Home
Europe

UK and Europe

Affiliate agency for Chinese brands in Europe.

Red Thread helps Chinese brands launch and grow affiliate and partner programmes across the UK and Europe. We find the right publishers, creators and networks in each market, localise your offer, and run the programme day to day, so it drives tracked sales to your own website and your Amazon stores.

Book a call

Affiliate marketing for Chinese brands in Europe

Why Europe

A big market that already buys through partners.

Europe is one of the biggest online markets in the world, and shoppers there already buy through affiliate partners every day.

€961bn

European online retail sales to consumers are expected to grow 5% to €961 billion in 2026.

£1.78bn and €932m

UK brands spent £1.78 billion on affiliate marketing in 2025. In Germany the figure was €932 million, and four out of five euros were paid only when a sale happened.

6%

Shoppers are open to Chinese brands. Chinese tech and home brands are winning shelf space and trust, and Chinese car brands doubled their EU market share to 6% in early 2026.

The catch: Europe is not one market. Each country has its own language, payment habits and mix of partners. Coupon sites are the top partner type in France, for example, but come last in Germany. A plan that works in London will not simply copy across to Berlin or Paris.

Sources: Ecommerce Europe and EuroCommerce, European E-commerce Report 2026; APMA, State of the Affiliate Nation 2025; BVDW APMC, Affiliate and Partner Marketing in Germany 2025; ACEA data via Euronews, May 2026; Awin, affiliate marketing global views.

Market by market

What to know in each country.

We use the networks that fit each country, from Awin, Partnerize and Impact to Tradedoubler, Webgains and local players.

Market	What to know
UK	The most mature affiliate market in Europe and the easiest first step. English-language content, strong review, deal and loyalty sites, and a busy creator scene.
Germany	The largest ecommerce market in Europe. Shoppers research carefully, so in-depth reviews, comparison sites and trust signals matter. Coupon sites play a smaller role than elsewhere.
France	Coupon, cashback and deal sites are a big part of the mix. A fully French website and French creative are a must.
Spain	A fast-growing online market. Deal communities and creators on Instagram and TikTok drive a lot of discovery.
Italy	Still catching up online, which leaves room for brands that arrive early. Amazon.it is a key place to sell.
Netherlands	A small market with very high online spending. Shoppers expect local payment methods such as iDEAL.
Nordics	High spend per person and strong English, but local-language content still performs best. Pay-later options such as Klarna are popular.

See our guide to the best affiliate networks for Chinese brands, or read more on why Germany is a strong market for Chinese brands.

What we do in Europe

Everything you need to launch and grow.

Programme launch

We set up your affiliate programme on the right network for each market, with clear commission rates and terms.

Partner recruitment

We find and sign the publishers, review sites, deal sites and creators that your customers already trust, country by country.

Content commerce

We negotiate placements in guides, reviews and newsletters, and use our relationships to get you better prices and more exposure.

Localisation

We make sure your website is in the local language, supports local payment methods, and uses local creative and messaging. Without this, even the best partners struggle to convert.

Amazon across Europe

We drive tracked traffic to your Amazon listings and stores in the UK, Germany, France, Spain, Italy and beyond.

Day-to-day management

We support partners, approve sales, test offers and report on what is working, so your team can focus on the product.

How we work

One market first, then the next.

We are based in London with deep links to Shenzhen, so we understand how Chinese teams work and what European partners expect.

Market review

We look at your products, prices and goals, and agree which European market to start with.

Set-up

We choose the network, set commissions and get your website and creative ready for local shoppers.

Recruit and activate

We bring partners on board and help them get your brand live. Good partnerships take time and hands-on support, so we stay close to them.

Grow and expand

We back the partners that perform, cut what does not, and roll out to the next market when the first one is working.

FAQ

Common questions.

Which European market should a Chinese brand start with?

Usually the UK or Germany. The UK is the most mature affiliate market and works in English. Germany is the largest ecommerce market in Europe. The right choice depends on your product and where you already sell.

Do we need a local website?

Yes, if you want partners to send traffic to your own site. It should be in the local language, take local payment methods and use local creative. If you are not ready, we can start by sending traffic to your Amazon stores.

Which affiliate network do you use?

We are not tied to any network. We pick the one that suits each market and your goals.

How long until we see results?

Expect the first few months to focus on recruiting and activating partners. Sales usually build as partners publish content and see good results.

Can you manage several countries at once?

Yes. Most brands start in one or two markets, then expand once the programme is working.

Ready to plan your launch? Follow our step-by-step guide to launching an affiliate programme in Europe.

New to the channel? Read our complete guide to affiliate marketing for Chinese brands.

Get started

Ready to grow in Europe?

Tell us about your brand and the markets you are looking at. We will tell you honestly where to start.

Book a call