- Amber Venz Box is a fashion influencer and the founder of creator-shopping platform LTK.
- The company’s creators drove more than $3 billion in retail sales over the past 12 months.
- Here are Venz Box’s tips for influencers looking to make money through social commerce.
When it comes to, there’s no denying fashion blogger Amber Venz Box is an expert. As an influencer, she’s been driving sales — and getting paid a commission — for more than a decade. And as a founder, she’s helped shape the industry.
Her company, LTK, allows creators to monetize social commerce through affiliate marketing, personalized “shop fronts” on a webpage or app, and sponsored partnerships with brands.
The company, which is worth $2 billion thanks to a recent $300 million investment from SoftBank, works with more than 5,000 brands and 150,000 influencers, and drove more than $3 billion in retail sales over the past 12 months.
Those numbers could go up as the social commerce market expands. Social commerce sales in the US reached $36.62 billion this year, according to EMarketer, and are on track to grow $45.72 billion next year. By 2025, sales will more than double to $79.64 billion.
And platforms like YouTube, Instagram, and TikTok are doubling down on social shopping through in-app affiliate marketing programs and new live-shopping features. That means more potential revenue for influencers.
Here are Venz Box’s three top tips for creators looking to make money through social commerce:
1. Treat it like a business
“You are starting a business,” Venz Box told Insider. “As you would start any business, whether you’re selling cupcakes or you’re a retail store, you start with a business plan.”
Creators should be thoughtful and thorough, she said, and think about exactly what type of product they want to sell and what they want their page — or LTK shop — to look like.
Like with any serious business, a creator should have a timeline, including how much time and money they’re willing to invest before they start seeing significant returns.
2. Be the big sister
“Creator-guided shopping means that you help people,” she said. “You are taking them shopping.”
Part of being helpful is to be accessible — not aspirational. Rather than highly produced shoots and perfect content, many successful creators give followers a glimpse into their everyday lives, which includes showing what they wear or use in real life.
“Be the big sister, be the best friend,” Venz Box said. “That’s a different thing than being a hero.”
3. Focus on the analytics that matter
Creators get a lot of data from platforms — but it often shows more about how the platforms make money, not how creators make money.
“These are the metrics that they look at to make sure that they are able to monetize your content, but they might not be the most important thing to you,” she said.
Instead, creators should focus on what’s important to their own businesses — like which platforms are driving the most sales, which products people are actually clicking on, and which retailers are their most successful partners — and not necessarily follower count.
“Fake followers don’t buy things,” she said.