Europe is one of the biggest online markets in the world, and affiliate partners already drive a large share of what Europeans buy online. But Europe is not one market. A programme that works in London will not simply copy across to Berlin, Paris or Stockholm.
This guide walks Chinese brands through launching an affiliate programme in Europe, step by step: where to start, what to fix before you launch, how to choose a network and set commissions, and how to find and keep good partners. It is written from our own experience launching and running partner programmes across the UK and Europe.
Why launch an affiliate programme in Europe?
Three reasons make Europe worth the effort for Chinese brands:
- Scale. European online sales to consumers are expected to reach €961 billion in 2026, according to Ecommerce Europe and EuroCommerce.
- A proven channel. UK brands spent £1.78 billion on affiliate marketing in 2025 (APMA). In Germany the figure was €932 million, and four out of five euros were paid only when a sale happened (BVDW).
- You only pay for results. Most affiliate deals are paid on commission, so you can test a new market without a large upfront media budget.
Step 1: Choose your first market
Do not try to launch in ten countries at once. Pick one or two markets, make them work, then expand. For most Chinese brands the choice comes down to the UK or Germany.
| Market | Why start here | Watch out for |
|---|---|---|
| UK | The most mature affiliate market in Europe, English-language content, strong review, deal and loyalty sites. | Competitive, so you need a clear offer and fair commissions. |
| Germany | The largest ecommerce market in Europe, high basket values, shoppers who trust in-depth reviews. | Everything must be in German, and shoppers expect strong trust signals. |
| France | Large market where coupon, cashback and deal sites are a big part of the mix. | A fully French website and French creative are a must. |
| Nordics and Netherlands | High spend per person and comfortable buying online. | Smaller markets, and local-language content still performs best. |
The right choice depends on your product, your prices and where you already sell. If you already have Amazon sales in one country, that is often the best place to start. Our Europe page has a fuller country-by-country summary.
Step 2: Get your website ready for local shoppers
This is the step most Chinese brands rush, and it is the main reason programmes fail. Partners can send you traffic, but if your website does not convert, they will stop promoting you. Before you launch, check:
- Local language. A properly translated site for each market, not machine translation. Product names, sizes and units should feel local.
- Local payments. Shoppers expect familiar payment methods: PayPal and pay-later options such as Klarna are popular across Europe, iDEAL in the Netherlands, and cards everywhere.
- Local creative and messaging. Banners, product images and copy that speak to local shoppers, not translated Chinese marketing.
- Prices in local currency, with delivery times and returns explained clearly.
- Tracking that works. Your network’s tracking must be installed and tested on every page that matters, including checkout.
If your own website is not ready yet, you can start by sending partner traffic to your Amazon listings instead, then move to your own site later.
Step 3: Choose the right affiliate network
Your network handles tracking, reporting and paying partners. The main options in Europe include Awin, Tradedoubler, Webgains, Partnerize, Impact and CJ, plus local networks in some countries. Each has different strengths by country and partner type.
When comparing networks, ask:
- Which of my target countries do they cover well?
- Do they have the partners my customers trust: review sites, creators, deal or loyalty platforms?
- What are the set-up and monthly fees, and what share of commission do they take?
- Can they support me in English and, ideally, in Chinese?
We are not tied to any network, and we pick the one that suits each market. Our guide to the best affiliate networks for Chinese brands compares the main options.
Step 4: Set your commission structure
Commission is the main reason a partner chooses to promote you over a competitor. As a rough guide, cost-per-sale commissions in Europe often sit around 5–10% for electronics and 10–15% for fashion and general retail. Check what similar brands pay on your chosen network before you decide.
A few tips:
- Pay top partners more. Use higher rates for the content partners and creators who bring you new customers.
- Use fixed fees for premium placements. Big publishers often charge a fixed fee for a place in a buying guide or newsletter, sometimes plus commission. A good agency can negotiate better prices and exposure.
- Keep it simple at launch. One clear rate, then add tiers once you know who performs.
For more detail, read CPA, fixed fees or hybrid: how affiliate deals are priced.
Step 5: Build your partner kit
Make it easy for partners to say yes. Prepare a short kit for each market with:
- A one-page brand introduction in the local language
- Product images, banners and logos
- Your commission rates, cookie length and any exclusive offers
- Key selling points and how you compare with competitors
- A named contact who replies quickly
Step 6: Recruit the right partners in each country
Do not wait for partners to find you. The best programmes are built by actively reaching out to the right sites and creators. In Europe, that usually means a mix of:
- Review and content publishers: tech, home and lifestyle sites whose buying guides shoppers trust. Usually the most valuable partners for a new brand.
- Creators: YouTube, Instagram and TikTok creators who show your products in use.
- Deal, coupon and cashback sites: strong for volume, especially in France and the UK, but set clear rules so they add new sales rather than just taking a cut.
- Loyalty and comparison platforms: important in some markets, especially for higher-value products.
The partner mix differs by country. Coupon sites are the top partner type in France, for example, but come last in Germany (Awin). Plan each market separately.
Step 7: Launch and activate your partners
Signing a partner is only the start. Many partners join a programme and never promote it. To get them live:
- Agree a date and placement for each important partner
- Offer a launch bonus or higher commission for the first few months
- Check in regularly and answer questions quickly
Good partnerships take time and hands-on support. Expect the first few months to be mostly about recruiting and activating partners, with sales building as they publish content.
Step 8: Measure, improve and expand
Review your programme every month. Look at which partners drive new customers, which bring sales you would have got anyway, and where commission could work harder. Back the partners that perform, cut what does not, and once your first market is working, use what you have learned to launch in the next one.
Common mistakes Chinese brands make in Europe
- Launching without local resource. Someone needs to manage partners in their language and time zone.
- Translating instead of localising. A Chinese website run through a translator will not convert European shoppers.
- Treating Europe as one market. Each country needs its own partners, offer and creative.
- Expecting instant results. Affiliate is a long-term channel. The brands that win stay patient and keep supporting their partners.
FAQs
How long does it take to launch an affiliate programme in Europe?
Setting up a network and getting your website ready usually takes a few weeks. Building a strong group of active partners takes several months.
Do I need a separate programme for each country?
Often yes, or at least separate offers, creative and partner lists for each market. Some networks let you run several countries from one account.
Can I send affiliate traffic to Amazon in Europe?
Yes. Many publishers and creators link to Amazon, and you can track those sales with Amazon Attribution. Many brands use both Amazon and their own website.
Should I use an agency?
If you do not have a team in Europe, an agency can save you months by bringing existing partner relationships, local knowledge and day-to-day management. Talk to us about your plans.
New to the channel? Start with our complete guide to affiliate marketing for Chinese brands.
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
- Awin, How is affiliate marketing viewed and used around the world?
