With its latest move, Linktree is reminding its users that it’s much more than just a link-in-bio solution. The creator economy company has announced a social commerce product that will help creators grab hold of the sales revenue that is available on platforms like TikTok Shop.
According to The Information, Linktree is testing an affiliate marketing program alongside brands like Sephora and Urban Outfitters. Creators who participate in the program will receive commissions that range from 12% to 15%. Linktree isn’t taking a cut of those earnings yet, but as the program evolves, the company will take a “nominal” cut. It could also shift commission rates as it onboards new brands and products.
Linktree’s 47 million users will be able to add storefronts to their link-in-bio pages. The creator economy innovator seems to be using a similar strategy to other companies in its space. Landing page builder Amaze, for example, brought creator-run storefronts to its shores when it acquired Spring in 2022.
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By getting into affiliate marketing and creator storefronts, Linktree is following the money that has flown through the TikTok Shops of the world. And if we zoom out, the move also signals that Linktree is thinking about the best ways to expand beyond the service that first put it on the map. New products available on platforms like Instagram and YouTube have made it harder for creator economy companies to build their businesses on links-in-bio alone.
Linktree Co-Founder and CEO Alex Zaccaria understands the need to diversify. He told The Information that Linktree always planned to move into social commerce and mentioned that goal when it raised a $110 million Series B in 2022. “This is the first step into new revenue streams,” Zaccaria said. “It’s always been an intention that we’ll build scale, and then find even better ways to help creators monetize.”
Beyond social storefronts, Linktree has many other ambitions in the ecommerce world, and its execs plan to spend liberally to achieve their goals. Zaccaria told The Information that Linktree is in a “great spot financially,” but he didn’t rule out the possibility of additional funding rounds in the future.
