A broad view on e-commerce and affiliate marketing for 20 Europe countries, covering most important e-shops, industry trends, biggest affiliate networks, publishers and affiliates.

1. Affiliate marketing
May 2021
European Ecommerce &
Affiliate Market

2. # Country 2018 (Eur bn) 2019 (Eur bn) 2020 (Eur bn) Source
1 UK 174,9 200,5 222,0 FEVAD
2 France 92,6 103,4 115,2 Bevh
3 Germany 65,1 72,6 83,3 Ecommerce Foundation
4 Spain 28,0 33,6 40,3* RetailX
5 Italy 31,5 36,4 Ecommerce Foundation
6 Russia 14,4 18,9 27,7 Thuiswinkel.org
7 Netherlands 24,9 26,6 FDIH
8 Poland 9,3 11,6 22,0 Data Insight
9 Denmark 17,3 19,5 21,5 Ecommerce Foundation
10 Sweden 15,0 16,9 19,0* J.P. Morgan
11 Norway 12,6 13,8 15,1* Ecommerce Foundation
12 Turkey 7,8 10,8 14,9* BeCommerce Market Monitor
13 Switzerland 9,3 11,8
Turkey’s Informatics Industry Association
(TÜBİSAD), Deloitte Turkey, SimilarWeb and Inveon
14 Austria 10,3 10,5 10,7* J.P. Morgan
15 Greece 6,0 7,5 10,7 J.P. Morgan
16 Finland 9,0 9,8 10,7* Bevh
17 Belgium 11,5 10,3 J.P. Morgan
18 Ireland 7,8 8,6 9,5* RetailX
19 Czech Rep. 5,1 5,9 6,9* The Association for Electronic Commerce (APEK)
20 Portugal 5,1 5,6 6,6 ACEPI ecommerce association
*our estimates, based on
2018-2019 growth rate
Europe – top countries by e-commerce value (2020)
Sometimes, there are
very big differences
related to certain
ecommerce values
released by different
organizations, about the
same country. One
explanation could be
that there are different
methods of measuring
the value of the national
ecommerce industry:
e.g. some organizations
don’t count travel
expenses, while others
also include online
gambling or tourism.

3. UK – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 amazon.co.uk 12,2
2 tesco.com 4,9
3 argos.co.uk 4,4
4 sainsburys.co.uk 3,0
5 currys.co.uk 2,7
Top popular e-commerce in UK
(th visits/ month)
E-GDP (2019) 7,94%
ARPU (Eur) 1.468

4. UK – affiliate
Top affiliate
networks
AWIN (the largest):
2380 advertisers and
36945 publishers
Webgains
CJ
Tradedoubler
Rakuten Marketing
Affilinet (part of Awin)
SkimLinks
Adtraction
Tradetracker
Adservice
Top affiliates
TopCashback
Quidco
Skimlinks
RetailMeNot
Global Savings Group
digidip
Easyfundraising
Groupon
Voucherbox
Increasingly Smarter
Click
Affiliate ad spend (2019) Eur 586 mn
Growth rate yoy 8,4%
AWIN, 2020

