Home Depot Enters Creator Marketplace with New Portal for Influencers
Home Depot is launching a new platform to engage with the growing creator economy, marking a strategic move to connect with influencers who are focused on home improvement content. The Home Depot Creator Portal serves as a central hub for content creators, providing them with resources for inspiration, campaign opportunities, and affiliate marketing options. This initiative comes as the home improvement giant aims to strengthen its connection with digital creators.
The portal has already attracted thousands of registered creators and is currently open for public applications. To boost interest, Home Depot is leveraging its association with the upcoming 2026 World Cup, featuring a “Starting Lineup” program that includes renowned designers, home improvement specialists, and athletes like Dude Perfect, Trinity Rodman, Carlos Flores, and Tony Henry.
As retailers increasingly recognize the significance of influencer partnerships, this initiative aligns with similar moves by competitors like Lowe’s, which recently launched its creator network. The Home Depot Creator Portal aims to bridge influencers with branded opportunities and the retailer’s extensive product offerings. Creators will also benefit from training resources and best practice guides designed to enhance their visibility.
The timing of this portal taps into the excitement surrounding sports, particularly as the World Cup approaches, with content aimed at transforming outdoor spaces for soccer-themed gatherings. According to eMarketer, affiliate marketing could drive over $210 billion in U.S. e-commerce sales this year, reaching nearly $280 billion by 2028.
Molly Battin, Home Depot’s Senior Vice President and Chief Marketing Officer, described the creators involved as a community that fosters meaningful engagement with current and future customers, highlighting the portal’s potential to enhance customer connections in the up-and-coming digital landscape.
