Influencer marketing has evolved. Once upon a time, creators made money through sponsored posts and affiliate links. Today, a new generation of digital creators is moving beyond promotion—they’re building influencer-led brands and selling products directly to their followers.
This transformation marks the birth of creator commerce, a movement where influencers become retailers, merging influence, content, and commerce into one ecosystem. Platforms like TikTok, Instagram, and YouTube are fueling this shift by integrating shopping tools right into the content experience.
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