From Group Chats to Commissions: The New Wave of Affiliate Marketing

The barrier to entry for affiliate marketing has shifted from large-scale celebrity endorsements to intimate peer-to-peer influence. Platforms like ShopMy allow individuals to earn commissions ranging from 10% to 30% by converting everyday advice into revenue. New York publicist Stephanie Dresher adopted the model after recognizing that her habit of curating outfits for friends could easily integrate into a formal affiliate structure.

This sector is experiencing rapid expansion, reaching $216 billion in US e-commerce sales during 2025—a figure that more than doubles the industry's 2020 performance. ShopMy now supports roughly 329,000 creators and 40,000 brands, reflecting a broader transition where authentic, small-scale recommendations drive significant retail volume.