YouTube is expanding its partnership with Shopify, allowing eligible Shopify Plus and Advanced merchants in the US to join YouTube Shopping’s affiliate program. Merchants can sign up through the Google and YouTube app on Shopify and manage their programs via Google Merchant Center.

Despite the passage of time since March 2020, brands are still navigating how to effectively integrate the strengths of both affiliate marketing and influencer marketing into their strategies

The Creator Platform allows the company's 450,000 retail partners to collaborate with creators on affiliate partnerships, brand campaigns, and gifting programs.

TikTok plans to expand its e-commerce functionality through new features and tools, including affiliate links and live stream shopping for creators and product catalogs for brands.