5. UK – key takeaways
• The best way to earn more with affiliate marketing is by creating a price comparison website.
• The U.K. is the top marketplace for gaming affiliates with a share of 43%, whereas the U.S. stands second with 33% of the market share. Asia
has 23% of the traffic share.
• Affiliate programs drive 15–30% of all sales for advertisers.
• The recent acquisition of Honey by PayPal for $4bn has got a lot of people talking about the future of publisher browser extensions. While Honey
is the poster-company for browser-extension based publisher businesses, there are now a variety of publishers that use browser extensions as
part of their offering, to market reminders, discounts, price comparison or brand discovery. There is now widespread acceptance of browser
extensions within affiliate marketing, which presents a shift in advertiser attitudes. Yet browser companies seem to be moving in the opposite
direction, becoming more cautious about the unfettered access extensions have to their users.
IAB UK Affiliates & Partnerships Group – Survey (Feb 2021)
185 respondents (advertisers and agencies who operate affiliate marketing programmes in the UK)
Lockdown impact
• Over 50 % of UK survey participants saw an increase in affiliate spend across 2020, with a third spending over £50,000 per month through the
channel
• More than half of respondents questioned saw an overall increase in business across 2020, and 56% recorded increased revenue through the
affiliate channel specifically since lockdown starting in late March 2020
• More than two thirds of respondents feel the current lockdown situation will last for at least 6 months, with 37% anticipating it continue for more
than a year
Performance
• CPA is still the predominant payment model for Affiliates, with last click being the biggest attribution rule by a significant margin
• ROI is the most important performance metric, followed by sales volume and customer acquisition
Tracking
• 50 % of respondents still rely on third-party cookies to track their affiliate performance
Priorities for affiliate marketers in the UK include:
• Measuring the value of affiliate and proving incrementality
• Educating the market about tracking
• Look to develop a gold standard for the affiliate industry to drive transparency, trust and standards
Aff Mk Agencies
AMDX
Acceleration Partners
Nativex (XMP)
GIMO (Top clients
include BetFirst and
others in the online
betting and gaming
industries)
Soapmedia
Optimus Performance
Marketing
Artefact
Performics
YIELDKIT
ForwardPMX
Admirate

6. Germany – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 amazon.de 13,1
2 otto.de 3,5
3 zalando.de 1,8
4 mediamarkt.de 1,2
5 lidl.de 0,9
E-GDP (2019) 1,71%
ARPU (Eur) 1.221
Top online stores by ecommerce net
sales 2019 (bn EUR)
1 Amazon 10,5
2 Otto 3,4
3 Zalando 1,6
4 MediaMarkt 1,2
5 Notebooksbilliger 0,9
6 Lidl 0,8
7 Saturn 0,6
8 Bonprix 0,6
9 Apple 0,6
10 Cyberport 0,6

7. Germany – affiliate
Top affiliate
networks
AWIN (the largest):
2366 advertisers and
30808 publishers
Financeads
Tradedoubler
CJ
Webgains
Rakuten Marketing
Admitad (+Adgoal)
Affilinet (part of Awin)
Linehub
Effiliation
Adservice
Top affiliates
digidip
Global Savings Group
adgoal
Yieldkit
Corporate Benefits
mydealz.de
Aklamio
Sparwelt
PAYBACK
iGraal
Affiliate ad spend (2020) Eur 558 mn
Est. ad spend growth (2021) 12%
• Increasing popularity for app based affiliate marketing: advertisers who previously only tracked website conversions are now looking to include tracking within
their apps in order to appreciate the full customer journey and reward affiliates who drive traffic that result in app-based sales. There is also an increasing
number of app-based advertisers that do not have a website, but would like to use affiliate marketing. This shift means it is becoming increasingly important for
affiliate networks to review mobile marketing analytics and work closely with attribution platforms that enable tracking within mobile apps.
• Very few German merchants run their affiliate programmes in-house. German market focuses strongly on Affiliate Networks as a platform provider
• Data protection, user consent, browser regulations and compliant tracking options were dominant topics in 2020 and will continue to be in 2021.
• In February 2019, the Munich District Court adopted a law according to which all affiliate links on German platforms must be labeled as advertising. This
measure has made it somewhat more difficult for publishers and advertisers, but it has also increased the level of user confidence in the affiliate channel.
• The most difficult aspect of doing business, which advertisers and publishers had to overcome in 2019, was the need to comply with the requirements of the
GDPR.
Aff Mk Agencies
TATAM Digital
Performics
Yieldkit
ForwardPMX
TRG | The Reach Group
GmbH
Sanoma/ Advendio
Admirate

