The New Power Players in Digital Commerce—RMN and the Creator Economy

Retailers used to treat advertising as a secondary revenue stream. That has changed. Retail Media Networks (RMNs) are now major profit centers, pulling in billions as brands shift their ad spend toward platforms with stronger first-party data. Meanwhile, the creator economy has moved beyond lifestyle content, with brands increasingly relying on creators for performance-driven campaigns.

These two forces are colliding in ways that will redefine brand marketing. Creators offer credibility in a way that traditional ads do not. RMNs provide a distribution channel with precise targeting. Together, they form a marketing strategy that reaches the right consumers with content they actually engage with.

Retailers Are Building Full-Fledged Media Businesses

The early RMN model was simple: retailers sold ad space next to product listings. It worked, but it was transactional. The latest evolution goes much further. Amazon, Walmart, and Target are expanding into off-site advertising, influencer partnerships, and premium branded content.

Walmart Connect, for example, now integrates influencer campaigns directly into its advertising platform, giving brands access to both creator-led content and Walmart’s first-party data for better targeting. Target has done the same, working with influencers to create curated storefronts that mimic social shopping experiences. These retailers are shaping how products get discovered.

Brands Are Making Creators a Core Part of Retail Media Plans

A few years ago, influencer marketing was seen as a brand awareness play. That perception is shifting fast. Marketers are moving more ad dollars into creator-led campaigns that drive direct conversions. The numbers explain why:

• Retail media-driven influencer campaigns can increase sales by 20 to 40 percent, according to industry executives (Digiday).

• Eighty-two percent of RMNs now include creator partnerships, using influencer content for both awareness and performance marketing (Northwestern University & LTK).

• For every dollar spent on influencer marketing, brands see an average return of $6.50, making it one of the most cost-effective digital strategies (Statista).

Instead of treating creators as separate from performance marketing, brands are now embedding influencer content into their RMN ad buys, making it part of a measurable, revenue-driving strategy.

How Brands Can Get More Value from Creator Partnerships

Many brands are still approaching creator marketing the same way they did years ago—short-term deals, one-off product placements, and little regard for long-term impact. That is a mistake. The most effective RMN-creator collaborations are built for sustained results, not just quick hits.

Creators Want Long-Term Brand Partnerships

Brands that treat influencer marketing like a traditional ad buy are losing out. Creators are looking for consistent partnerships that go beyond a single campaign. Companies investing in long-term collaborations are seeing stronger engagement and more brand loyalty.

Nike, for instance, does not just sponsor influencer posts. It gives creators access to exclusive product launches and co-creation opportunities, ensuring they are genuinely invested in the brand. This deeper relationship translates into more credible and impactful recommendations.

Creators Can Do More Than Drive Awareness

Retailers and brands are starting to merge influencer marketing with affiliate marketing, turning creators into real revenue drivers. Instead of just promoting a product, creators are now closing the sale—whether through affiliate links, social commerce integrations, or embedded storefronts.

ShopMy, a fast-growing influencer commerce platform, is an example of this shift. It allows creators to monetize product recommendations instantly, making it easier for brands to track influencer-driven conversions.

Brands Need to Watch for Growing Pains in Creator Marketing

More ad spend flowing into the creator economy means brands need to be smarter about how they structure partnerships. There are real challenges to navigate:

• Creators are negotiating for more control over their content. Brands need to rethink usage rights and licensing agreements to stay competitive.

• Regulations on sponsored content are tightening. The Federal Trade Commission (FTC) is cracking down on undisclosed sponsorships, making compliance a critical issue.

• Influencer fraud is a growing concern. Fake engagement and bot-driven audiences can waste ad dollars, so brands need better verification methods before signing deals.

Retail Media Networks and the Creator Economy Are Redefining Digital Commerce

Retail media is no longer just about placing ads where people shop. Creators are no longer just brand storytellers. The two are merging into a new model where influencer content and precision targeting work together to drive measurable sales.

Brands that want to stay ahead need to do more than just spend on creators. They need to build lasting partnerships, integrate creators into performance marketing, and structure deals that benefit both sides. That is where the real opportunity lies.

References
1. Digiday – "In the pitch for brand dollars, retail media networks turn to creators"
2. Northwestern University & LTK Research – Study on RMN-creator collaborations
3. Statista – ROI benchmarks for influencer marketing