Walmart has suspended its affiliate programs with some top influencer platforms, cutting off a growing source of income for some digital creators

Edgard Garrido/Reuters

• Walmart has suspended its influencer affiliate programs with top ecommerce platforms MagicLinks and Rakuten, Business Insider has learned.
• A spokesperson for MagicLinks, a social-commerce platform for YouTube, Instagram, and other social-media influencers, confirmed in an email to Business Insider that Walmart's influencer affiliate program was temporarily on hold.
• Walmart Canada sent out an email on March 24 informing the members of the ecommerce site Rakuten that its influencer affiliate program would be paused starting March 25, at a 0% commission, according to the email viewed by Business Insider.
• As influencer-marketing campaigns get put on hold, affiliate revenue has become a growing source of income for some digital creators. But that could be threatened if retailers cut their programs.
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Walmart has suspended its affiliate programs with top influencer ecommerce platforms MagicLinks and Rakuten.

A spokesperson for MagicLinks, a social-commerce platform for YouTube, Instagram, and other social-media influencers, confirmed in an email to Business Insider that Walmart's influencer affiliate program was temporarily on hold.

And Walmart Canada sent out an email on March 24 informing the members of the ecommerce site Rakuten that its influencer affiliate program would be paused starting March 25, at a 0% commission, according to the email viewed by Business Insider.

In the email, Walmart Canada's affiliate team wrote:

"We regret to inform you at that at this current time WMCA (Walmart Canada) has requested to pause their affiliate program. We hope to bring back the program ASAP once the market levels out a bit, and things return to a more normal state. However, we do not currently have a date for the return."

Walmart did not respond to requests for comment from Business Insider.

As brands cancel influencer-marketing campaigns or put projects on hold, affiliate revenue has become a growing source of income for some digital creators.

Influencer affiliate platform RewardStyle saw a spike in sales in March, and noted a 30% increase in the number of influencer campaigns it set up in March to drive ecommerce sales for brand partners.

But RewardStyle has also seen some retailers cut programs. At least 10 brands including Macy's, Patagonia, and Victoria's Secret suspended their affiliate programs with RewardStyle, according to a blog update for members viewed by Business Insider.

Influencers who use these affiliate programs earn a commission from a sale through a special link provided by the platform, which leads to a third-party online store. Influencers typically earn between 5% and 20% of an affiliate sale, according to an industry professional in influencer marketing. There are a number of factors that play into the percentage.

Walmart also suspended some affiliate programs with digital-media firms like Vox Media and BuzzFeed, according to The Information.

If you're an influencer who uses affiliate programs, or someone with knowledge on these programs, contact the author at aperelli@businessinsider.com or DM on Twitter @arperelli.

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For more on how the influencer industry has been impacted by the coronavirus, check out these posts on Business Insider Prime:

• 10 retailers like Macy's, Ralph Lauren, and Victoria's Secret suspended their affiliate programs with a top influencer platform: At least 10 retailers including Macy's, Patagonia, and Victoria's Secret suspended their affiliate programs with RewardStyle, according to a blog update on the popular influencer platform.

• Fitness influencers have seen a surge in sales of direct-to-consumer workout services, as brand deals slump amid the coronavirus pandemic: These membership-based programs don't require any fancy equipment, offered in the form of an app or virtual program online.

• Rihanna's Fenty Beauty house, where 5 TikTok stars were staying and making videos, is shutting down temporarily due to the coronavirus pandemic: Rihanna's new TikTok collab house is temporarily closing out of caution due to the coronavirus pandemic, according to a spokesperson.

• An influencer-marketing agency made a 68-page report on how the coronavirus could change the industry. Here are the 5 key takeaways.: The average cost of sponsored content may drop, according to a recent report, depending on the length of the coronavirus and its overall impact.

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