Whilst traditional high street spending dwindles, there's one shopping-powered app that's generating £4.5billion in retail sales each year and making the influencers using it millions. Have you heard of Like To Know?Fashion is already in a frenzy over Amber Venz Box's affiliate-marketing platform, which is now lovingly referred to as 'LTK' by 44million monthly shoppers, because not only is it making millions in revenue, but Box's app, where influencers or 'Creators' earn commission on the items they sell to their followers, has become a millionaire-minting machine.So far in 2026, LTK has turned one new influencer into a millionaire each week. This follows last year's trend, when over 60 LTK Creators hit millionaire status. Today there are a staggering 440 Creator millionaires globally on Box's app. Amber Venz Box is the founder of Like To Know, a shopping-powered app that's generating £4.5billion in retail sales each year'We want Creators to be their own ecommerce empires', Box says of this startling stat. 'For too long they've been renting the house. Now they're actually making enough money to build their own.' These Creators, or fashion influencers, make their millions by funnelling thousands of their Instagram followers to shop the outfits in their social posts on the LTK app. There they earn commission rates of 10 per cent to 30 per cent on everything they sell each week, across fashion, beauty, interiors and the highest earner, accessories.LTK is a very different beast to the one Box launched in 2011 in her early twenties with less than £300 in her bank account, from her childhood bedroom in Dallas, Texas.Now aged 38, Box is powering a vast section of the Creator economy with her clever three-sided software: Creators suggest products and earn commission on what they sell; shoppers browse and buy these trusted recommendations; and an 8,000 strong catalogue of brands utilises the creator-marketing tech stack for free to get its products in front of this gripped audience. Box's passion for enabling her app users comes from her start as a fashion blogger cum personal shopper where she earned commission on the items she sold in a boutique in northern Texas.Using her blog to bolster her clients, Box posted outfit advice on her website but quickly realised she wasn't getting a return on these digital styling suggestions.Box's boyfriend (now husband and co-founder of LTK), Baxter Box, helped her develop clickable links to products that she could embed in the posts on her blog and when readers shopped via these links and made a purchase, Box would receive affiliate commission. In 2011, Box and her beau launched Reward Style, now rebranded as LTK, so she and her friends could make money online as fashion bloggers. The 38-year-old co-founded LTK, which last year was listed on TIME's list of the 100 Most Influential Companies, with her now husband Baxter BoxNow she's cultivated a shopping revolution so powerful it's rivalling the high street. Based on total sales volume alone driven by LTK creators, LTK would be classified as the tenth largest retailer in the UK, with a monthly sales volume that matches that of Next. And LTK Creators in the UK drive a whopping £3.2billion in retail sales each year. It's no surprise that Box is regarded as the godmother of creator commerce – last year LTK was listed on TIME's list of the 100 Most Influential Companies of 2025 in recognition of her empowerment of hundreds of thousands of women to become financially independent and build businesses around their passions.'They're curating the best of the web, and they're the best marketers in the world because they have trust. That's something you can't compete with when it comes to selling products,' says Box. 'They're real people and they drive real commerce.'It's radically transformed the way people shop by tapping into brand consumer relationships. 'We've actually found that consumers today trust creators more than they trust their family and more than they trust celebrities,' Box explains.And it's not just a young person's game. While you'd expect these 'creators' to predominantly come from Gen Z or Gen Alpha, some of LTK's top performers are midlifers, sitting in the 40 to 50-year-old age bracket.Below three of its biggest earners over 40 reveal how they're making their millions – and how you could too.Kate Hiscox aka @wearsmymoney Kate Hiscox says she was able to leave her job and pursue fashion blogging full-time after using LTK for four yearsKate Hiscox has driven more than £1.7million in retail sales and influenced over 14,000 purchases this year alone on her LTK account.She has made an estimated £170,000 to £510,000 in the last six months.Age: 53154,000 Instagram followers26,600 LTK followersYears on LTK: nineWhat's your top tip for using the app?Be consistent. I post three times a week at least. Videos, rather than pictures, of how things look and move on your body are also a big drawer for shoppers. And don't recommend anything you wouldn't stand by – faithful shoppers will return again and again if you suggest quality and affordable pieces that really work.How has LTK changed your life?After four years of using LTK, I was able to leave my job and pursue fashion blogging full-time. LTK can give you real