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Walmart's Creator Program Gains Momentum as Creator Brands Shift from DTC Strategy
Retail giant Walmart is becoming a preferred launch partner for creator-led brands, marking a significant shift away from the traditional direct-to-consumer (DTC) strategy. According to recent data, 57% of large creator brands launched between 2022 and 2024 chose Walmart as their retail launch partner, up from 25% between 2012 and 2021. This trend reflects the growing importance of mass market retailers like Walmart in the creator economy.

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Source: https://www.forbes.com/sites/kirimasters/2024/11/05/why-creator-brands-are-flocking-to-walmart/