Why TikTok’s New Integration With Affiliate Networks like Amazon, Walmart, Target, & LTK Is a Big Move for Creators & Brands

Here are some examples (reminder: the links only show up on the mobile app):

The Impact & The Benefits

This integration could significantly impact the affiliate marketing space. Here’s how it impacts and benefits key stakeholders:

Creators

Creators have greater potential to earn commissions. Those already signed up with affiliate networks can seamlessly promote products through organic videos. This streamlined process can boost sales, as viewers can now click directly through native links instead of navigating to a creator’s link-in-bio page.

With videos featuring these links eligible to appear on the For You Page, creators may benefit from increased traffic to their profiles, helping them grow their following.

Viewers

For viewers, TikTok’s highly personalized algorithm means they’ll see tailored product recommendations. Add in this more seamless path to purchasing, and viewers get both a personalized shopping experience and an easy way to take action. Another benefit is that shoppers who might not be comfortable buying from TikTok Shop might be more willing to purchase via these links, due to the presence of trusted brands like Amazon and Target.

Affiliate Networks & Brands

Affiliate networks and brands should see increased website traffic and sales. Integrated links simplify the purchasing process, reducing the chances of losing conversions to viewers who might otherwise go directly to a retailer or brand’s website to make a purchase.

With more brands shifting their attention to performance-based engagements with creators, this organic way of promoting products and rewarding creators when they drive sales aligns with that shift.

TikTok

This strengthens TikTok’s shopping ecosystem. While TikTok Shop remains its commerce centerpiece, native linking offers a complementary avenue to attract creators, shoppers, brands, and affiliate networks. Overall, it increases the pool of participants within affiliate marketing.

Interestingly, TikTok’s approach mirrors its moves in other industries, such as music, where it is partnering with Apple Music and Spotify—once seen as competitors when TikTok Music was live—on integrations. While TikTok’s long-term plans may center around TikTok Shop, if it wants to become the number-one destination for shopping, it needs to collaborate with companies that, while potentially seen as competitors, also support its own efforts, as demonstrated here.

It’s unclear whether TikTok takes a commission on sales from these links, but if so, this could open a valuable new revenue stream with minimal effort.

How This Could Impact Link-In-Bio Tools

This comes at a time when companies outside traditional affiliate networks are increasingly entering the affiliate marketing space. While influencer marketing platforms have been at the forefront of this trend, link-in-bio tools are now joining the race. Traditionally used to share affiliate links across platforms like TikTok, these tools are evolving to offer more native support.

Some notable examples include:

• Linktree launched Linktree Shops, enabling creators to add affiliate links from over 35 retailers, including Target.

• Later partnered with Mavely, allowing creators to connect their Link In Bio page to their Mavely account and add links from its affiliate network partners.

• Linkpop by Shopify lets creators add shoppable links from the Shopify Collabs marketplace.

• Squarespace’s Bio Sites introduced Product Links, which integrate products from creators’ Squarespace websites and external affiliate links.

• Beacons added an Affiliate Share feature, enabling creators to generate affiliate links for their products and share them with others to promote.

With TikTok’s new integration likely expanding to more creators and affiliate networks, questions arise about how creators will balance using link-in-bio tools versus TikTok’s native affiliate product links. Will creators prioritize TikTok’s product links to drive sales on the platform over direct traffic to their link-in-bio tools?

Ultimately, the bigger takeaway is that the increasing number of companies entering the affiliate marketing space is a win for everyone. Creators now have more opportunities to share affiliate links and earn commissions. Shoppers can discover curated recommendations from their favorite creators in more places and ways. And brands and affiliate networks gain new avenues to partner with creators and drive sales.

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