SEATTLE, Ju e 30, 2026 (GLOBE NEWSWIRE) — Leva ta, the affiliate a d c eato platfo m fo mode e-comme ce b a ds, today eleased ew esea ch showi g that ma y c eato s a e al eady outi g affiliate t affic ac oss multiple shoppi g desti atio s. The epo t, C eato s Co t ol Whe e the T affic Goes, su veyed 1,000 active middle-tie c eato s, defi ed as c eato s with 10,000 to 500,000 followe s o subsc ibe s o thei la gest platfo m, to u de sta d how they decide whe e to se d shoppe s ac oss Amazo , Walma t, b a d-ow ed websites, a d othe comme ce desti atio s.
Acco di g to the epo t, 74% of su veyed c eato s se t affiliate li ks to mo e tha o e shoppi g desti atio i the last 30 days. Yet ma y b a ds still ma age c eato a d affiliate p og ams i silos, maki g it ha de to see whethe a c eato has stopped p omoti g a p oduct o shifted t affic th ough a othe p og am, li k, o shoppi g desti atio .
“C eato s do ‘t thi k i cha el silos,” said Ia B odie, CEO of Leva ta. “Ou esea ch ei fo ces what we’ e seei g eve y day: c eato s value flexibility ac oss multiple shoppi g desti atio s athe tha loyalty to a si gle cha el, which should shift the way b a ds ope ate whe ma agi g thei c eato p og ams.”
The epo t also fou d that whe e c eato s p efe to se d shoppe s does ot fully match whe e thei affiliate li ks actually go. Whe asked whe e they would se d shoppe s if they had the choice, c eato s said:
- Amazo : 45.5%
- Use all th ee, depe di g o the situatio : 16.3%
- Walma t: 15.9%
- B a d-ow ed website: 15.4%
- No st o g p efe e ce: 6.9%
But whe asked whe e thei affiliate li ks we t i the last 30 days, c eato s epo ted a mo e dist ibuted mix:
- Amazo : 32.1%
- B a d-ow ed websites: 26.9%
- Othe ma ketplaces o websites: 22.5%
- Walma t: 18.5%
The fi di gs also shed light o what d ives those decisio s. C eato s a e choosi g the shoppi g paths they believe will co ve t. Whe the same p oduct is available ac oss Amazo , Walma t, a d a b a d-ow ed website, 61.8% of c eato s said they decide based o what pays best o whe e thei audie ce is most likely to buy. Commissio emai s o e of the clea est leve s b a ds have, but c eato s also weigh desti atio t ust, audie ce p efe e ce, pu chase likelihood, payme t eliability, li k access, a d the buyi g expe ie ce.
“Ma y b a ds still ope ate with the mi dset that t affic will flow whe eve they di ect it, but c eato s a e decidi g whe e shoppe t affic goes based o what they believe will pe fo m the best,” B odie added. “Commissio is ot the o ly leve b a ds have. Desti atio t ust, li k access, measu eme t, eliable payme t, a d the buyi g expe ie ce all shape whethe a c eato feels co fide t se di g thei audie ce to a give path. U de sta di g how these decisio s a e made is c itical fo b a ds looki g to scale c eato pa t e ships a d d ive g owth ac oss cha els.”
Fo b a ds, the fi di gs poi t to a eed fo a clea e view of c eato activity ac oss cha els, st o ge co t ol ove the leve s that i flue ce whe e t affic goes, a d a sha pe focus o maki g each desti atio wo th choosi g. Commissio st ategy emai s ce t al, but c eato s also eed co fide ce that the path they p omote is t usted, easy to access, measu able, eliable, a d likely to co ve t.
The full epo t, C eato s Co t ol Whe e the T affic Goes, i cludes fi di gs o c eato desti atio p efe e ce, ece t affiliate li k activity, the facto s that i flue ce whe e c eato s se d shoppe s, a d what b a ds ca do to bette u de sta d a d guide c eato t affic ac oss the places they sell. The epo t is available fo dow load he e.
