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TikTok creators are driving one of the most transformative shifts in affiliate marketing—redefining performance, rewriting the rules, and delivering results unmatched on any other platform. The TikTok Shop is here and it is growing fast. This is important for brands, affiliates, and anyone interested in commerce.
Meet the Speakers
Lesley-Ann Hall, CEO of Iced Media, who opened Affiliate Summit East 2025 with a clear mission: to equip brands and creators with actionable strategies for success on TikTok Shop.
Joining her on stage - two of the platform's leading innovators:
- Stormi Steele, CEO of Canvas Beauty, stands as the top TikTok Shop affiliate in both the U.S. and U.K., with over two million units sold of her flagship product, Body Glaze. Her story is one of resilience and reinvention, transforming a near-business collapse into viral success through authenticity and storytelling.
- Lexie Rosenstein, a leading beauty creator, has generated millions through shoppable short-form videos and live streams. With a background in fashion and marketing, she bridges creative storytelling with data-driven growth, proving that expertise and passion remain a winning formula.
TikTok Shop vs The World: How a Platform Redefined the Affiliate Landscape
In less than two years, TikTok Shop has redefined affiliate marketing in the U.S., outperforming legacy platforms in engagement, reach, and conversion rates. For creators like Lexie and Stormi, the platform has become both a revenue engine and a brand-building ecosystem.
- Lexie built a multimillion-dollar brand by leveraging the power of shoppable videos and live streams to connect directly with her audience. “I use platforms like YouTube and LTK as well,” she explains, “but TikTok Shop outperforms them all in terms of engagement, reach, and actual conversions. The way people shop here is faster, more seamless, and more fun—it’s completely changed the game for me.”
- Stormi skyrocketed her business by selling over 2 million units of her signature Body Glaze, largely thanks to the authentic vibe she cultivated on TikTok Shop. “It feels natural here—not forced or overly produced,” she says. “People relate to real moments, and that’s exactly what TikTok Shop helps creators and brands deliver at scale. It’s like having your own digital storefront where your community already hangs out.”
Bottom line: TikTok Shop’s integrated ecosystem is setting a new standard for creator-driven commerce.
Why Does Getting in Early Matter?
Both Lexie and Stormi recognized TikTok Shop’s potential long before it became a mainstream sales channel. Their early adoption gave them an algorithmic and cultural advantage—allowing them to establish credibility and capture market share before the competition.
- Stormi: After hitting $20M in sales and facing near-collapse on Facebook, Stormi rebuilt from the ground up. She pivoted to body care and focused her efforts on TikTok Shop. With nothing to lose, her raw, unfiltered storytelling and faith in her product (Body Glaze) struck viral-scale success.
- Lexie: Fresh out of FIT with a marketing degree, Lexie jumped at the chance to make content for ByteDance (TikTok’s parent company). Fashion may have been her career, but beauty was her passion. Her first TikTok Shop video reached 14 million views. Consistency and real enthusiasm became her differentiators, and they paid off.
What Makes a Product Pop? (And How Affiliates Pick Winners)
For creators like Lexie, authenticity is non-negotiable. A recommendation must be rooted in genuine product use and trust. This credibility translates directly to conversion.
- Product–Market Fit: Does the product solve a real problem for your target audience?
- Differentiation: What sets your product apart - unique ingredients, brand mission, or social impact?
- Trust: Lexie positions herself as a “human filter” for her community, recommending only products she genuinely uses.
Stormi’s approach to product marketing follows a clear emotional funnel:
- Think - Capture attention through intriguing design.
- Feel - Build connection through sensory storytelling evoke memories, moods, and moments.
- Do - Drive action (likes, purchases, and recommendations) through a blend of curiosity and emotional resonance.
Best Practices for Brand–Creator Partnerships
- Lead with Clarity
Creators want to know exactly what you are offering from the start. Is the collaboration a product exchange, a paid opportunity, or an affiliate-based partnership? Transparency builds trust and demonstrates respect for their time and professionalism. - Enable Creator Success
Support does not stop at sending a product. Provide assets and incentives that inspire engagement. Limited-time offers, exclusive discount codes, flash sales, and giveaways can transform a simple post into a high-performing campaign. - Empower Creative Freedom
The most effective collaborations happen when brands trust creators to lead. These individuals understand what resonates with their audiences. Offer guidance, not scripts. Share goals, not mandates. - Avoid Overly Polished Campaigns
Audiences value real over rehearsed. Overproduced content often feels disconnected. Creators like Stormi avoid brands that appear too rigid or formulaic. Authenticity drives trust, and trust drives sales.
The takeaway: Successful partnerships are built on mutual respect and shared purpose. Brands that balance structure with creative freedom earn not just attention, but lasting advocacy.
How Can Your Brand Attract Top Affiliates?
To attract high-performing affiliates, brands must compete not only on commission but on collaboration, transparency, and storytelling
- Commission: Offer competitive rates - 20% minimum, with 25% ideal for top-tier affiliates.
- Collaboration: For structured campaigns, define clear deliverables and fair compensation.
- PR Seeding: Gifted products without posting pressure can spark authentic endorsements and earned media.
- Authenticity and Relationship: Brands with genuine purpose and story often attract creators organically, even without large payouts.
Top Tips: Speed Round
- Should brands discount on TikTok Shop?
Flash sales can work, but long-term success depends on preserving the value of your hero products.
- Content trends?
Trends shift quickly so focus on authenticity and category-specific conversations instead of chasing virality.
- Short video or live shopping?
For sustained ROI, prioritize short videos. For immediate sales and deeper engagement, invest in live shopping. But you should do both to maximize outcomes.
Final Thoughts:
TikTok creators are reshaping what affiliate marketing means—blending authenticity, community, and commerce in ways no other platform can match. As TikTok Shop continues to expand, the brands that partner with creators early and authentically will define the next chapter of digital retail.
