Talent agencies are training creators to act like retailers

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Talent agencies are now coaching creators to operate as retailers, with creators like Lexi Rosenstein generating $300,000–$ 600,000 monthly through direct product sales on TikTok Shop despite smaller follower counts. Direct sales, affiliate commissions, and storefronts now represent over 21% of creator income, prompting agencies to help optimize for revenue rather than just sponsorship deals. This reflects a fundamental shift in how creators build sustainable businesses and signals growing importance of social commerce tooling.

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