8. France – ecommerce
Top online stores by ecommerce
net sales 2020 (bn EUR)
1 amazon.fr 5,43
2 auchan.fr 2,35
3 cdiscount.com 1,81
4 veepee.fr 1,52
5 carrefour.fr 0,77
E-GDP (2019) 4,31%
ARPU (Eur) 1.008
Top online stores by monthly
traffic (mn visits, 2020)
1 Amazon FR 212
2 Cdiscount 67,3
3 eBay FR 53
4 Leroy Merlin 36,8
5 Fnac 31,5
6 Vinted FR 29
7 AliExpress FR 25,9
8 ManoMano 22,3
9 Darty 19,7
10 Decathlon 16,5

9. France – affiliate
Top affiliate
networks
AWIN: 719 advertisers
and 10577 publishers
Tradedoubler
CJ
Rakuten Marketing
NetAffiliation
TimeOne Performance
Effinity
Companeo
Tradetracker
Affilinet (part of Awin)
Linehub
Effiliation
Adservice
Top affiliates
digidip
Plebicom
Sparheld
Shoop
iGraal
Savoo
Radins
Global Savings Group
RetailMeNot
AFILIZA
Affiliate ad spend (2019) Eur 277 mn
Affiliate ad spend (2020) Eur 298 mn
Est. ad spend growth (2021) 18%
• Boom in direct-to-consumer (DTC) sales from brands traditionally sold by distributors launching affiliate programs under their own name
(Dyson, Lancôme and Samsung)
• A distinctive feature of the French market is its focus on local manufacturers. French consumers don’t trust Chinese stores very much.
• From year to year, traffic from influencers and native advertising are becoming ever more popular.
Aff Mk Agencies
Artefact
Performics
ForwardPMX

10. Spain – ecommerce Top online stores by ecommerce net
sales 2020 (bn EUR)
1 amazon.es 3,67
2 elcorteingles.es 1,49
3 pccomponentes.com 0,70
4 carrefour.es 0,61
5 alcampo.es 0,45
E-GDP (2019) 2,69%
ARPU (Eur) 668

11. Spain – affiliate
Top affiliate
networks
AWIN: 386 advertisers
and 5777 publishers
CJ
Tradedoubler
Webgains
Tradetracker
Publicideas
NetAffiliation
TimeOne Performance
Affilinet (part of Awin)
Effiliation
Adservice
Top affiliates
Global Savings Group
Blogdechollos
Groupon
beruby
Savoo
Oberst BV
Student Beans
digidip
Chollometro
Axel Springer Espana
Affiliate ad spend (2020) Eur 73 mn
Est. ad spend growth (2021) 14%
• Advertisers demand more control and transparency over who their partners are, and how they are generating traffic, leads and sales. One
of their challenges is to understand the initial, valuable source of their leads and sales. Particularly in the finance sector, brokering
companies often try to re-distribute leads which can lead to advertiser mistrust.
• 2020 went down in history as Spain’s ‘year of ecommerce’ following a 20% growth in spend against 2019. It was the third biggest rise in
the world and the leader in Europe.
• The most important trend in the Spanish market has been social media shopping.
Aff Mk Agencies
Artefact
TATAM Digital

12. Italy – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 amazon.it 3,44
2 esselungaacasa.it 0,58
3 unieuro.it 0,48
4 zalando.it 0,46
5 apple.com 0,37
E-GDP (2019) 2,01%
ARPU (Eur) 536
Top online stores by number of
visitors (mn, 2020)
1 Amazon 66
2 eBay 31,7
3 Zalando 10,6
4 Mediaworld 10,1
5 Ikea 9
6 UniEuro 8,5
7 Leroy Merlin 8,2
8 ManoMano 7,9
9 Microsoft 7,1
10 Apple Store 6,5

