The Power of Influencers in Online Shopping

Sixty-six percent of consumers in Latin America say that social media influencers have the greatest impact on their purchasing decisions, according to DoubleVerify's DV's 2025 Global Insights report. This is no small figure. It means that, for two out of every three shoppers in the region, a creator's recommendation carries more weight than a traditional ad, a billboard, or a television commercial. informe DV's 2025 Global Insights de DoubleVerify

We are witnessing a profound shift in how people discover, evaluate, and purchase products. The storefront is no longer limited to a physical store or a brand's website: it is in the TikTok feed, Instagram Stories, and a creator's video showing a product in real-world use.

This article examines the power of influencers in online shopping, the data behind it, and what it means for both creators and brands in 2026.

How Influencers Shape Purchasing Decisions

The reason influencers have such a strong impact on online shopping can be summed up in one word: trust. When a creator recommends a product, they do not approach it through a brand's advertising lens, but through the closeness of someone their audience sees as a peer, almost like a friend sharing an honest opinion.

The data confirms it. Sixty-nine percent of consumers trust influencer recommendations, according to Shopify. And when that trust exists, purchase intent rises sharply: 71% of consumers exposed to content from a creator they trust show purchase intent, according to 2026 data.

This trust translates into recurring purchasing behavior, not an isolated impulse. Eighty-six percent of consumers made at least one purchase motivated by an influencer in the past year, and 49% buy something at least once a month because of creator content. A creator's recommendation is no longer the exception; it has become a consumer habit.

The power of influencers in online shopping is amplified by the growth of social commerce—the ability to discover and purchase products without leaving a social platform. Latin America is not only following this global trend; it is leading it on several fronts.

Social commerce penetration in LATAM has reached 33%, three percentage points above the global average of 30%, according to DoubleVerify. Between 30% and 50% of users in the region are already looking to buy products through social media, a trend led by Brazil, Chile, Colombia, Mexico, and Argentina, according to IAB Chile and SAMY LATAM. DoubleVerify IAB Chile y SAMY LATAM

The launch of TikTok Shop in Mexico and its planned expansion into Brazil and Colombia in 2026 are solidifying the region's position as a key social commerce market worldwide. In this context, the purchasing journey has changed completely: users discover a product in a video, validate their decision through reviews and content from other creators, and complete the purchase without friction, all within the same platform.

The categories dominating this phenomenon in LATAM are clear. On TikTok, affordable fashion brands such as Shein and beauty brands such as L'Oréal Paris, Garnier, and Maybelline lead in mentions, driven by reviews, demonstrations, and product discovery content that prompts purchases at the moment of consumption.

Micro- and Nano-Influencers: Why They Convert Better Than Celebrities

One of the most important shifts in the power of influencers over online shopping is that audience size is no longer the deciding factor. Brands are moving budgets away from major celebrities and toward smaller creators, and the data explains why.

Micro- and nano-influencers generate much higher engagement rates than large creators. While a mega-influencer averages a 1.1% engagement rate, a micro-influencer reaches 10.3%, according to Social Insider's analysis of more than 5 million posts. The closeness and authenticity of a smaller audience translate into greater real influence over purchasing decisions. análisis de Social Insider sobre más de 5 millones de publicaciones

Consumer preference confirms this shift. Among people under 35, the preference for celebrities as influencers has fallen to 8%, while micro-influencers account for 54% of total consumer preference. Authenticity beats fame. For a creator who is just getting started, this is the best possible news: you do not need millions of followers to influence your audience's purchases and work with brands.

How Creators Can Monetize Their Influence on Purchases

If you are a content creator, the message in the data is direct: your recommendation has real commercial value, regardless of the size of your community. Brands are no longer looking only for reach; they are looking for trust and the ability to drive conversions, and that is where micro- and nano-creators have a natural advantage.

Influencer marketing generates an average return of $5.78 for every dollar invested, making it one of the most profitable channels in digital marketing. That return is built on the work of creators who produce authentic content and connect with specific audiences. In other words, there is a large and growing market willing to pay for what you already know how to do. 5.78 dólares por cada dólar invertido

The key is connecting with the right campaigns. Many creators have the ability to influence their audience's purchases but do not know how to reach brands or negotiate fair rates. That is where a specialized platform makes a difference: it connects you with brands looking for exactly your profile, allows you to negotiate transparently, and guarantees payment for your work.

How Brands Can Use Influencer Marketing to Drive Sales

For brands, the data leaves little room for doubt. Ninety-four percent of marketers consider influencer marketing an effective strategy, and 63% say that creator-generated content performs better than content produced by the brand itself.

The challenge is no longer deciding whether to work with influencers, but determining how to find the right creators and manage campaigns at scale without losing authenticity. The best-performing brands in LATAM are not those that work with the largest number of influencers, but those that achieve more frequent collaborations and build deeper relationships with their creators.

This is where access to a broad, verified creator database becomes strategic. Finding profiles aligned with your brand, filtering by niche and audience, and managing the relationship from beginning to end can make the difference between a campaign that converts and one that disappears in the feed.

The Future of Online Shopping: Creators and Brands Together

The power of influencers in online shopping is not a passing trend; it is the new structure of digital commerce. Consumers discover products through creators, validate their decisions with authentic content, and increasingly make purchases within social platforms themselves. By 2026, social shopping will exceed $100 billion in the United States alone, with TikTok, Instagram, and YouTube as the leading platforms.

In this landscape, creators and brands need each other. Creators have the trust and the ability to influence purchasing decisions. Brands have the budgets and the need for authentic content that converts. Storytalent connects both worlds on a single platform, with more than 9,000 registered creators across LATAM and the USA, transparent rate negotiation, and secure payments.

If you are a creator looking to turn your influence into real income, or if you represent a brand seeking creators who can truly move the needle, sign up for Storytalent and become part of the ecosystem redefining online shopping in the region. regístrate en Storytalent

Frequently Asked Questions

Do Influencers Really Affect Purchasing Decisions?

Yes. Sixty-six percent of consumers in LATAM say influencers have the greatest impact on their purchasing decisions, and 86% made at least one purchase motivated by a creator in the past year.

It is the purchase of products directly within social media platforms, without leaving the platform. Users discover, validate, and buy within the same content journey.

Do I Need a Large Following to Influence My Audience's Purchases?

No. Micro-influencers achieve engagement rates of 10.3%, far above the 1.1% average for mega-influencers. Authenticity has more influence than audience size.

What Return Does Influencer Marketing Generate for Brands?

Influencer marketing generates an average of $5.78 for every dollar invested, making it one of the most profitable channels in digital marketing.

Where Can Creators and Brands Connect for Campaigns?

On specialized platforms such as Storytalent, which connects more than 9,000 creators across LATAM and the USA with brands, offering transparent negotiation and secure payments.