Here at New England Coastal Creative (NECC), one of the most common questions we hear from our community is: “Should I be on ShopMy or LTK?” We hear it from both creators and brands who want to monetize their content, reach their audience, and make an impact with affiliate marketing.
The honest answer is that we use both, and they each play a different role in our overall strategy. In this updated version, we are taking you behind the scenes of how these platforms work, what has changed, and how to choose the right mix for you.
LTK: The Original Affiliate Marketing Giant
LTK (formerly RewardStyle) has long been the go to platform for affiliate marketing, especially for creators in fashion, beauty, home, and lifestyle. It is very much a creator facing platform, built around helping influencers and content creators share products, track performance, and grow their affiliate revenue. With its built in discovery tools and partnerships with major brands, LTK simplifies the process of connecting creators with products their audiences already love.
LTK is still the leader in this space, and the platform continues to roll out new tools, analytics, and shopping features, with even more updates planned for 2026. It is powerful, but it is not always the perfect fit for every creator or every brand, so it is helpful to look at the pros and cons for both sides.
For Brands: Why Choose LTK?
If you’re a brand looking to tap into a vast network of experienced influencers, LTK offers a streamlined solution for affiliate marketing. It’s ideal for businesses that want to scale their influencer partnerships quickly, access valuable performance data, and reach engaged audiences. However, the platform’s crowded ecosystem and higher costs may not suit every business model.
Pros:
- Ease of access to creators. Brands can quickly connect with influencers who already understand how to drive traffic and sales.
- Increased sales potential. LTK remains one of the strongest revenue drivers for retailers and lifestyle brands.
- Brand exposure. Your products can appear inside the LTK app where shoppers actively browse for recommendations.
- Strong tracking and analytics. LTK’s reporting tools continue to improve and give brands clear insight into creator performance.
Cons:
- Costs. Paid campaigns or ongoing partnerships can be expensive depending on creator size.
- Less control. Brands cannot always dictate how or when creators post.
- Consistency. Creator posting frequency varies and may impact results.
For Influencers/Content Creators: Is LTK Right for You?
For influencers looking to monetize their content, LTK is a powerhouse platform offering access to big-name brands and a streamlined way to create shoppable links. While the platform provides great tools and opportunities, its exclusivity and crowded space can pose challenges for smaller or niche creators.
Pros:
- Easy product linking. LTK has one of the most streamlined link-creation tools.
- Wide retailer access. Most major retailers integrate directly with LTK, and the platform continues to add more brands.
- Enhanced discoverability. Shoppers browse the LTK app for ideas, which means your content can be found organically.
- High earning potential. Still the best platform for lifestyle, fashion, beauty, and home creators who post consistently.
- Stronger features in 2025. New AI tagging, improved video tools, and better storefront customization make LTK even more powerful.
Cons:
- High competition. The platform can feel saturated, especially in fashion and beauty.
- Selective platform approval. Not all creators are accepted immediately.
- Learning curve. Understanding analytics and optimizing content takes time.
LTK embeds and widgets
One feature we love about LTK is how easy it is to bring shoppable content over to your own website. LTK offers product carousels, grid style “shop the post” blocks, and storefront widgets that you can embed on blogs, resource pages, and gift guides. We use these tools on our own sites to turn editorial content into a smooth shopping experience without sending readers away.
Shop My: The Newcomer with Flexibility
ShopMy is the newcomer shaking up the affiliate marketing world with flexibility and inclusivity. It allows creators to curate personalized storefronts featuring products from many retailers, including small businesses and independent brands. For creators, it is a fantastic way to maintain creative control and build authentic relationships with their audiences.
ShopMy is also very brand friendly. Many boutique and founder led brands that are not on LTK use ShopMy as their way to work with creators, set up affiliate partnerships, and reach niche audiences. While it does not have the same built in discovery as the LTK app, its more hands on, DIY approach gives both brands and creators room to build partnerships on their own terms.
We also like how easy it is to embed ShopMy widgets and storefronts on blogs and websites. You can create curated grids, “shop the edit” sections, and collections that feel like a mini boutique on your own site, which works especially well for more editorial or coastal lifestyle content.