13. Italy – affiliate
• The local market is dominated by local advertisers, with the
exception of Amazon. Consumers in most regions have a very poor
command of English, which makes the Italian version of the site a
must.
• Local affiliate networks operate differently from international
businesses. The first difference is that they play on the popular
trend of “nutre”, which stands for beauty and health. The second
difference is that there is no list of advertisers, but rather a choice
of goods and promotional materials. For every publisher, Italian
networks make an individual decision on whether to connect them.
• One sector that unintentionally benefited from last year’s context is
Utilities, where consumers - now more conscious of their energy
usage after spending lengthy periods at home - exercised their right
to switch and save. Recent improvements have made it easy to fulfil
expectations for rapid and remote switching, with publishers
certainly showing more interest as a result.
• 2020 also brought the spotlight on financial technologies as a
serious advertiser category, evidenced by growth for key players
and a number of top-tier Cashback partners launching dedicated
‘Fintech’ sections. Revolut, which helps customers purchase small
amounts of crypto and gold via its app, saw an incredible uplift
during Black Friday through discounts on its premium service.
• CSS partners are growing in a similar vein, as are Gamification
publishers – an incredibly new and exciting proposition that offers
rewards for healthy actions like walking and cycling. renewed
interest in affiliate by media houses like SKY TG24 and Hearst
Affiliate ad spend (2020) Eur 93 mn
Est. ad spend growth (2021) 15%
Top affiliates
Global Savings Group
Tikato
BuyOn
beruby
Savoo
bestshopping.com
Payback
Lyoness
Topnegozi
BravoSconto
Top affiliate
networks
AWIN: 545 advertisers
and 5630 publishers
Tradedoubler
CJ
NetAffiliation
Effiliation
Webgains
Tradetracker
Aff Mk Agencies
Veralto

14. Netherlands – ecommerce Top online stores by ecommerce net
sales 2020 (bn EUR)
1
Bol.com
2,2
2 Coolblue 1,1
3 Albert Heijn 0,7
4 Zalando 0,7
5 Wehkamp 0,5
6 Amazon 0,4
7 Jumbo 0,4
8 About You 0,3
9 De Bijenkorf 0,3
9 H&M 0,3
E-GDP (2019) 3,28%
ARPU (Eur) 1156

15. Netherlands – affiliate
• Influencer marketing is increasingly becoming a
big trend within the channel for advertisers.
• The ability for brands to give out unique codes to
their partners is interesting. When the pandemic is
over and shops begin to open again, customers
that use these codes in a store to get a discount
can be effectively attributed to the partner who
influenced them
• The Netherlands has been on a rapid trajectory of
general digital adoption with rates outstripping
those of its near neighbours. Online grocery
shopping, for example - a key mover in other
territories due to shoppers staying away from
crowded supermarkets - already had the
Netherlands as its the fastest EU growth market,
trailing only the UK and France.
• Direct-to-Consumer brands have risen in the past
few years and in the Netherlands more brands are
expected to switch to this business model. It is an
attractive setup for brands, giving them more
control over their customer journey, supply chain,
data while allowing them more control over
budget and margin.
• D2C brands rely more heavily on performance
based marketing to reach their target audience via
multiple online channels. Using affiliates and
influencers can have a significant impact on how
a brand is perceived and is becoming an
important strategy for D2C brands.
Affiliate ad spend (2020) Eur 124,5 mn
Est. ad spend growth (2021) 6%
Top affiliates
Saleduck
Student Kortet
Global Savings Group
Oberst BV
Kupongkode
Studiz
Mecenat
Orange Buddies
IDG
Jyllands-Posten
Top affiliate
networks
AWIN: 644 advertisers
and 7033 publishers
Linehub
Tradetracker
Tradedoubler
Affilinet (part of Awin)
Effiliation
Daisycon
Aff Mk Agencies
Nativex (XMP)
Artefact
Forward PMX

