Brands prefer native Creator Storefronts because it represents an owned channel for social commerce. Platforms like TikTok Shop and LTK are an objectively worse option for brands looking to protect profit margins and shield potential customers from competitors on those platforms. Brands control the customer journey through their eComm from start to finish while still delivering to consumers a personalized, creator-guided shopping experience that they prefer. Affiliate creators and influencers prefer Creator Storefronts because they can make a highly curated experience for their shoppers which actually results in sales conversions. Creators are able to curate their favorite brand products, add user-generated content, and earn commission on sales through their pages. On top of that, creators find having their own dedicated page on a brand's website to be a special, unique experience, and therefore are more likely to be retained.