With an affiliate programme, other websites promote your products and you only pay when this results in a sale or an enquiry. Here is how to start your affiliate programme step by step, from choosing a network to monitoring your partners.
Key points at a glance
- An affiliate programme only pays partners for measurable results such as sales or leads.
- You can use an affiliate network or run your own programme.
- Commission, cookie duration and clear rules determine whether good partners will join.
- Partners must clearly label advertising links for their readers.
What is an affiliate programme?
An affiliate programme is an arrangement in which partners (affiliates or publishers) promote your products and receive a commission for every sale, lead or click they refer. Each partner uses a unique link, which the tracking system uses to attribute sales.
Network or your own programme?
For getting started, a network is usually the better choice; your own programme is mainly worthwhile for well-known brands with existing partner contacts.
| Affiliate network | Own programme (in-house) | |
|---|---|---|
| Partners | Access to many existing publishers | Partners have to be recruited yourself |
| Technology | Tracking, billing and management included | Own software or plugin required |
| Costs | Network fees on top of commission | No network fees, but your own effort |
| Control | Network rules apply | Full control over terms and data |
| Suitable for | A quick start and wide reach | Established brands with their own community |
How do you set the commission?
Your commission must be attractive to partners and still profitable for you after returns and fees. So base your calculation on your margin after returns, not on revenue. Pay per sale is common for shops and pay per lead for service providers. Higher commissions for new customers or bonus tiers for strong partners are proven incentives.
Which partners are right for you?
The right partners are those whose readers are your target audience, such as specialist blogs, comparison sites, voucher sites or influencers in your industry.
- Content and comparison sites: bring purchase-ready visitors who want advice
- Voucher and cashback portals: strong at closing sales, but check whether they genuinely bring new customers
- Newsletters and creators: a good fit for lifestyle, hobby and niche products
- Industry portals: ideal for B2B and products that need explaining
What rules does your programme need?
Your programme needs clear rules on advertising formats, brand terms, vouchers, disclosure and cancellations, set out in the programme terms.
- Whether partners may bid on your brand name in Google Ads
- Which vouchers may be used
- How cancellations and returns are handled
- Which advertising claims are permitted
- That partners clearly label advertising links, for example with “Ad” or “Advertisement”
How do you measure success?
Measure the success of your affiliate programme by revenue, cancellation rate, cost per sale and the share of new customers, not just by the number of partners.
Look beyond revenue and the number of sales: check the share of new customers, the return rate per partner and whether partners genuinely generate additional sales or merely intercept purchases that would have happened anyway. Also align the programme with your SEO and PPC campaigns.
How do you prepare your shop for the affiliate programme?
Prepare 4 things before launch: reliable tracking, an up-to-date product feed, appealing creatives and clear programme terms. Partners decide in the first few weeks whether your programme is worth it for them.
- Tracking: orders must be reliably attributed to the right partner, ideally server-side and verified with test orders.
- Product feed: comparison sites and content sites need current prices, images and stock availability.
- Creatives: banners in common formats, text links, product images and information on promotions.
- Programme terms: permitted advertising formats, rules on vouchers and brand terms, reasons for cancellation and payout deadlines.
Also check your shop technology. The major networks offer extensions for WooCommerce, PrestaShop and Shopify that usually let you connect tracking and the feed without custom development.
How do you win your first partners?
Win your first partners through active outreach, because good publishers receive many offers and rarely apply on their own. Simply signing up with a network is usually not enough for a successful launch.
Search Google for your most important product terms combined with “test”, “comparison” or “review”. The sites that appear there are your natural target partners. Contact them personally, briefly explain your offer and name concrete benefits, such as an increased launch commission, exclusive voucher codes or test products.
An example: an outdoor equipment shop approaches 30 specialist blogs and 5 comparison sites and offers a higher commission for the first 3 months. The partners who generate revenue during this period then receive permanently better terms.
How do you look after partners in the long term?
Look after your partners as you would your sales staff: with regular updates, quick responses and fair, punctual payment. Good publishers stay with programmes where they feel well looked after.
- A monthly partner newsletter with new products, promotions and seasonal topics
- A dedicated contact person with short response times
- Transparent reasons for cancelled commissions
- Performance-based tiers that reward strong partners
Which mistakes hold back new affiliate programmes?
New affiliate programmes usually fail because of commissions that are too low, a lack of partner support or unclear rules on vouchers and brand terms. These mistakes can be avoided with good preparation.
High cancellation rates without explanation are just as critical. They quickly destroy partners’ trust. So check every month how many commissions you cancel and why, and communicate the reasons openly.
What role do voucher and cashback sites play?
Voucher and cashback sites generate many conversions, but often win fewer new customers than content sites, blogs or comparison portals. Many users only look for a discount there shortly before buying.
So decide which voucher codes partners may use and whether a lower commission applies to existing customers. Some networks let you tier commissions by new and existing customers. This way you reward partners who genuinely bring new customers and avoid paying twice for purchases that would have happened anyway.
Frequently asked questions
How much does an affiliate programme cost?
You pay commission for results. Networks usually add set-up and ongoing fees, while your own programme involves costs for software and management. Also allow time for recruiting partners, creating creatives and monitoring. Work out in advance what commission your margin allows, so that every sale through partners is worthwhile for you.
How long should the cookie duration be?
It should match the typical purchase decision. For impulse purchases, short periods are enough; for expensive products, longer durations are common and more attractive to partners. 30 days is often a good starting point. Also look at the durations your competitors offer, because good partners compare terms closely.
How do I find good partners?
Through the networks’ publisher directories, by approaching suitable websites directly and through existing contacts such as suppliers or customers with their own reach. Comparison sites, specialist blogs and voucher or cashback sites in your industry are particularly valuable. A personal approach with a clear offer works far better than a generic mass email.
Do affiliate links have to be labelled?
Yes. Partners must make it clear to their readers that the content is advertising. State this explicitly in your programme terms. Common labels are “Ad” or “Affiliate link”, placed directly at the link or at the start of the article. Carry out spot checks to see whether your partners actually apply the labelling.
When are commissions paid out to partners?
Commissions are usually paid once the withdrawal period has expired and the order has been confirmed. In the EU, the statutory withdrawal period for online purchases is generally 14 days, plus time for shipping and checks. Many programmes therefore confirm commissions monthly. Set out the process in your programme terms and reliably meet the deadlines.
Does an affiliate programme work with WooCommerce, PrestaShop and Shopify?
Yes. For all 3 shop systems, the major affiliate networks offer plugins, apps or modules to connect tracking and the product feed. Server-side tracking sometimes requires additional set-up. Before launch, test the integration with several test orders, including voucher codes and cancellations, so that attribution works reliably.
What commission makes sense at launch?
Base it on your margin after returns and fees and on the terms of comparable programmes in your industry, which networks often publish. A slightly increased launch commission for the first few months makes your programme more attractive to new partners. What matters is that every commission remains profitable even when a partner is particularly successful.
May a partner bid on my brand name on Google?
You decide this in your programme terms. Many advertisers prohibit bidding on their own brand name because they can get these clicks more cheaply through their own ads. Others allow it under clear conditions. Word the rule unambiguously, include spelling variants and check regularly whether partners comply with it.
Plan your affiliate programme
We give you impartial advice on choosing a network, calculate commissions and build your programme.
