The Home Depot is expanding its digital marketing strategy with the launch of a new creator platform designed to connect the retailer more directly with influencers producing home-improvement content.
Called the Home Depot Creator Portal, the platform serves as a centralized hub where content creators can access campaign opportunities, affiliate marketing programs and tools to support content development.
The retailer has already onboarded thousands of creators and is now accepting public applications, according to a company announcement.
To promote the launch, Home Depot is highlighting a group of high-profile creators tied to the 2026 FIFA World Cup, which will be hosted across the U.S., Mexico and Canada.
Participants in the retailer’s “Starting Lineup” program include designers, home-improvement experts and athletes such as Dude Perfect, Trinity Rodman, Carlos Flores and Tony Henry.
The initiative places Home Depot squarely within a broader retail shift toward creator-led commerce, as brands increasingly look to influencers to drive discovery, engagement and conversion.
Over the past six months, retailers including Sephora, Chewy and Lowe’s, Home Depot’s closest home-improvement rival, have rolled out similar creator marketplaces.
Affiliate marketing, a core component of many of these platforms, is expected to generate more than $210 billion in U.S. e-commerce sales this year and nearly $280 billion by 2028, according to eMarketer.
In announcing the portal, Home Depot senior vice president and chief marketing officer Molly Battin described the retailer’s creator partners as a “community that drives meaningful engagement with current and future customers.”
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She said the platform will connect creators with Home Depot-branded opportunities while also giving them access to the company’s extensive supplier network and product assortment.
Beyond monetization, the Creator Portal will offer training resources, best-practice guides and tools designed to increase creators’ visibility across Home Depot channels. Participants may also receive product gifting and other perks tied to campaign participation.
The retailer is also leveraging consumer interest in sports ahead of the World Cup, rolling out soccer-themed content that includes guidance on creating backyard spaces for casual play and home renovation ideas for outdoor viewing parties.
Earlier this year, Lowe’s launched what it called the first dedicated home-improvement creator network, enrolling more than 17,000 creators during its beta phase. Lowe’s has since partnered with MrBeast on a creator-curated storefront and serves as the exclusive building partner for the second season of the “Beast Games” series.
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