For Brands: Why Choose Shop My?
For brands that value creative freedom and personalized partnerships, Shop My offers a flexible alternative to traditional affiliate platforms. It’s especially appealing for small businesses and niche brands looking to collaborate with micro and nano influencers. While the lack of built-in discovery requires more effort, the cost savings and authenticity it fosters make it a compelling choice.
Pros:
- More accessible. Easier for small or boutique brands to join and collaborate with creators.
- Great for niche audiences. Brands can connect with creators whose communities align closely with their products.
- Direct partnerships. ShopMy makes it simple to manage creator relationships without layers of approval.
- Flexible commission structure. Brands can offer terms that work for their margins and goals.
Cons:
- Less built-in discovery than LTK. Brands rely more on creators to drive traffic.
- More manual setup. Outreach and relationship building require more hands-on effort.
- Analytics are more basic. Good, but not as advanced as LTK’s reporting tools.
For Influencers/Content Creators: Is Shop My Right for You?
If you’re a creator looking for flexibility and freedom, Shop My is a fantastic option. Open to all creators regardless of follower size, it’s perfect for those starting out or working in niche markets. However, without built-in discovery tools, you’ll need to rely on your existing audience to drive traffic and sales.
Pros:
- Personalized storefronts. ShopMy storefronts feel more editorial and curated, which works beautifully for lifestyle and boutique content.
- Wide retailer flexibility. Link to products from many retailers, including small businesses and independent brands.
- Authentic curation. Perfect for creators who prefer storytelling, edits, and themed lists.
- Free and accessible. No application requirements; great for micro-creators.
- Improved tools in 2025. Better embedding widgets, storefront customization, and brand dashboards.
Cons:
- Lower discoverability. Less in-app browsing compared to LTK.
- More manual work. You’ll drive most traffic yourself.
- Smaller overall audience. ShopMy does not yet have an app with LTK-level shopper volume.
- Brand style inconsistencies. Smaller retailers sometimes have limited images or inconsistent product formatting.
ShopMy vs. LTK: The 2025 Comparison
| Feature | LTK | ShopMy |
|---|---|---|
| Who It Is Built For | Creators | Brands and creators |
| Brand Types | Major retailers and national brands | Indie, boutique, niche brands |
| Embed Tools | Robust and analytics driven | Aesthetic and highly flexible |
| Content Style | High volume, quick posts | Storytelling and curated edits |
| Discoverability | Strong, with shoppers browsing inside LTK | Moderate and more link driven |
| Best Fit | Fashion, lifestyle, home creators | Boutique, beauty, coastal, niche creators |
How to Choose the Right Platform
Deciding between LTK and Shop My depends on your goals, audience, and the type of partnerships you’re seeking. It should be noted that you don’t have to choose! You can absolutely do BOTH. As they are both free for influencers and content creators, you can easily manage two accounts. For brands, costs will be a factor, but if your budget allows, it’s always great to have variety for your community. Here’s a more detailed breakdown to help you choose the right fit:
For Brands:
Choose LTK if:
- You want to collaborate with established influencers who have proven sales records.
- You’re looking for a streamlined solution to manage affiliate campaigns with minimal effort.
- Your products are mainstream or appeal to broad audiences shopping with major retailers.
- You have the budget to invest in high-visibility influencer partnerships and premium analytics tools.
Choose Shop My if:
- You value direct relationships with influencers and prefer a more hands-on approach to partnerships.
- You’re a small or niche brand looking to collaborate with micro or nano influencers for highly engaged audiences.
- You want to work with influencers who can authentically showcase your products with personalized, creative content.
- You need a cost-effective solution without high platform fees or commission thresholds.
For Influencers/Content Creators:
Choose LTK if:
- You have a medium-to-large following and want access to partnerships with big-name brands like Nordstrom, Sephora, or Target.
- You’re seeking a platform that helps with audience discovery through its shopping app.
- You want a simplified, plug-and-play system to create and manage affiliate links.
- You’re comfortable competing in a crowded space and are confident your content will stand out.
Choose Shop My if:
- You’re just starting out, have a smaller audience, or focus on a niche market.
