X THE LINK is a commerce platform that connects brands with creators and helps turn social media links into sales. Brands can list products and open affiliate campaigns, setting commission rates, sample availability, and recruitment periods. Creators apply to promote approved products and receive individual sales links to share on Instagram profiles, stories, or link pages. The platform tracks clicks and orders, attributes sales to the relevant creator, accounts for cancellations and refunds, and automates statements and payouts after sales are confirmed.

For creators, X THE LINK offers free registration for Instagram users with at least 1,000 followers. They can browse products from vetted brands, review campaign terms, receive advertising credits based on activity, and access scheduled payments on the 5th and 20th of each month. Brands use the Brand Center to review creator applications and performance, manage sample shipments, compare campaign results, and coordinate settlements. Top-performing creators may also qualify for X THE LEAGUE, a global commerce reality series. The service is operated by LaLa Station Co., Ltd.