The Emerging Landscape of Influence and Digital Commerce Strategy in 2025

By 2025, influencer marketing will have evolved from a trend to an essential component of global e-commerce. Brands and retailers are developing innovative strategies to engage customers across various platforms. According to Livemint (2025), major e-commerce platforms, including Amazon, Myntra, Meesho, Nykaa, and Flipkart, are increasingly leveraging creators and content-driven affiliate models to enhance user engagement and drive sales on their websites.

A change in consumer behavior drives this shift: individuals now seek authenticity, enjoyment, and relatability, making conventional advertising methods less effective. Consumers are no longer satisfied with just a catalog of products; they want to see the product in use, understand the narrative surrounding it, and trust the individual promoting it.

The Transition from Business to "Content-Driven Commerce"

Narratives serve as the cornerstone of the contemporary e-commerce landscape. Platforms such as Myntra Studio, Nykaa Network, and Amazon Live are not only creating shoppable videos, micro-tutorials, and real-time influencer showcases but also providing a seamless shopping experience. Still, they are effectively blending entertainment with sales, engaging consumers in compelling stories.

Flipkart has enhanced its live shopping features, enabling creators to conduct digital "fashion hauls," product trials, and home decor styling sessions that provide an in-person experience. Meesho has established one of India's largest communities of micro-influencers, equipping small creators with the necessary tools to monetize their niche audiences.

This alteration has also impacted premium brands. Dior, Gucci, Louis Vuitton, and Prada are now leveraging fashion vloggers and celebrity influencers such as Emma Chamberlain, Jisoo, and Bella Poarch to craft narratives centered around social media. Major technology-driven retailers such as Shein, Temu, and Zalando have established creator affiliate ecosystems that leverage user-generated content (UGC) as a vital form of trust currency.

Influencer Marketing as a Strategic Driver

The primary takeaway from this movement is that influence results in conversion. As reported by Statista (2025), a creator who effectively engages their audience can achieve 400% more clicks and trust compared to conventional advertisements. However, the key aspect is that collaborating with influencers has become an integral component of a brand's strategic planning, extending beyond the confines of the marketing department.

Forward-thinking companies, such as Nike, Adidas, and L'Oréal, are establishing enduring partnerships with creators who align with their brand's mission, narratives surrounding sustainability, and cultural significance. The emphasis has shifted from transactional campaigns to strategic partnerships that enhance the brand's value.

This modification also incorporates artificial intelligence, a reassuring sign of the industry's technological advancements. Google's Pomelli, Meta's Advantage+, and TikTok's Creative Assistant exemplify contemporary marketing tools that leverage predictive analytics and performance forecasting to facilitate collaboration between brands and creators in campaign planning. The outcome suggests that content strategy can be adjusted in real-time by utilizing engagement heatmaps and data on purchase intent.

The Future of Business Strategies in the Creator Economy

The distinction between creator and entrepreneur continues to blur as we approach 2026. Influencers are no longer just brand promoters; they have evolved into business owners, storytellers, and strategists. Many individuals are initiating their own product lines or online ventures. The emerging economy of trust is founded on the creator-to-founder pipeline, exemplified by Hailey Bieber's Rhode skincare and Emma Grede's Good American.

This also transforms the approach of business schools. Digital branding, influencer relations, and analytics-driven management have become integral components of contemporary marketing and program management curricula. This equips students to assume leadership roles within this hybrid ecosystem.

Naomi Ivo of Raffles Jakarta: A Convergence of Business and Influence

Naomi Ivo, a distinguished graduate of Raffles Jakarta's Business Administration program, exemplifies this transformation effectively. Naomi transcends the role of an international musician; she is a visionary who is redefining the concept of influence. She integrates music, fashion, and business through her distinctive style, cultural insight, and strategic thinking. She develops her own brand that resonates with individuals globally.

Image Credit: Naomi Ivo

Naomi's journey exemplifies the transformative impact of a robust academic foundation in business strategy, consumer psychology, and marketing management on enabling creators to expand their influence in an ethical and sustainable manner. Her narrative demonstrates that contemporary influencers must possess knowledge that extends beyond mere trends. They need to understand the underlying mechanisms of the economy, operations, and analytics to succeed in the digital commerce landscape.

Educating the Future Leaders of Influence

The Business Administration and MBA programs at Raffles Jakarta are designed to prepare students for the evolving landscape of creative business. Students engage in practical projects, acquiring skills in brand creation, management, and growth through data-driven marketing and digital innovation. Our programs prepare students for careers that demand a blend of creativity and strategic thinking, including influencer relationship management, consumer insights, entrepreneurship, and leadership.

Are you prepared to transform the future of business?

For detailed information regarding the requirements of our MBA program, please click here. 

Arman POUREISA

Marketing Manager

Raffles Jakarta

References

Amazon. (2025). Amazon Live and influencer-led commerce in 2025. Retrieved from https://www.aboutamazon.com/news/retail/amazon-live

Danziger, P. N. (2025, March 3). Why influencer-led retail is now mainstream marketing. Forbes. https://www.forbes.com/sites/pamdanziger/2025/03/03/influencer-led-retail-is-now-mainstream-marketing/

Livemint. (2025, November 9). E-commerce apps turn to content to amp up sales and influencers are loving it. https://www.livemint.com/industry/ecommerce-content-affiliate-marketing-influencers-amazon-myntra-meesho-nykaa-flipkart-11762417532067.html

Mediakix. (2025). The state of influencer marketing 2025 report. https://mediakix.com/influencer-marketing-report-2025/

Meta. (2025). Introducing Advantage+ for creators and brands. https://about.fb.com/news/2025/08/advantage-plus-for-creators/

Statista. (2025). Influencer marketing ROI worldwide 2025. https://www.statista.com/statistics/1374908/influencer-marketing-roi/

TikTok for Business. (2025). Creative Assistant and Smart Performance Solutions. https://www.tiktok.com/business/en

Google Labs. (2025, October 22). Pomelli: AI marketing tool for brand storytelling. https://www.searchenginejournal.com/google-labs-deepmind-launch-pomelli-ai-marketing-tool/559569/

WARC. (2025, May). Global influencer marketing trends 2025. https://www.warc.com/reports/global-influencer-marketing-trends-2025/

Business of Fashion. (2025, April 15). How brands are building trust through creators. https://www.businessoffashion.com/articles/marketing/how-brands-are-building-trust-through-creators/

YouTube Official Blog. (2025, June). Shopping with creators: The future of digital retail. https://blog.youtube/inside-youtube/shopping-with-creators/