16. Poland – ecommerce
E-GDP (2019) 2,31%
ARPU (Eur) 535

17. Poland – key takeaways
• An increasing number of advertisers in Poland are open to working on hybrid commission models.
Rethinking the traditional commission models means exchanging some of the CPS or CPL but
compensating with additional CPC or CPM budgets.
• The market is highly competitive, and it is already formed. Top advertisers expect from the affiliate channel
new sources of traffic (influencers, thematic content, automated solutions) and are increasingly losing
interest in standard ones, such as cash-backs, coupons, price comparison services, etc.
• On the other hand, new players who are just entering the market are becoming increasingly convinced of
the effectiveness of the CPA model. Last year’s experience shows that new products are the ones with
which publishers make the highest profit.
• Traffic arbitrage via Google has proven particularly beneficial in this sector. This channel is not especially
popular with local publishers, which creates so-called “blue ocean” conditions—a new market with no
competitors—for players from other countries (including the CIS) involved in traffic arbitrage.
• Social networks have been actively expanding their membership, especially Facebook and YouTube. This is
a vertical with the lowest entry threshold for beginners and low costs. The key to success here is to
produce quality content and properly position products for Central Asia.
• In 2019, e-commerce experienced a 16% increase over the previous year and Poland was ranked
13th
among the fastest developing e-commerce markets in the world. In 2019, the value of the market
was estimated at $18 billion (~Eur 15 billion) and now it is expected to reach $25.6 billion in 2020 (~Eur
21 billion).
Affiliate networks
AWIN
Adtraction
Adservice
DoAffiliate.net
(financial products)
LeadGid (financial
products)
Tradetracker
Tradedoubler
VIVnetworks
NetsalesMedia
FireAds
Aff Mk Agencies
AMDialogue Affiliate
Marketing Agency

18. Sweden – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 apotea.se 0,31
2 netonnet.se 0,30
3 elgiganten.se 0,27
4 zalando.se 0,26
5 apoteket.se 0,20
E-GDP (2019) 1,78%
ARPU (Eur) 1311

19. Sweden – key takeaways
• Swedes are considered cautious shoppers, spending when the price, and time, is right. Sales spike at key
points in the calendar. For example, payday is an important day for e-commerce, with orders rising by 16
percent. In November 2019, sales jumped by a huge 95 percent due to Black Friday.
• Delivery preferences in Sweden are unlike many other European countries, delivery to a pick-up point is by
far the most popular method
• China, the UK and Germany are Sweden’s top-three overseas shopping destinations. Sweden’s excellent
levels of English proficiency, combined with these countries’ vast product and brand inventories may explain
the popularity of these markets.
• Strong preferences for domestic schemes and innovations, like Swish and Klarna, mean merchants must
incorporate these products into their own payment offering.
• Over the past few years an increasing number of media publications have adopted affiliate marketing. These
businesses have traditionally been newspapers and magazines that are looking for new ways to optimise
their digital real estate.
• Affiliate marketing is an attractive option and there is increased interest and engagement from these media
outlets. Articles written by these media publications are valued by advertisers as the content is high-quality
and highly engaging. In addition, the articles tend to have strong conversion rates and attract niche target
groups.
• Publishing houses are anticipated to account for an increasing share of the affiliate mix in Sweden in 2020.
Affiliate networks
AWIN
Adtraction
Adservice
DoAffiliate.net
(financial products)
Adrecord
Tradetracker
Tradedoubler
CJ
Webgains
Aff Mk Agencies
Stockholm Affiliate
Group
Admirate

20. Austria – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 Amazon.de 1,00
2 Zalando 0,40
3 MediaMarkt 0,13
4 Universal 0,13
5 Shop Apotheke 0,12
E-GDP (2019) 1,97%
ARPU (Eur) 976
Top online stores by ecommerce net
sales 2019 (bn EUR; EHI)
1 Amazon.de 0,83
2 Zalando 0,35
3 Universal 0,11
4 Shop Apotheke 0,09
5 Otto 0,08
6 MediaMarkt 0,07
7 H&M 0,07
8 Apple 0,06
9 E-tec.at 0,06
10 Cyberport 0,06

