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 the attribution problem in the affiliate economy. This issue arises when creators promote products through affiliate links, but the sales generated from these links are not accurately tracked or attributed to the creators, resulting in lost commissions. As a result, creators are not adequately incentivized to promote products, which can hinder the growth of the affiliate economy in India.

The attribution problem in India's affiliate economy has significant implications for social commerce. If creators are not fairly compensated for their promotional efforts, they may be less likely to participate in affiliate marketing, which can limit the reach and effectiveness of social commerce campaigns. Furthermore, the lack of accurate tracking and attribution can make it difficult for brands to measure the ROI of their social commerce efforts, which can lead to reduced investment in this area and hinder the overall growth of the social commerce industry in India.