Creators drive demand but miss commissions: The attribution problem in India's affiliate economy

In India, creators are driving demand for products but often miss out on commissions due to attribution problems in the affiliate economy. This issue arises when creators promote products through affiliate links, but the sales are not accurately tracked, resulting in lost commissions. The problem is prevalent in India's growing affiliate marketing space, where creators partner with brands to promote products to their followers.

The attribution problem in India's affiliate economy matters for social commerce because it directly affects the livelihoods of creators who rely on affiliate marketing as a source of income. If left unresolved, it could lead to a decline in creator engagement and a loss of trust in affiliate marketing programs. As social commerce continues to grow in India, it is essential to address the attribution problem to ensure that creators are fairly compensated for their promotional efforts and that brands can accurately track the effectiveness of their affiliate marketing campaigns.