Affiliate marketing was born in 1996: a performance-based technique that lets a merchant sell through affiliates, in exchange for a commission. The founding anecdote? Jeff Bezos, Amazon’s founder, was reportedly asked at a party how to create a link to his site. The idea for the first affiliate programme was born.
An economic weight that keeps growing
The sector now weighs around 17 billion dollars worldwide (up from 15.7 billion in 2024), on a trajectory toward 27.78 billion by 2027, then 38.35 billion by 2030. More telling for an e-commerce brand: affiliate marketing now accounts for 16% of global e-commerce sales, and up to 16% of orders in North America. More than 80% of brands now use it to generate leads and sales.
How affiliate marketing works
Three players:
- The advertiser, who wants to promote a commercial offer.
- The affiliate, who acts as an intermediary to promote it.
- The buyer, who completes the transaction after seeing the affiliate’s content.
What each party gains
- The advertiser: more sales, more awareness, qualified leads.
- The affiliate: a commission.
- The buyer: easier access to the right product, often via a targeted recommendation.
Compensation models
Cost per click, cost per double click, pay per sale, or pay per qualified lead: the choice of model depends on the objective (brand awareness vs. direct sales).
Where do you find affiliates?
Display, cashback sites, blogs, content sites, email marketing, ad networks, price comparison sites, social media, couponing sites. The landscape has expanded considerably with the rise of content creators (see our article on influencer marketing).
Platforms connecting advertisers and affiliates
Awin, ShareASale, Rakuten Advertising, Amazon Associates, Kwanko, among others, each with its own sector specialities.
Agathe Blaise
Sources: Affiliate Marketing Statistics 2026 – Demandsage, Affiliate Marketing Statistics 2026 – FirstPromoter.