Online shopping continues to accelerate, and Creators are now powering the next wave of e-commerce. Here’s what brands, marketers, and community leaders need to know from the latest LTK research, paired with actionable tips to fuel your strategy.
1. Creators Lead Purchase Decisions
Creators now surpass brands, retailers, celebrities, and store associates in influencing purchase decisions. Notably, LTK has reported that 73 percent of Gen Zers and 57 percent of millennials rely on Creators for purchase decisions.
Tip: Work with Creators who align with your brand to foster deeper, lasting connections with your target audience.
2. Mobile Shopping Unifies Consumer Behavior
The gap between men’s and women’s online shopping habits is closing. Both shop primarily on their phones, and both are highly influenced by the Creators they follow on social channels. LTK data supports this, with 70 percent of Gen Zers and millennials shopping primarily on their mobile devices.
Tip: Optimize your campaigns for mobile by investing in vertical videos, shoppable posts, and seamless mobile experiences.
3. Convenience Drives Online Shopping Decisions
Convenience remains the top driver—consumers rank convenience, wide selection, and price highest when shopping online. In fact, 71 percent of consumers who prefer shopping online over shopping in-store do so for convenience reasons.
Tip: Streamline the purchase journey. Make checkout frictionless, and highlight unique attributes that set your brand apart.
4. Social Platforms Are Key for Discovery and Advice
Beyond connecting with friends, people now visit social platforms to seek tips and product advice from Creators and influencers. In fact, 84 percent of LTK consumers trust brands more when they see Creator content on a brand’s website.
Tip: Focus on platforms where your audience is most engaged, and support Creators in sharing authentic opinions, reviews, and exclusive deals.
5. Inclusivity and Representation Matter
Social media users want to see diversity and relatability within brands and Creator partners. A whopping 81 percent of Gen Zers revealed that their brand preferences and purchasing decisions are heavily influenced by multicultural and diverse consumer groups.
Tip: Collaborate with Creators from diverse backgrounds and communities to reflect the full spectrum of your audience, fostering trust and loyalty.
6. Influencer Marketing Delivers Measurable Results
Brands leveraging platforms such as LTK are experiencing remarkable sales growth. LTK’s Creator-powered platform now supports more than 8,000 brands in managing, scaling, and measuring influencer campaigns. With more than 40 million monthly shoppers and over $5 billion in annual retail sales driven by Creators, LTK has become a cornerstone of the Creator economy.
Tip: Leverage LTK to find Creators for your brand and track results for a data-driven approach that builds both influence and revenue.
7. Shoppable Content Is Driving Faster Purchase Decisions
With 91 percent of Gen Zers relying on Creator recommendations when making purchase decisions, it is of paramount importance for brands to invest in Creators.
Tip: Invest in shoppable videos, stories, and livestreams to turn inspiration into action and capture audiences in the moment.
The Bottom Line
Creators remain at the forefront of shaping today’s online landscape. Authentic partnerships, inclusive approaches, and a mobile-first mindset – supported by real-time data – empower brands to connect and grow. Elevate your brand and harness the community-driven power of Creators by partnering with LTK today.
Blog originally published in May 2022 and updated in August 2025.