Harnessing the Growing Power of the Creator Economy: Insights from Jon Claydon at eTail West

The landscape of e-commerce and digital marketing has been evolving at a rapid pace, and at the heart of this transformation is the creator economy. Brands are no longer relying solely on traditional advertising; instead, they have been leveraging influencers and content creators to drive meaningful engagement and sales. Jon Claydon, Chief Strategist at Acceleration Partners, took the stage at eTail West to discuss how brands can harness the growing power of the creator economy to stay ahead in the competitive e-commerce space.

The Shift from Awareness to Acquisition
Jon highlighted a significant shift in how brands engage with influencers. Previously, influencer marketing was primarily used for brand awareness and visibility. However, over the past few years, there has been a noticeable acceleration toward using creators to drive commerce and customer acquisition.
“With the rise of platforms that facilitate seamless shopping experiences, brands have been moving beyond mere exposure,” said Jon. “They are actively working with influencers to integrate their content into the purchase journey, making the creator a direct driver of sales rather than just a brand ambassador.”
One of the most prominent examples of this shift is TikTok Shop. The platform has revolutionized social commerce, allowing brands and creators to merge content with e-commerce effortlessly. As technology continues to evolve, brands that embrace these new models will be best positioned to succeed.

Building a Tech Stack for Creator-Led E-Commerce
To fully capitalize on the power of influencer-driven commerce, brands need a sophisticated tech stack that streamlines creator discovery, facilitates transactions, and measures performance effectively. According to Jon, key components of this stack include:

• Creator Discovery Platforms– Tools that help brands identify and connect with the right influencers who align with their values and target audience.
• Shoppable Content & Storefronts– Features like TikTok Shop, Instagram Shopping, and custom storefronts that allow influencers to seamlessly drive sales.
• Comprehensive Analytics & Measurement– Brands must go beyond traditional metrics like engagement and clicks, measuring the holistic value of influencer collaborations across the customer journey.

“The ability to track and attribute influencer-driven sales is critical,” Jon emphasized. “Brands need to move beyond vanity metrics and focus on data-driven insights to optimize their influencer strategies.”

Leveraging UGC, Affiliate Marketing, and Data to Maximize Impact
Beyond direct collaborations with influencers, Jon also stressed the importance of user-generated content (UGC) and affiliate marketing as powerful tools in the creator economy. “UGC fosters authenticity and community engagement,” he explained. “Consumers trust content that feels organic and relatable, which is why brands should encourage their customers and creators to share real experiences with their products.”

Affiliate marketing has played a crucial role in turning creator influence into measurable sales. By integrating creators into affiliate programs, brands have been able to incentivize them to drive conversions while ensuring performance-based compensation. Additionally, data and analytics have been essential for brands looking to refine their approach. “Understanding what’s working and what’s not allows brands to optimize their creator partnerships, allocate budgets effectively, and scale their most successful campaigns,” Jon said.

The Future of the Creator Economy in E-Commerce
As platforms continue to innovate and consumer behaviors evolve, the role of influencers in e-commerce will only grow stronger. Brands that embrace a performance-driven approach to influencer marketing, leverage the right technology, and invest in authentic creator relationships will gain a significant competitive edge.

Jon Claydon’s insights at eTail West provided brands with a roadmap to harness the full potential of the creator economy. From developing a robust tech stack to leveraging influencer-driven commerce, the opportunities are vast for brands willing to adapt and innovate.

For more takeaways from Jon’s panel discussion at eTail West, reach out to Acceleration Partners to learn how we help brands navigate the evolving creator landscape.