LaLa Milan Leverages TikTok Shop for Income Beyond Brand Deals

LaLa Milan, a creator with millions of followers on TikTok and Instagram, has found a new revenue stream through TikTok Shop, reducing her reliance on traditional brand deals. Milan reported earning $80,000 in a single month solely from TikTok Shop commissions, without requiring any brand approvals.

Milan described traditional brand deals as slowing down and demanding too much conformity. "As much as I love creating content, it doesn’t pay. It’s not as lucrative as it used to be," she stated, finding the approval process for brand collaborations increasingly restrictive.

This transition from income granted by brands to income generated through personal output represents a significant shift in the creator economy. Milan highlighted TikTok Shop as offering a more equitable playing field compared to traditional influencer marketing, which she noted has a racial pay gap.

"We know how most white people get paid more than Black creators," Milan said. "In TikTok Shop, it’s not about the color of your skin. It’s about the effort that you’re putting in and the products that you’re selling."

E-commerce projections indicate substantial growth for TikTok Shop's U.S. sales this year, potentially surpassing the online sales of some major retailers, underscoring the move toward social commerce and the evolving role of creators within it.