Walmart Creator to monetise shoppable products

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A new Walmart Creator is a one-stop portal that makes it easy for creators to monetise shoppable products from the retailer. Creators who sign up will have access to tens of thousands of products and are given the opportunity to earn revenue all while earning commissions on sales they refer with no cap.

Walmart believes anyone can be a creator, and Walmart Creator aims to democratise the tools and resources needed to do so. If you were at ChannelX World last week, you’d have heard TikTok’s Patrick Nommensen extolling the virtues of partnering with creators and revealing just how powerful this route to market can be:

In markets like the UK, already more than 60% of sales come from mobile. That’s not changing. That’s one key component to social commerce. Creators are the second one – and creators enable brands to talk directly to audiences that already exist. Creators allow these brands to access new audiences through creators who have fostered a really hyper engaged community, based on authenticity and trust

-Patrick Nommensen, senior director of ecommerce operations, TikTok

Walmart agree with Patrick and enabling creators to access their products and monetise them is a bold move – remember Walmart are the biggest retailer in the world – bigger than Amazon if you include their offline business. Other retailers will be watching with interest before deciding if they too should make it easy for creators to monetise product promotion.

We know our customers are inspired by the content and stories they see from their favourite influencers in their social feeds every day. This next step in our strategy will help fuel inspiration for our customers by connecting their favourite creators directly with our brand and the brands they love at Walmart.

– William White, chief marketing officer, Walmart US

By launching in beta ahead of the busy holiday season, Walmart is putting creators in a strong position to earn while also continuing to evolve and optimise the platform before launching fully in 2023. In this platform, creators can utilise carefully curated product collections to inspire their next content story and generate affiliate product links for their posts. They can track and view performance in Walmart Creator’s analytics dashboard to understand how customers engaged with the products they featured in their posts. Creators can also apply to be a part of any upcoming brand campaigns.

Creators can get started by applying for beta access at


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