Lee Hart
By Lee Hart, Co-founder of Stored.
In the ever-evolving landscape of ecommerce, one shift has become increasingly evident: creators offer the most potential for conversion rate and sales.
It is no secret that traditional affiliate channels have long been relied upon to drive clicks and generate traffic for brands. However, when it comes to delivering conversions, these channels have consistently underperformed. The average e-commerce site converts visitors to customers at around 3%. Delays in the purchasing process cause further breakage, with up to 53% of customers abandoning their shopping carts if a website takes just 2 seconds to load. Affiliate links often take at least that, as well as adding additional clicks before a purchase can be made; so it’s no surprise that they convert at the measly rate of 0.5%.
This subpar conversion rate is where Stored comes into play. Brands now have the opportunity to tap into the true potential of creators by enabling them as a distribution channel, allowing them to sell products directly through their own storefront. This approach provides a simple and transparent way to drive incremental sales with measurable results.
By leveraging creators with close customer affinity, brands can reach new customers who are similar to their existing audience, test how products land with a new group, or amplify engagement around specific products which need a boost.. All without the expense required to stand up a new direct channel.
When brands launch new campaigns, introduce product lines, or offer seasonal sales, creators can maximise reach and impact by leveraging their established following and influence. Their authentic content and recommendations have the power to captivate audiences, create a buzz, and generate substantial interest in the brand’s offerings. This level of organic engagement is often unmatched by traditional marketing channels.
Furthermore, brands leveraging creators can address issues like surplus stock, improving both their cash flow and their sustainability credentials by increasing stock turnover, minimising wastage, and optimising inventory management.
Stored provides a platform that empowers both retailers and creators. Giving them the tools they need to become effective distribution channels for brands. We ensure brands retain full transparency, allowing them to carefully select the creators they want to collaborate with and giving them visibility of results. By providing creators with their own storefront, from which their followers can easily browse and purchase recommended products. Stored also helps increase the value of those collaborations and ensuring brands only pay commissions only on the sales generated means a fair and mutually beneficial partnership.
In conclusion, the traditional affiliate channel model is limited in its ability to drive conversions effectively. As brands strive to maximise their reach and boost their sales, they must embrace the true power of creators as their new distribution channel. The era of creators as powerful distribution channels has arrived, and brands that embrace this shift will unlock incremental sales, expand their reach, and thrive in the ever-evolving digital landscape.
About the author:
Lee Hart is the co-founder of Stored, a startup dedicated to empowering creators and influencers to monetise their magic and turn their passion into profits. With a prominent background in fintech and payments, Lee is committed to helping creators and brands leverage their potential to achieve financial success.