financial independence.Can anyone achieve millionaire status on the app?The app itself is very easy to use, it's basically foolproof. But success comes from building and growing an engaged audience so you can stand out in a competitive space. And no, your age doesn't matter.Top three brands to shop and promote:1. M&S2. ME+EM3. RixoMelissa Murrell aka @melissamurrellpersonalstyling Melissa Murrell has been on LTK for four years and says it's helped her grow and invest in her businessThis year alone, Melissa Murrell has delivered £2.2million in sales from her LTK platform.She has made an estimated £220,000 to £660,000 in the last six months.Age: 50343,000 Instagram followers91,400 LTK followersYears on LTK: fourWhat's your top tip for using the app?Be yourself, because you are your own niche. The content that performs best is usually the content that feels the most authentic. My audience follows me for educational styling advice, not simply to see clothes, and we know this because we analyse the data available through LTK and our social channels. My advice would be to pay attention to that data. Your audience is constantly telling you what they want more of, so share products you genuinely love and would recommend regardless of commission, because people can tell when your enthusiasm is real.Responding to comments from shoppers allows us to have genuine conversations with our community. Not only does that build engagement, it builds trust and confidence in the advice we're giving and that in turn translates into sales.How has LTK changed your life?LTK has allowed me to monetise educational styling content and that income has enabled me to continue providing free styling advice to thousands of women around the world who may not be in a position to hire a stylist. It's also helped me grow and invest in my business, which spans five areas: international online styling consultations, online styling courses, our YouTube Body Shape Masterclasses, Marame (my own clothing brand) and wider educational content. All of it has benefited from my platform on LTK.It's also become an incredibly valuable tool for my audience. Rather than searching across multiple platforms, LTK gives shoppers a simple, visual, one-touch destination where they can discover products, styling inspiration, educational content and the wider services I offer.Can anyone achieve millionaire status on the app?The technical side of LTK is incredibly easy to use, and I genuinely believe anyone has the potential to do well on the platform. However, success comes from far more than simply posting products. You need to show up consistently, understand your audience and be prepared to invest time in building a community.People are inherently busy and often need a little hand-holding. Even with systems as simple as commenting 'SHOP' to receive links, people still have questions and need guidance. That's where spending time engaging with your audience really pays off. The more trust you build, the more likely people are to come back, take your advice and ultimately make purchases through your links. The relationship between you and your shoppers matters most.Top three brands to shop and promote:1. Marame (my own brand)2. ME+EM3. ZaraClare Nall-Smith aka @invest_in_style Clare Nall-Smith says the app has enabled her to keep doing what she loves, giving helpful styling advice and building a business that works around her lifestyleNall-Smith has an average of 169 orders from her LTK recommendations per day, with a total of 29,000+ orders made by shoppers on her profile already this year.Age: 43320,000 Instagram followers109,000 LTK followersYears on LTK: fourWhat's your top tip for using the app?Build trust, be honest, and don't try to be everything to everyone. As a busy mum myself, I know how valuable time is. I think of the app as a fashion problem solver. Need black trousers for an interview? Search my page and you'll find my recommendations, often with videos, sizing advice and fabric details.People shop with me because they know I've done the hard work for them. I've tried and tested different versions, understand the fabrics and fit, and I know how pieces will work in real life. I love sharing that knowledge.How has LTK changed your life?I've always worked in fashion and moved into personal styling around ten years ago to create a more flexible career around family life. But there were not enough hours in the day to make it pay well, certainly not how I operated.When I moved out of London five years ago, things became even more challenging as the shops were no longer on my doorstep. LTK offered me a lifeline. I was already shopping for and recommending products to individual clients every day, and suddenly I could create content and share those recommendations with a much wider audience whilst earning a commission from the sales.LTK has enabled me to keep doing what I love, giving helpful styling advice and building a business that works around my lifestyle.Can anyone achieve millionaire status on the app?Absolutely, but everything takes time to build. I think knowing who you are talking to and giving useful information is key. You have to be persistent to build your network of shoppers.Top three brands to shop and promote:1. Uniqlo2. Cos3. Zara