Seventy-five percent of U.S. shoppers now buy through creator content. That is the number Target is betting on as it launches Club Target, a new creator program built with LTK, the influencer-commerce platform formerly known as LikeToKnow.it.

The 75% figure comes from new data released alongside the announcement, and it frames the commercial logic: if three-quarters of American shoppers already transact on the strength of creator recommendations, the addressable audience for a structured creator program is effectively the whole market, not a niche channel. The statistic is vendor-adjacent — it was published in connection with the launch — so treat it as context for the deal rather than an independent market measurement.

For performance marketers, the announcement matters on two axes.

First, scale. Target operates roughly 2,000 stores and one of the largest e-commerce businesses in the U.S., which means any creator program it stands up immediately ranks among the biggest retail affiliate-adjacent plays in the country. Programs of this size typically shift budget flows across entire verticals — home goods, apparel, beauty, essentials — because creators allocate content effort toward wherever commissions and conversion rates clear the bar.

Second, the model. Club Target pairs a mass retailer with LTK, a platform that has spent over a decade building attribution infrastructure around creator links and shopping content. That positioning sits closest to affiliate and CPA economics: creators drive traffic, the platform tracks it, and payouts follow conversions. LTK's core proposition since its founding has been making creator recommendations directly shoppable, so the partnership effectively formalizes a rev-share-style arrangement between a big-box retailer and a creator middleman layer. Target has not publicly detailed the commission structure, cookie windows, or attribution terms for Club Target in the announcement materials available at press time, so affiliates evaluating the program should wait for the published terms before modeling earnings against existing Target affiliate offerings.

The competitive context is hard to ignore. Walmart has invested heavily in its own creator commerce stack, Amazon runs one of the largest affiliate programs in the world, and TikTok Shop has pushed social platforms directly into transaction flow. Target's move — outsourcing creator infrastructure to an established player rather than building it — signals that retailers now view creator commerce as table stakes rather than an experiment.

For affiliates and creators already operating in the space, the open questions are practical. What commission tiers will Club Target pay, and will they stack against or replace Target's existing affiliate program? Will LTK's attribution windows compete with or override direct affiliate tracking? And will the program restrict participation to LTK-network creators, effectively gating the biggest retail brand deal behind a single platform? None of these details appear in the launch announcement, and they will determine whether Club Target expands the creator marketing pie or simply reallocates it.

One compliance note: creator-driven shopping programs of this scale sit squarely under FTC endorsement-disclosure rules, and any creator enrolled in Club Target will need to disclose the material connection to Target. Expect disclosure mechanics to be built into the program's onboarding, as they have been across LTK's platform.

Target and LTK have not announced a launch date beyond the initial rollout, and program terms, commission rates, and eligibility criteria are pending publication.