Support Both Retail and DTC Objectives

One of the biggest misconceptions about ShopMy is that it exists solely to drive direct-to-consumer sales.

In reality, some of the most effective programs are designed to support both owned and retail channels, with ShopMy offering detailed DTC and retail reporting. Whether the priority is Sephora, Ulta Beauty, Nordstrom, Dermstore, or a brand's own website, affiliate strategies should be aligned with the broader marketing calendar and commercial priorities. A new product launch, key retailer promotion, Friends & Family event, or holiday tentpole should all influence affiliate planning and creator outreach.

The strongest programs operate as an extension of the business, supporting the moments that matter most rather than functioning as a standalone channel.

Treat Commission Strategy as a Competitive Advantage

Commission structure is one of the most important performance drivers of a ShopMy program.

While beauty commission rates typically land within the 15%–20% range, the right rate depends on category dynamics, retailer offerings, and the competitive landscape. Creators are evaluating opportunities across dozens of brands at any given time, and commission rates play a meaningful role in determining where products are featured, recommended, and prioritized.

Before setting commission levels, brands should understand what competitors are offering and how commissions at their retailers compare to their DTC commissions. The goal is not necessarily to offer the highest rate in market, but to ensure the program remains competitive enough to earn creator attention and participation.

Strategically tiered commission structures - where creators are rewarded with higher commissions when hitting certain sales goals, and higher commissions are set during key seasonal moments - also helps drive support and sales volume.

Look Beyond Follower Count, Category & Platform

One of the most valuable lessons in affiliate marketing is that audience size does not always predict performance. Trust and relevance frequently outperform scale.

Some of the highest-converting partners have highly engaged communities rather than massive followings. When evaluating creators, metrics such as conversion rate, average order value, order volume, audience alignment, and content quality provide a much stronger indicator of success than follower count alone.

Category can also surprise you - a creator who focuses on design could still be the right fit for your skincare line if she can speak about it authentically and reaches your target audience. Not every top performing affiliate will be in beauty.

Finally, consider various platforms - Instagram or TikTok may perform best for the brand, but many influencers drive sales through Substack, YouTube, and on ShopMy itself. Real influence, trust, and loyalty ultimately drives sales.

The Takeaway

The strongest ShopMy programs are built with thoughtful strategies aligned to business priorities, structured to compete effectively, and focused on the creators most likely to drive meaningful conversion.

As creator commerce continues to evolve, brands that approach affiliate as a long-term growth channel will be best positioned to unlock its full potential.