impact.com, a global leader in partnership management, has reported significant growth and innovation in 2024. The company credits its success to an expanding client base, cutting-edge product developments, and strategic integrations. Despite ongoing global economic challenges, impact.com onboarded over 1,000 new clients this year, including notable names such as Big Lots, Gatorade, The Container Store, Fitness & Lifestyle Group, Trapo, and Kühl.
The company achieved major financial milestones in 2024, with gross merchandise value (GMV) surpassing US$100 billion annually and gross transaction value (GTV), or payments to partners, reaching over US$4.5 billion. Additionally, for the first time, impact.com’s annual recurring revenue (ARR) exceeded US$200 million, reinforcing its leadership in the partnership management space.
Community-driven marketing gains momentum
In today’s marketplace, consumers are turning to creators, influencers, and trusted individuals for purchasing guidance rather than traditional advertising. This shift has led to a surge in the creator economy, projected to double and exceed US$480 billion within the next five years. Brands are capitalising on this shift by focusing on community-driven marketing, where customer trust and relationships play a central role.
David A. Yovanno, CEO of impact.com, highlighted the growing importance of partnerships in modern marketing. “Partnerships are no longer just tools, they are essential strategies driving growth in today’s community-driven market that are redefining the landscape of our industry,” said Yovanno. He emphasised the changing consumer behaviour, noting that people prefer learning about brands through peers rather than traditional advertising.
This transformation has driven up customer acquisition costs by more than 220% over the last eight years, but it has also created opportunities for the partnership economy to deliver immense value. Partnerships enable brands to stay relevant by collaborating with the communities that influence their success.
Launch of impact.com/advocate
This year, impact.com launched impact.com/advocate, a platform designed to empower brands through customer referral programmes. The tool allows businesses to create tailored referral initiatives that align with their strategies and objectives. This launch is part of impact.com’s ongoing effort to diversify partnership types and cater to a wider range of business needs.
impact.com/advocate complements the company’s existing platforms, such as /performance for affiliate marketing and /creator for influencer and creator marketing. The initiative aligns with the industry’s shift towards community-led strategies, further establishing impact.com as a holistic partner for businesses navigating the evolving marketing landscape.
Yovanno remarked on the growing influence of communities in brand loyalty and relevance. “This monumental behavioural shift has disrupted how we think about marketing, and it is challenging brands to let go of the reins and embrace collaboration with their customers and partners,” he said.
impact.com’s accomplishments in 2024 underscore the rising importance of partnerships in an increasingly community-driven marketing world, setting the stage for continued innovation and growth.