- You want creative control to curate a unique storefront that reflects your brand and audience interests.
- You’re looking to promote products from small businesses, boutiques, or independent brands not available on LTK.
- You’re prepared to rely on your own social channels to drive traffic and are comfortable taking a more proactive approach to affiliate marketing.
Case Study: A Creator's Success with Shop My vs. LTK
Meet Emily, a Coastal Lifestyle Influencer
Emily, a micro-influencer in the NECC community with 8,000 Instagram followers, wanted to monetize her content. She initially joined LTK, attracted by its big-name retailers. However, she struggled to stand out in the crowded ecosystem and found that her niche audience was more interested in boutique products than mainstream brands.
Her Transition to Shop My:
When Emily switched to Shop My, she saw immediate results. By curating a storefront featuring coastal-inspired products from local New England brands, her engagement skyrocketed. Her audience appreciated the personalized recommendations, and Emily loved the freedom to support small businesses she genuinely believed in.
The Outcome:
In her first 90 days on Shop My:
- Emily earned 30% more in commissions than she had on LTK.
- Her collaborations with local brands led to partnerships that went beyond affiliate links, including sponsored posts and content creation gigs.
NECC’s Pro Tips for Success
Whether you’re a brand or a creator, affiliate marketing is about more than just sharing links—it’s about building trust, authenticity, and value with your audience. At NECC, we’ve seen firsthand how the right strategy can elevate your earnings and engagement. For creators, focus on storytelling and weaving affiliate links naturally into your content—your audience responds to products they see you genuinely love and use. For brands, prioritize partnerships with influencers whose values align with your own, even if their following is small; authenticity converts better than numbers alone. And for both, always leverage seasonal opportunities—gift guides, themed campaigns, and exclusive offers create urgency and drive conversions. Ready to turn clicks into lasting connections? Start with these actionable tips:
For Creators:
Choose High-Converting Products:
Focus on products your audience already loves or needs. For example, coastal lifestyle influencers might recommend beach bags, nautical decor, or chic coastal fashion.Promote Naturally:
Authenticity sells. Share your honest opinions, demonstrate how you use the product, and weave recommendations seamlessly into your content.Leverage Seasonal Content:
Create timely campaigns around holidays, back-to-school, summer travel, or winter skincare. Seasonal content tends to convert better because it meets an immediate need.Build a Multi-Platform Strategy:
Don’t just rely on Instagram—use blogs, TikTok, Pinterest, and YouTube to spread affiliate links across multiple channels for greater reach.Track Performance:
Use analytics to see which products or platforms drive the most clicks and conversions. Double down on what works.
For Brands:
Prioritize the Right Influencers:
Focus on creators with an engaged audience, even if their following is smaller. Micro and nano influencers often deliver higher ROI due to their authentic connections with followers.Offer Incentives:
Provide influencers with exclusive discounts, early access, or free products to encourage authentic promotion and enthusiasm for your brand.Stay Engaged:
Reshare influencer content, comment on their posts, and maintain open communication to build long-term relationships.Optimize Timing:
Plan campaigns around high-conversion periods like holidays, product launches, or peak shopping seasons to maximize visibility and sales.Experiment with Platforms:
Test both LTK and Shop My to see which aligns best with your brand’s audience and marketing goals. Each platform offers unique advantages depending on your needs.
With these tips, you’ll be ready to maximize your affiliate marketing efforts and see real results—whether you’re linking products or partnering with creators.
The Verdict…
At NECC, we believe there is no one size fits all answer when it comes to affiliate platforms. LTK remains the leader for creator driven affiliate revenue, and with even more updates on the way in 2026, it will likely stay at the top for scale, analytics, and discovery. ShopMy shines for brands and creators who want more flexibility, more boutique and indie options, and a curated, personal feel.
In our own business, we use both. LTK gives us structure and reach, and ShopMy lets us highlight the smaller, coastal, and founder led brands that our community loves. The key is understanding your goals, your audience, and your resources, and then building a mix that works for you.
So, NECC community, what is your affiliate platform of choice right now? Have you tried using both together? Share your experiences in the comments and let us conNECCt on what is working best for you.
