The influencer sector is maturing, prompting marketers to seek greater accountability and control in creator marketing. As part of this shift, many advertisers are launching or expanding affiliate creator programs. Walmart's creator affiliate program has experienced exponential growth since its launch in October 2021, increasing both total revenue from the program and payouts to creators. Affiliate marketing spend is predicted to rise 10.1% from 2025 to 2026, reaching $13.2 billion, with creator affiliate revenues projected to double by 2024. The program encompasses tens of thousands of creators, demonstrating its importance within Walmart’s marketing strategy.
"Our affiliate activity across how we work with content partners, influencer affiliate networks and Walmart Creator as our own platform has significantly grown. Walmart Creator certainly is a big piece of that."
"Affiliate marketing spend (including both traditional affiliate spending and creator affiliate spending) will increase 10.1% between 2025 and 2026 to $13.2 billion."
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