Guide
Strategy
Both
LTK and ShopMy are creator commerce apps: shopping platforms built around one creator's curated product picks, not a brand-run program on a network like Awin or Partner-ads. The creator builds a browsable "storefront" inside the app, and shoppers discover and buy there directly — but the retailer still sets the commission rate, typically 10-30%. ShopMy layers on top of existing affiliate networks for some of its brands; LTK largely runs its own retailer integrations.
A creator commerce app is an app where a creator builds a personal, browsable "storefront" of products from many different brands, and shoppers discover and buy those products directly inside the app itself — not just via a single link the creator shares elsewhere. LTK and ShopMy are the two largest examples. That makes them structurally different from a traditional affiliate network such as Awin, Partner-ads or Adtraction, where the network is primarily a tracking and payout engine behind a link the creator has to distribute themselves — the network has no shopping audience of its own browsing content.
Commission works on the same basic principle as a standard affiliate program: the retailer or brand sets the rate, and the creator earns a share of any sale that traces back to their link. What's new is the distribution layer on top: the app itself is a shopping destination with its own audience, not just a technical middleman behind a link the creator has to post and promote themselves.
LTK is a digital storefront where creators tag and share products and followers shop directly from a creator's content inside the app. According to LTK's own "how it works" page for creators, joining requires at least 5,000 followers on a public social profile, plus regular, high-quality posts that tag and share products at least twice a week.
Commission is set by the individual retailer, not by LTK itself: "Retailers set their own commission rates for their products," per LTK's own page, typically 10-25% and up to 30% depending on category. On the brand side, LTK itself recommends a 14% rate to encourage organic creator participation, while the average brand commission on the platform is, by LTK's own figure, 16%. Brands can also pay a flat fee for a specific campaign collaboration on top of the ongoing commission — the two income streams run in parallel.
On scale: LTK's own company page states 1M+ brands, 8,000 integrated retailers, a presence in 160+ countries, and 44M+ monthly shoppers inside the app — that built-in shopping audience is the whole point of the difference from a plain affiliate network. Brand approval typically takes 2-3 business days, per LTK.
ShopMy is a newer creator commerce and affiliate platform where a creator adds products to their own catalog or "storefront" — either products already in ShopMy's catalog, or via alternative methods for products that aren't. Commission — typically 10-30% depending on the brand or retailer — is likewise not set by ShopMy itself, but runs on a revenue-share model between ShopMy and the individual merchant.
The point that separates ShopMy from a pure creator-storefront app is that the platform itself describes two distinct types of brands. "Brand Partners" have direct access to ShopMy's platform and can offer higher, more competitive rates, custom commission codes, gifted product and flat-fee opportunities. "Commissionable Partners", by contrast, participate through existing affiliate networks — ShopMy's own guide names ShareASale, Impact, Rakuten and CJ specifically — where "the brand extends a commission rate to ShopMy through these networks, which powers tracking and commission earning." For that type of brand, ShopMy has no direct platform access, so commission changes or earning restrictions can happen outside ShopMy's own control.
That is the central point of this article: for a portion of ShopMy's brands, ShopMy is not an alternative to a traditional affiliate network — it's a discovery and distribution layer on top of the very same network a brand may already run a program through. See affiliate influencer marketing: how the model works for how that underlying network mechanic (cookie, click, attribution) actually functions.
ShopMy also runs a "full-cart" rule: if a shopper clicks one specific product link but ends up buying something else in the same order, the creator still earns commission on the entire cart, not just the originally linked item. Creators get paid weekly, every Friday, via Stripe or PayPal, once their balance reaches a minimum of $11, and settlement itself typically takes 30-120 days from purchase — that window covers the retailer's return period, verification and invoicing between the retailer and ShopMy.