21. Austria – key takeaways
• Austrians are increasingly using digital personal assistants for online shopping.
The number of Austrians who own a voice assistant jumped 125 percent between
2018 and 2019, from 200,000 to 450,000. Amazon’s Alexa has already been used
by 30,000 Austrian consumers to shop online.
• Austria is surrounded by advanced European e-commerce markets: international
merchants can take advantage of this to offer prompt delivery and route products
via major European sales platforms such as Zalando and Amazon, which does not
have a dedicated Austrian site.
• Austria has a high return rate, with the overall return rates for physical goods at
approximately 43 percent. This figure is even higher for fashion purchases, at 54
percent.
Affiliate networks
AWIN
Affilinet (part of Awin)
Tradetracker
Tradedoubler
Adservice
Aff Mk Agencies
YIELDKIT
Performics

22. Norway – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 elkjop.no 268,09
2 komplett.no 209,99
3 zalando.no 133,63
4 kolonial.no 120,35
5 apple.com 104,58
E-GDP (2019) 3,84%
ARPU (Eur) 1221

23. Norway – key takeaways
• Norway is proving to be a test bed for emerging e-commerce concepts. For example,
‘live shopping’, whereby an online shopper is guided around a physical store, is being
trialed by domestic electronics retailer Elkjøp
• The most popular shopping apps in Norway include Zalando, Wish and Klarna. Local
payment apps such as Vipps allow users to make one-click smartphone payments on
merchant sites without needing to input address and payment details.
• In Norway more and more advertisers explore an attributed view of their marketing. As
more channels come into the marketing mix, it’s important for them to make data-led
decisions about where to spend marketing budget.
Affiliate networks
AWIN
Adtraction
Adservice
Adrecord
Tradetracker
Tradedoubler
Aff Mk Agencies
Admirate

24. Belgium – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 bol.com 434,92
2 coolblue.be 350,26
3 zalando.be 264,77
4 amazon.fr 242,36
5 apple.com 141,93
E-GDP (2019) 3,05%
ARPU (Eur) 723

25. Belgium – affiliate
Top affiliate
networks
AWIN: 386 advertisers
and 5777 publishers
Tradedoubler
CJ Affiliate
Rakuten Marketing
NetAffiliation
TimeOne Performance
Effinity
Companeo
Tradetracker
Adtraction
Linehub
Effiliation
Top affiliates
Saleduck
Student Kortet
Global Savings Group
Oberst BV
Kupongkode
Studiz
Mecenat
Orange Buddies
IDG
Jyllands-Posten
Affiliate ad spend (2020) Eur 43 mn
Est. ad spend growth (2021) 10%
• Belgium’s unique laws on sales events also prevented retailers from adopting a lookalike response to what was happening across other markets. The annual
‘Solden’ periods in January and July remain the only times that discounts on out-of-season products can be described as ‘sales.’
• Despite 13 new retailers entering the Belgian market every day, the lion’s share of its revenue continues to head to foreign advertisers like Bol.com,
Coolblue, Amazon.fr and Zalando. Local players Vanden Borre and Vente-Exclusive.com are the only outliers in a pack dominated by European powerhouses.
• The need to tailor offerings according to local laws, culture, and in two languages (French and Dutch), combined with a small population, make Belgium a
somewhat more difficult market for those entering the EU e-commerce division. Popular online platforms include the Dutch platforms bol.com and Cool Blue.
• In February 2008, eBay introduced a system to allow users in Belgium to register using an electronic identity card instead of a credit card. Using this
government-issued electronic identity card, known as eID, provides greater proof of identity and security in exchange of electronic data. Such increased
security provides for greater trust in the e-commerce market and may offer a boost in attractiveness.
• User-generated content will make a big splash next year and be the trend to watch for in 2021
Aff Mk Agencies
Performics

26. Czech Rep. – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 alza.cz 708,82
2 mall.cz 229,08
3 rohlik.cz 171,81
4 czc.cz 117,86
5 lidl-shop.cz 95,45
E-GDP (2019) 2,95%
ARPU (Eur) 557

