Paid ads are getting more expensive. Attention spans are getting shorter. And eCommerce brands that rely only on PPC are quietly falling behind.

In this episode, Justin Willhite, Founder of CommQuest and former Senior Influencer Marketing Manager at Twitch, breaks down why influencer marketing has shifted from a “nice-to-have” to a critical survival channel for eCommerce brands in 2026.

Justin shares a rare insider perspective from both sides of the table — enterprise-level influencer strategy at Amazon-owned Twitch and real-world execution as a creator himself. You’ll learn how brands should approach influencers, what metrics actually matter, how to repurpose creator content for Amazon and DTC, and why micro-creators often outperform massive accounts.

If you’re selling on Amazon or DTC and still treating influencer marketing like an experiment, this episode will change how you think about growth.

🔗Connect with Justin Willhite

LinkedIn: https://www.linkedin.com/in/justinwillhite/

Instagram: https://www.instagram.com/comm_quest/

Facebook: https://www.facebook.com/commquest1

YouTube: https://www.youtube.com/consumerquest

🕰️Timestamps

00:00 – Welcome back to The eCom Growth Show

00:58 – Why influencer marketing is now critical for eCommerce brands

02:45 – The attention economy & short-form content reality

04:25 – Why buyers trust creators more than brands

06:18 – How low-ticket and high-ticket products both rely on influencers

07:54 – Justin’s background at Twitch & Amazon influencer strategy

09:26 – How Twitch creators build powerful communities

11:20 – Leveraging influencer communities to build your own brand community

12:33 – Why brands must engage on influencer posts

13:29 – The biggest mistakes brands make when pitching influencers

15:39 – How to outreach without sounding salesy

17:55 – Why most legitimate brands still ignore influencer marketing

19:43 – Turning influencer content into long-term conversion assets

22:19 – Amazon Creator Connections explained

25:31 – KPIs that actually matter (beyond vanity metrics)

27:22 – Why follower count is misleading

28:57 – Can influencers actually drive sales?

29:53 – What Justin does now & how he helps brands scale

#TheeComGrowthShow #InfluencerMarketing #AmazonSellers

KEEP IN TOUCH:

🔗 LinkedIn: https://www.linkedin.com/in/danancoleman

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YouTube: https://www.youtube.com/@eComGrowthShow

Danan Coleman is an expert in the Amazon field. He's been actively selling on Amazon since 2010 and in the SaaS and Service network for Amazon sellers since 2018. After helping companies like ManageByStats and Carbon6 scale and be sold, he started his eCom Triage [https://ecomtriage.com] to help sellers with solutions to complicated and seemingly impossible tasks like removing negative reviews and detecting critical and detrimental changes to your product detail pages. He also consults both brands and agencies in the Amazon space.