to meet it. Creator storefronts give them the structure to work with far more creators at once and tie that activity directly to measurable results.

The death of the ‘one-off’ campaign

In our Q2 2025 Pulse Survey, product reviews and recommendations ranked as the top topic people search for on social. Social is also the number one search platform for Gen Z, ahead of Google.

This behavior calls for ongoing brand partnerships that support product discovery, and creator storefronts reinforce that shift. Each storefront is a dedicated space where influencers can share updated recommendations and guide shoppers over time, not just in a single post.

The storefront model also encourages revenue-sharing partnerships that reward consistent impact and long-term collaboration.

Measurable ROI is a top priority for influencer programs

Influencer marketing used to revolve around reach. A big following meant more eyeballs, and that was often enough. Today, teams want to understand which influencers actually drive key actions and business outcomes. Micro-influencers and nano-influencers often see higher engagement and conversion rates, so marketers are measuring performance at a closer level.

Creator storefronts support measurable ROI by capturing clicks, conversions and revenue on the brand’s site.

Bonus resource: Our Influencer Marketing ROI Toolkit helps teams build a more strategic measurement system by breaking down how to track results, share them with stakeholders and scale programs based on proven performance today.

Brands paving the way for creator storefront activations

Sephora, Lowe’s and Walmart are just a few of the retailers that have already launched creator storefront programs.

Let’s take a look at how their storefronts work and what makes each unique.

Sephora

My Sephora Storefront brings creator recommendations directly into Sephora.com and its app. Creators get a customizable page with tools designed for the way beauty content already performs online.

Each storefront includes:

• Curated product collections
• Shoppable, shareable links
• Early access to new launches
• Performance analytics
• A 15% commission rate on storefront sales

Sephora also plans to roll out IRL rewards and incentives as the program expands.

Right now, the program is open to U.S.-based creators with at least 3,000 followers. For example, mega-influencer Justine Skye’s storefront has tabs for featured items, full product lists and themed collections.

Lowe’s

The Lowe’s Creator Program is built for project-driven storytelling like DIY builds, room refreshes and tutorials that show products in action. Creators get tools, training and earning opportunities that grow with them.

Each storefront includes:

• Customizable collections linked directly to Lowes.com
• Up to 20% commission and a 30-day attribution window
• Product samples and project funding
• Tutorials, training resources and creator courses
• Opportunities for flat-fee campaigns and long-term sponsorships

As creators level up, they unlock even greater benefits, including access to the annual Lowe’s Creator Summit.

High-profile partners like MrBeast bring another layer of visibility. His storefront showcases seasonal edits, curated gift guides and creator toolkits.

Walmart

Launched in 2022, the Walmart Creator program welcomes creators from any category with no minimum follower count.

Each storefront includes:

• Shoppable posts and enhanced storefront layouts
• Top product highlights and themed collections
• Out-of-stock monitoring
• Mobile linking and performance insights
• Opportunities to earn bonuses through a tiered rewards system
• 1-4% commission rates depending on product category

Walmart also invests heavily in community building with in-person events, meetups and creator gatherings. Additionally, their new Walmart Creator Collabs feature pairs creators with Marketplace sellers, expanding exposure for both sides.

Influencers like Amanda West (@accordingtomandy) show how flexible the format can be. Her Walmart storefront includes collections like “boy’s bedroom,” “Christmas” and “home,” all organized around real moments her audience shops for.

Creator storefronts open up new possibilities for influencer marketing

Creator storefronts are quickly becoming a new kind of digital aisle. They give creators a go-to place to show people what to buy for specific routines, projects or seasonal needs. They also help brands work with more creators and understand how each partnership contributes to the customer journey.

Even with developments like storefronts, it can be tough to prove the value of influencer work. Data lives in different tools and results are challenging to package and present to stakeholders.

Our Influencer Marketing ROI Toolkit helps solve these challenges with step-by-step measurement guidance, ready-to-use reporting templates and practical frameworks that make it easier to track ROI and scale your program.

Download the toolkit to start building a stronger measurement system for the year ahead.