| LTK | ShopMy | Traditional affiliate network (e.g. Awin, Partner-ads, Adtraction) | |
|---|---|---|---|
| What it fundamentally is | The creator's own shoppable "storefront" in an app with its own consumer audience | The creator's own product catalog/storefront plus a browser extension, with its own consumer audience | Tracking and payout infrastructure behind a link the creator has to distribute themselves |
| Who sets the commission | The retailer, typically 10-25%, up to 30% | The brand/retailer, typically 10-30% | The brand, in coordination with the network |
| Creator eligibility gate | At least 5,000 followers on a public profile | No publicly stated follower minimum in the material reviewed here | Varies; often no fixed minimum, the network approves the application |
| Does the app bring its own shopping audience? | Yes — 44M+ monthly shoppers per LTK's own figure | Yes, but the scale isn't publicly quantified in the material reviewed here | No — the network is a technical middleman, not a shopping destination |
| Relationship to existing affiliate networks | Mostly its own retailer integrations (8,000 retailers per LTK's own figure) | Partly layered on top of existing networks (ShareASale, Impact, Rakuten, CJ) for "Commissionable Partners" | Is the network itself |
| Payment cadence | Not stated in the material reviewed here | Weekly on Fridays, $11 minimum, 30-120 day settlement | Varies by network; typically monthly, often with a net-30 practice |
IF you're a brand trying to reach an audience that's already in "shopping mode" inside an app — not just your own followers or search traffic → a creator commerce app adds a discovery layer a plain affiliate link can't provide on its own.
IF you already run an affiliate program through a network like Awin or Partner-ads → check whether that same network already powers your commission into ShopMy's "Commissionable Partners" layer before assuming a whole new integration is required.
IF you're a creator trying to consolidate links to many different brands in one place followers can browse over time → a creator commerce app suits that better than juggling separate links across several networks yourself.
IF your audience or market isn't confirmed as covered by the platform (see the Denmark section below) → test at small scale before building a larger part of the strategy around it.
The figures below are hypothetical and for illustration only — not data from a Make Influence customer, or from LTK or ShopMy themselves.
Assume a DKK 500 product, where a creator generates one sale through each of the three routes, each using the rate their own pages state as typical:
The actual rate decides everything here — none of the three routes is inherently cheaper or more expensive for the brand, because commission is set by the retailer or brand in all three cases, not by the platform. The difference is whether the app itself brings an extra shopping audience along, beyond what a creator's own channels reach.
Neither LTK's nor ShopMy's own pages name Denmark or the Nordics specifically as a covered market. LTK's own company page lists offices in the United States, United Kingdom, Brazil, South Korea, Germany, China and Australia — no Nordic location. The signup criteria stated on both platforms' own pages are follower- and engagement-based, not geographic, so a Danish creator who meets the follower threshold isn't explicitly excluded — but that's not the same as a confirmed, locally supported program, and payout defaults to USD or GBP, not DKK. Treat it as a global opportunity without a documented Danish presence yet, rather than a confirmed part of the Danish market.
Make Influence neither runs nor integrates with LTK or ShopMy today. Our experience is that the most important question before building strategy around a creator commerce app is exactly what the comparison table above shows: find out whether your commission into the app is already routed through a network you already know, before treating it as an entirely new channel to negotiate. Attribution can also get harder to keep clean once the same sale can potentially be traced through both a direct tracking link and a creator commerce app's own system — see pay per sale, per click or per lead for the broader logic of keeping payment models and tracking responsibility separate per channel.
Not in the traditional sense. Both are creator commerce apps with their own shopping audience inside the app. LTK mostly runs its own retailer integrations; ShopMy layers on top of existing affiliate networks like ShareASale, Impact, Rakuten and CJ for a portion of its brands. See affiliate influencer marketing: how the model works for how a plain network functions by comparison.
The retailer or brand, not the platform itself — exactly the same principle as a traditional affiliate program. See how much commission should influencers get for how a brand should set a rate from its own contribution margin.
Yes, and for a portion of ShopMy's brands it already happens in practice through the "Commissionable Partners" layer. Check whether your existing network agreement already covers the platform before negotiating a new, separate deal.
Per LTK's own page, joining requires at least 5,000 followers on a public social profile plus regular, high-quality posts tagging products at least twice a week.
Setting up your own program gives full control over setup and recruitment, but no built-in shopping audience. See how to set up an affiliate program for influencers, step by step for the three setup paths a brand can choose between instead.
Neither platform's own pages confirm Denmark as a named market. Signup criteria are follower-based, not geographic, but that's not the same as a confirmed local program — see the Denmark section above. See affiliate influencer marketing in Denmark for the networks confirmed active in Denmark.
Partly — and it's a good example of the same underlying model appearing on the retail-media side. Target's "Influencers by Roundel" product uses LTK as its named creator network partner for managed-service campaigns, alongside Amazon's and Walmart's own, different mechanisms — see creator content in retail media networks for how all three compare.
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