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.