Authenticity at Scale: Retail’s Next Growth Driver

Online shopping today looks very different than it did a decade ago. More customers are turning to social media and other sites to discover and purchase products. However, shoppers still trust real people more than these platforms, and their recommendations are key to retail growth.

On our affiliate marketing platform, creators and influencers drove 17 percent of retail traffic in 2024, and this is projected to reach 25 percent by the end of this year. These numbers are more than statistics; they show where retailers can drive real impact by engaging consumers authentically.

For small and midsized retail teams, the pressure to “be everywhere at once” can feel overwhelming, especially with limited budgets. While artificial intelligence-powered recommendations and algorithmic search are changing the way products are surfaced, it’s human voices that continue to cut through the noise.

Why Credibility Matters More Than Clicks, Especially for Gen Z

Gen Z and younger millennials exemplify this shift and continue to reshape retail discovery. Saturated with advertising from a young age, they've learned to tune out traditional marketing. Instead, they rely on voices they trust. Nearly 40 percent say a friend or family member's recommendation influenced a recent purchase, and around the same number report trusting influencers more today than they did a year ago.

For retailers, success goes beyond reach or impressions. Instead, this generation responds to genuine, relatable content. Around 97 percent turn to social media for product inspiration, but more than half skip content that feels scripted or overly commercial.

What truly drives conversions are recommendations that feel real and relevant, whether from a peer, creator or community. Retailers that focus on these authentic touchpoints will build trust and generate lasting sales.

Meeting the Demand for Credibility With Creators

Influencers and creators are the most effective way for retailers to deliver the authenticity consumers crave. Their content, whether it’s a TikTok review, Instagram post, podcast mention or newsletter feature, does more than nudge a purchase. It creates a halo of trust that extends beyond the last click while resonating with niche communities in a way brands couldn’t by themselves.

This explains why investment in influencer and creator marketing has skyrocketed, expected to exceed $32 billion by the end of 2025. Brands increasingly recognize that these voices are the most powerful way to drive engagement, discovery and, ultimately, conversions.

Turning Trusted Voices Into Retail Sales With Affiliate Marketing

Affiliate marketing is where authenticity and performance meet. According to the PMA’s 2025 Industry Study, affiliate marketing generated $113 billion in U.S. e-commerce sales last year, accounting for 9.4 percent of total e-commerce revenue. The same study showed retailers also see strong returns: $11 for every $1 invested category-wide, with department stores reaching $21:1, office supplies $20:1 and automotive parts $19:1.

While influencer campaigns can spark engagement, affiliate marketing provides the framework to turn trusted voices into measurable, sustainable growth. A strong affiliate platform is key to unifying these efforts in one place, allowing retailers to form partnerships, track performance, and measure results that amplify the impact of their entire marketing team.

Unlike traditional media or standalone influencer campaigns, affiliates operate on a performance-based model, meaning retailers only pay for results. This cost-efficient approach ensures every creator partnership not only reaches consumers in an authentic way, but also drives accountable, revenue-generating outcomes.

The Path to Scalable Influence in Retail

The retail landscape is evolving, and the brands that succeed will be those that harness the power of trusted voices. Consumers seek authenticity, relevance and connection, and they don’t respond well to blanket advertising or algorithmic recommendations.

By combining creators, influencers and affiliate marketing, retailers can meet that demand while measuring real impact.

The message for retail teams is clear: growth lies at the intersection of trust and performance. Those that embrace this approach can turn authentic influence into measurable growth, cultivate lasting customer loyalty, and capture the next wave of retail opportunity.

Adam Weiss is president of North America at Awin, a global affiliate marketing platform.