We're listed on Nykaa and have our own Shopify store. Should creator content drive traffic to Nykaa or our own website? Different margin, different tracking.
Nykaa vs own website — influencer traffic decision: Send to Nykaa when: you're a newer brand building trust (Nykaa lends credibility), audience is discovering you for first time, or Nykaa is running a sale that makes your price competitive. Send to own site when: you can offer a creator-specific discount code (Nykaa controls pricing), you want customer data and email for retention, or your site has better UX and reviews. Split test reality: Nykaa traffic typically converts at 1.5–2x your own site for unknown brands (trust factor), but margins are 25–35% lower after Nykaa fees. Rule of thumb: new brands → Nykaa for first 6 months. Established brands → own site for creator traffic with exclusive discount codes. Both simultaneously is fine — give creators the choice or split by creator type.
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