The shopping app LTK, formerly known as Reward Style, has become a significant force in the creator economy, generating $4.5 billion in annual retail sales and fostering a new wave of millionaires. Founded in 2011 by Amber Venz Box, the platform allows influencers, or 'Creators,' to earn commissions by linking products to their followers, who then purchase through the app. LTK reports that one new influencer has achieved millionaire status each week in 2026, following a trend where over 60 creators reached millionaire status last year. Globally, the app boasts 440 creator millionaires.
Box, who started the company with less than $300 from her Dallas, Texas, bedroom, envisioned LTK as a way for creators to build their own e-commerce businesses rather than merely promoting for others. The platform operates on a three-sided model: creators recommend products and earn commissions, shoppers discover and buy through trusted recommendations, and a catalog of 8,000 brands utilize the marketing technology without charge to reach the engaged audience.
LTK's influence is substantial, rivaling traditional high street retailers. Based on sales volume driven by its creators, LTK would rank as the tenth-largest retailer in the UK, with a monthly sales volume comparable to that of Next. In the UK alone, LTK creators drive £3.2 billion in retail sales annually.
The app's success has been recognized by TIME, which listed LTK among the 100 Most Influential Companies of 2025 for its role in empowering women towards financial independence. Box emphasizes that creators' trust with their audience is their most valuable asset, allowing them to drive significant commerce. "We've actually found that consumers today trust creators more than they trust their family and more than they trust celebrities," Box stated.
While the platform is popular among younger demographics, a notable segment of LTK's top performers are midlife women. Three such creators share their experiences:
Kate Hiscox, 53, has generated over £1.7 million in retail sales and influenced more than 14,000 purchases this year alone on her LTK account. She estimates her earnings between £170,000 and £510,000 in the last six months. With 154,000 Instagram followers and 26,600 on LTK, Hiscox has been using the app for nine years. Her advice includes consistency in posting, utilizing videos, and only recommending quality products. After four years on LTK, she was able to leave her previous job to pursue fashion blogging full-time, crediting the app for providing real financial independence. Her top brands to promote include M&S, ME+EM, and Rixo.
Melissa Murrell, 50, has achieved £2.2 million in sales from her LTK platform this year, with estimated earnings of £220,000 to £660,000 in the past six months. With 343,000 Instagram followers and 91,400 on LTK, Murrell has used the app for four years. She stresses the importance of authenticity and paying attention to data analytics to understand audience preferences. Murrell leverages LTK to monetize her styling advice, enabling her to offer free guidance to thousands of women and invest in her own business ventures, which include online styling consultations and a clothing brand, Marame. She advises aspiring creators to be genuine, consistent, and to invest time in community building. Her promoted brands include Marame, ME+EM, and Zara.
Clare Nall-Smith, 43, averages 169 orders per day from her LTK recommendations, totaling over 29,000 orders this year. With 320,000 Instagram followers and 109,000 on LTK, she has been on the platform for four years. Nall-Smith focuses on building trust and honesty, positioning the app as a problem-solver for shoppers seeking specific items. She believes in doing the research for her audience, testing products, and sharing detailed information on fit and fabric. LTK provided a lifeline when she moved from London, allowing her to continue her personal styling career with a wider reach and earn commissions on sales, building a business around her lifestyle. She emphasizes persistence and providing useful information to build a shopper network. Her top brands are Uniqlo, Cos, and Zara.
