E-Commerce and the Influencer Economy

People are bombarded online each day with ads for newfangled products that promise dramatic life improvements. Modish tumblers. Sleek pans. Miraculous cleaning solutions. Overblown air purifiers. Just click this link and — voilà! Productivity. Happiness. Nirvana.

Wirecutter, The Times’s product recommendation service, tests many of the wares that clog Americans’ social media feeds. And while our testers do like some, these products are often built on empty promises. In today’s newsletter, I’ll explain how e-commerce, a $6 trillion global industry, became choked with junk.

Online shopping can expose people to a greasy influencer economy. Influencers often join affiliate-revenue networks, such as Amazon’s. When an influencer’s follower clicks a link and buys something, the influencer makes money. That’s why people on your social media feed are crowing about their 10 favorite Amazon finds or talking about how an expensive gizmo has changed their life.

Many influencers have another incentive: Brands pay them to hawk stuff. Some people with large followings make deals for tens of thousands of dollars per post. Then, when enough people like or share a post, TikTok, Instagram and YouTube algorithms push it to more people. The result is a blizzard of gadgets.

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