Social media influencers were part of a group that increased its impact on Cyber Monday online sales in 2025, and Home Depot wants to attract more of them.
On Dec. 10, the Atlanta-based home improvement giant announced the creation of The Home Depot Creator portal. The portal is billed as a centralized hub where creators can access content inspiration, campaign opportunities and expertise to help them build content around home improvement, DIY projects and decor tips. Of course, the goal is that the content drives product recommendations and inspiration for DIY customers, as well as pros.
The Home Depot Inc. ranks No. 4 in the Top 2000 Database. The Digital Commerce 360 database ranks North America’s largest online retailers by their annual ecommerce sales. Home Depot is also the top-ranked retailer in the Top 2000’s Hardware & Home Improvement category. Digital Commerce 360 projects that Home Depot’s online sales will reach $26.57 billion in 2025.
Who is on Home Depot’s creator portal?
Home Depot says thousands of creators have already enrolled for its creator portal, and applications are now open to the public.
“The Home Depot Creator portal isn’t just a website — it’s a community that drives meaningful engagement with current and future customers through talented personalities who give them confidence to tackle their home improvement projects,” said Molly Battin, senior vice president and chief marketing officer at The Home Depot, in a press release.
The retailer unveiled an initial lineup of designers, home improvement experts, athletes and other professionals who will participate on the platform. They include:
- Dude Perfect
- Trinity Rodman
- Dad Advice from Bo
- Glam Dapper
- DIY Huntress
- Carlos Flores
- OPE Pros
- Tony Henry
- Anothony Vidal
- Grill Dads
“I’m excited to partner with The Home Depot since they’ve always been a consistent and trusted brand,” said Trinity Rodman, a well-known soccer player and member of the U.S. Women’s National Team.
Rodman sees an opportunity ahead of the World Cup in 2026.
“It is going to be a lot of fun to partner with them during the biggest sporting event in the world next year,” she stated.
What Home Depot will gain from the creator portal
Daniel Burrus, a retail expert, futurist and founder of Burrus Research, said The Home Depot is looking to bring the DIY community closer to the point of purchase.
“Many are already learning home projects from creators, and now Home Depot is giving those creators a platform and an easy way to connect viewers to the right tools and materials,” Burrus explained.
He added that the retailer has the scale, data and products to build this creator ecosystem that will improve the customer experience.
“If this is treated as a marketing push, it will likely fail,” Burrus noted. “But if Home Depot positions this as an ongoing capability, I believe it will succeed.”
Relevance for Home Depot B2B customers
Burrus said there are strong B2B implications from this portal in the retailer’s pro community.
“Many pros see the same creators as consumers do, so I don’t think this will stay as just DIY,” he said. “When a creator shows the best drill to use for a project, this influences contractors, not just DIYers and hobbyists.”
However, Burrus believes The Home Depot has the opportunity to gain early insights into what tools, materials and trends are gaining traction, which will ultimately help guide inventory and vendor strategy.
Yehuda Neuman, senior vice president of influencer marketing for the firm PartnerCentric, said Home Depot is doing something both smart and overdue.
“Most DIY projects do not start with a shopping list,” he stated. “They start with someone on a screen saying, ‘Here’s how I did it.’ This creator portal is about turning that moment of inspiration into a measurable channel, while treating creators less like ad inventory and more like strategic partners.”
He said the shift during that process matters.
“Trusted makers already shape what people buy, how they buy it, and whether they feel confident starting the project at all,” he explained.
What will determine the portal’s success
“DIY audiences are allergic to anything that feels like a cash grab,” Neuman assessed. “They follow creators to learn, not to be pitched every five seconds.”
Meanwhile, he sees implications for the project beyond the consumer sector.
“The bigger B2B takeaway is that creators are becoming part of retail infrastructure,” he noted. “They are not just media. They are education, discovery and influence bundled together.”
In addition, he said creator commerce resembles a home improvement project: It is a process, but one that Home Depot and others should allow to play out.
“Creator-driven commerce has real staying power, but it is not a shortcut,” he added. “The brands that win will be the ones that invest in creators like true partners, not placements, and give them the freedom to teach, experiment and occasionally make a mess. That’s usually how the best projects start.”
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