TikTok Shop Affiliate Program: Why Established Brands Are Validating It Now

Korina Sanchez, a partnerships and influencer veteran with nine years of experience across brands like Chomps and Home Chef, makes the case for TikTok Shop as a serious top-of-funnel acquisition channel.

Her core argument is that TikTok excels at driving awareness for newer brands, giving them a fast path to reaching audiences who have never encountered them before. She points to a clear evolution on the platform: early TikTok Shop growth was dominated by lower-priced, lesser-known products, but established, reputable brands have increasingly moved in, lending the platform credibility it once lacked. Korina argues that this maturation moment is actually what makes it a stronger channel now, because buyers arrive with more trust in what they discover there. For brands evaluating the TikTok Shop Affiliate Program, her framing raises a practical question: if recognizable brands are validating the platform, is waiting to test it actually costing you first-mover advantage with new audiences?

Watch to hear her full take.