From Walmart to Best Buy—Are Creator Storefronts the Future of Shopping?

Best Buy is set to launch digital storefronts for influencers and content creators this spring, following in the footsteps of Amazon and Walmart. This program will allow creators to build their own branded spaces on Best Buy's website.?

Some Background:

The project hopes to drive traffic, engagement, and sales. It also supports the launch of its third-party marketplace this summer, which will offer more products and new categories.? Best Buy has worked with influencers before, including tech reviewer Marques Brownlee (MKBHD), who in 2022 curated top tech picks for customers in a special campaign.

Following in Amazon and Walmart’s Footsteps

Amazon and Walmart have already established platforms that integrate influencers into their e-commerce ecosystems:

• Amazon Influencer Program: Launched in 2017, this program enables influencers to curate product recommendations through personalized storefronts, earning commissions on sales generated. The program has expanded over the years, offering a comprehensive "Creator University" to educate participants on maximizing their impact. ?

• Walmart Creator: Introduced in October 2022, Walmart's platform allows creators to monetize shoppable products from the retailer. It offers tools and resources for influencers to share product links across various platforms, earning commissions on sales without any cap. The platform also provides performance data to help creators grow their communities.

Creator Storefronts = $$$$$

Both Amazon and Walmart have seen positive outcomes from their creator storefront.

Amazon:

The Influencer Program has attracted a diverse range of creators, from tech reviewers to lifestyle bloggers, increase product visibility and driving sales. The program's success is evident in its continuous expansion and the introduction of educational resources for influencers.

Walmart:

The company sees the importance of creators as part of their overall strategy. In 2024, in partnership with Forbes, they hosted the Forbes Creator Upfronts in LA. The event featured prominent creators such as Khaby Lame, Jordan The Stallion, Dani Austin, and My Nguyen.? Other brands are already moving in this direction: Target has its own creator program, and Expedia’s Travel Shops let consumers choose itineraries curated by influencers, with creators earning commissions on their recommendations.

Why This All Matters:

Retailers are waking up to the fact that creators aren’t just a marketing tool—they are the sales channel.

They’re not just driving awareness; they’re closing deals. With TikTok Shop projected to hit $77 billion in sales by 2027, it’s clear that influencers hold serious purchasing power, and brands are pivoting hard to keep up.

So, does this mean more retailers will jump on the storefront bandwagon? Duh. Could we reach a point where we don’t even shop directly from a store’s website anymore—just from our favorite creators?

Like could MrBeast just BECOME an Amazon? I’ve heard crazier predictions…?

Which Brands Are Catching Gen Alpha’s Attention?

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The Morning Consult just published an interesting report on Gen Alpha’s most asked for brands. Gen Alpha, born between 2010?and 2025, is young but influential. With 46 million in the U.S., they are heavily exposed to media, shaping early brand preferences. Classic brands remain popular, alongside newcomers like Temu.?

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