So, you launched an affiliate program, sat back, and waited for the commissions to roll in. But instead of a flood of traffic and sales, you’re getting... crickets. Maybe a handful of clicks here and there, a sale every now and then, but nothing close to what you expected. Sound familiar? You’re not alone.
Affiliate marketing should be a revenue-driving machine for your eCommerce brand—but only if it’s set up the right way. If your program isn’t working, it’s likely due to one (or more) of these common issues. The good news? Every problem has a solution. Let’s dig in.
1. You’re Attracting the Wrong Affiliates
Not all affiliates are created equal. If you’re overloaded with deal and coupon sites but aren’t seeing content creators, bloggers, or niche influencers, your program isn’t optimized for long-term growth. Coupon sites might drive last-click conversions, but they’re not creating demand or increasing brand awareness.
Fix It: Actively recruit affiliates who align with your brand’s audience. Focus on content creators, bloggers, and YouTubers who educate and engage potential buyers before they hit checkout. Offer competitive commissions to those who bring new customers, not just ones who find a coupon at the last second.
2. Your Commission Structure is Uninspiring (or Unsustainable)
If your commission rates are too low, affiliates won’t waste their time. But if you’re paying too much across the board, you’ll kill your margins—especially if those commissions are going to low-value partners.
Fix It: Structure commissions based on value. Content affiliates and influencers bringing in new customers? Pay them more. Coupon and cashback sites that capitalize on last-click attribution? Lower their rates. Performance-based tiered payouts also work wonders: the more an affiliate sells, the higher their commission.
3. Your Affiliates Don’t Have the Right Tools (or Motivation)
Just because someone signed up for your affiliate program doesn’t mean they’ll promote you. If affiliates don’t have fresh creatives, clear messaging, or an easy way to track their success, they won’t put in the effort.
Fix It: Give them everything they need to succeed. Provide high-quality banners, email templates, social media content, and sample captions. Run promotions, give them exclusive discounts for their audience, and recognize top performers with bonuses or increased commissions.
4. You’re Not Communicating (or You’re Doing It Wrong)
Most brands onboard affiliates and then disappear. No check-ins, no updates, no strategy. Meanwhile, affiliates are left guessing about what to promote and when.
Fix It: Treat your affiliates like partners, not an afterthought. Send regular newsletters with updates, new promotions, and success stories. Create a private Facebook or Slack group for your affiliates. The more engaged they feel, the more they’ll promote your brand.
5. You’re Not Tracking the Right Metrics
If you’re only looking at total affiliate sales, you might be missing the bigger picture. Not all sales are created equal—some affiliates drive high AOV (average order value) sales, while others bring in repeat customers. Some just skim last-click attribution without adding real value.
Fix It: Go beyond revenue. Track metrics like:
- New vs. returning customers (Are affiliates helping you grow your customer base?)
- AOV per affiliate (Are they bringing in high-value orders?)
- Conversion rates per partner (Are they sending engaged traffic?)
Use this data to optimize your program, reward top performers, and cut dead weight.
6. Your Onboarding Process is a Mess
If affiliates have to jump through hoops to sign up, get links, or receive payouts, they’ll abandon ship before they even get started.
Fix It: Streamline everything. Use a user-friendly affiliate platform, automate payouts, and make sure getting started is stupidly simple. The easier you make it, the more affiliates will actually promote.
The Bottom Line
Affiliate marketing works—but only if you’re working with the right partners, using the right strategy, and giving affiliates a reason to actually promote your brand. If your program isn’t delivering, don’t write off affiliate marketing entirely. Instead, make the necessary tweaks to turn it into the high-performing channel it should be.
Need help optimizing your affiliate program? Let’s talk.