Talent agencies are shifting creators from traditional influencer work into commerce-driven businesses. Here's what you need to know:
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Lexi Rosenstein has around 150,000 TikTok followers but has sold more than 500,000 products on TikTok Shop, with an average monthly GMV of $300,000 to $600,000.
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Creator income is becoming more commerce-based, with product sales, merchandise sales, and affiliate marketing making up 21.2% of total creator income, according to a January survey of 1,000 U.S. creators by The Influencer Marketing Factory.
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Talent management company Underscore Talent now treats affiliate marketing as a core strategy and says about 80% of its 100 to 200 creators have Amazon storefronts.
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Prime Day has become a major creator sales moment, with Underscore preparing creators one to two months ahead and handling more than 50 brand deals during a typical Prime Day window, generating six- and seven-figure offers in total for clients.
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Creator Michelle York began attracting major brands when she started selling products through TikTok Shop. Her post about Tarte's discounted beauty bundle took off and made her one of Tarte's top-performing affiliates on the platform. Tarte generated more than $80 million on TikTok Shop in 2025 and ranked as the platform’s third-largest brand, according to Charm.io.
The Data Behind Top Creators on TikTok Shop
Creators are increasingly earning revenue directly from product sales. The Charm data below shows the top U.S. TikTok Shop creators based on sales generated across all categories in the last 30 days.
@myfamilypov
Total Revenue: $2.3M
Total Video Views: 176.0M
Total Video Ad Spend: $526.3K
Product Sold in Top Video: SEESE Cordless Pressure Washer ($189.8K)
@trending_ttok
Total Revenue: $1.7M
Total Video Views: 62.6M
Total Video Ad Spend: $544.7K
Product Sold in Top Video: Shark Matrix Robot Vacuum ($103.5K)
@ericsfindss
Total Revenue: $1.5M
Total Video Views: 30.5M
Total Video Ad Spend: $342.1K
Product Sold in Top Video: Shark Detect Ultralight Corded Stick Vacuum ($412.0K)]
@hannahbentley
Total Revenue: $1.3M
Total Video Views: 46.4M
Total Video Ad Spend: $297.0K
Product Sold in Top Video: Shark PowerPro Flex Reveal Cordless Vacuum ($126.4K)
@be.lush
Total Revenue: $1.2M
Total Video Views: 34.8M
Total Video Ad Spend: $345.0K
Product Sold in Top Video: Ninja SLUSHi Slushie Machine ($209.6K)
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