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EMARKETER

Exclusive: Creator marketing becomes a bigger ecommerce sales driver

Article by Rachel Wolff  |  Oct 6, 2026
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Exclusive: Creator marketing becomes a bigger ecommerce sales driver
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Influencer Marketing
Consumer Behavior
North America
US

The news: Creator partnerships are driving a larger share of ecommerce sales, according to Industry KPI data from creator management platform Impact.com provided exclusively to EMARKETER.

By the numbers: Total retail and shopping GMV on Impact’s platform surged almost 450% YoY in Q2 to $14.4 billion, with growth spanning a number of categories.

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