A quarter of online retailers haven't considered affiliate marketing, with 20% admitting to not knowing what it is

A quarter of e-commerce retailers haven't considered affiliate marketing

A quarter of online retailers haven't considered affiliate marketing as a step they could take for their business, with 20 per cent admitting that they 'didn't fully understand' what affiliate marketing is.

The findings come from research from affiliate network Paid On Results which polled 975 founders of retailers with an e-commerce site.

Despite 20 per cent admitting that they 'didn't fully understand' affiliate marketing 42 per cent said they had an active affiliate marketing programme in place. More than a quarter (26 per cent) said they hadn't though about or even considered using affiliate marketing for their brand.

"It’s a real shame that not all online retailers or businesses with ecommerce offerings have tapped into the potential affiliate marketing can offer. I was really shocked to discover that as many as 20 per cent of online retailers don’t even know what affiliate marketing is," said Graeme Sandwell, managing director of Paid On Results.

"It’s the kind of marketing activity that can really give tangible financial results, because affiliate websites will do their best to promote your brand and drive sales so that they can earn commission. It’s like having a whole army of marketeers ready and waiting to drive engaged customers your way, so it’s about time more retailers were aware of how easy and affordable it is to set up an affiliate programme."

Clothing retailers with an e-commerce offering were found to be the most to have an affiliate programme in place, with retailers specialising in luxury brands or products the least likely.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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