27. Czech Rep. – key takeaways
• The Czech Republic is located at the heart of Europe and therefore plays a key
role in European transport. Thus, the infrastructure and its quality are at a very
high level. Moving around the Czech Republic is relatively easy due to the quite
extensive infrastructure, but due to legal restrictions, drivers are not able to
reach high speeds without the risk of an equally high fine.
• Internet fraud is not a common issue in the Czech Republic. Most likely, this is
due to the fact that a significant proportion of purchases are paid on delivery.
The main area where fraud occurs is card theft, but with the development of
technology and security systems, the rates decrease.
• Czech consumers are traditionally price sensitive, but quality is becoming
more and more important. This is indicated by a notable transition from
cheaper brands to well-known brands. As consumer purchasing power
increases, there is a growing interest in free, organic and health products. 60%
of consumers use local businesses. Discount stores, in particular, have been
very successful and are now dominating the grocery market.
• Customer support and site trustworthiness are important for Czech
customers.
Affiliate networks
AWIN
Adtraction
DoAffiliate.net
(financial products)
LeadGid (financial
products)
Tradetracker
Tradedoubler
VIVnetworks
Dognet
Affiliate Port
Aff Mk Agencies
Performics

28. Ireland – ecommerce Top online stores by ecommerce net sales
2020 (bn EUR)
1 amazon.co.uk 299,63
2 argos.ie 198,37
3 tesco.ie 194,22
4 currys.ie 132,80
5 littlewoodsireland.ie 106,24
E-GDP (2019) 2,53%
ARPU (Eur) 898

29. Ireland – key takeaways
• Ireland is a nation shopping online in rising numbers, with shoppers seeking
products from both homegrown and overseas merchants—and preferably on their
smartphones
• The UK and Ireland share streamlined import and export agreements and close
proximity, making the UK the biggest international market for Irish online shoppers.
Fashion is a key cross-border segment, with the UK’s Boohoo and ASOS among the
top-20 most popular e-commerce sites in Ireland. Amazon.co.uk is a top-10 site in
Ireland.
• An estimated 84 percent of Irish online consumers have shopped cross-border,
almost double the average rate seen across Europe. This can be explained in part
by a historical reticence by local Irish merchants to deploy e-commerce and a wide
choice of brands and products on offer in the UK.
Affiliate networks
AWIN
Tradedoubler
CJ
Webgains
Skimlinks
Aff Mk Agencies
Sanoma/ ADvendio

30. Switzerland – ecommerce Top online stores by ecommerce net
sales 2020 (bn EUR)
1 zalando.ch 0,79
2 digitec.ch 0,77
3 brack.ch 0,34
4 nespresso.com 0,31
5 galaxus.ch 0,30
E-GDP (2019) 1,87%
ARPU (Eur) 1594

31. Switzerland – key takeaways
• Cross-border shopping is a key feature of the Swiss e-commerce market, with the
country flanked by major online shopping markets in Germany and France. Just
under two thirds (65 percent) of online shoppers have purchased from abroad in
search of cheaper products, and there is a culture of crossing the border to pick up
online orders from Germany and France. However, the travel restrictions created
by COVID-19 helped domestic online merchants to win business in 2020
• Browsers are preferred over apps, taking almost three-quarters (74 percent) of all
mobile commerce sales. Domestic companies are optimizing their websites for
mobile to deliver a high-quality user experience, which can compete with
international brands
• The Swiss government is consulting on potential reforms to its
business-to-consumer e-commerce VAT tariff system in the second half of 2020
Affiliate networks
AWIN
Tradetracker
Tradedoubler
Affilinet (part of AWIN)
Admitad
Connects
Adservice
Glize
Aff Mk Agencies
YIELDKIT
Artefact

32. Finland – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 verkkokauppa.com 304,61
2 gigantti.fi 185,92
3 zalando.fi 116,20
4 power.fi 87,98
5 amazon.com 78,02
E-GDP (2019) 1,34%
ARPU (Eur) 1265

33. Finland – key takeaways
• Finland’s EUR9.8 billion e-commerce market is backed by excellent digital,
banking and mobile infrastructure, smoothing the path for new merchants
hoping to do business here.
• Finnish consumers are more receptive to cross-border shopping than
neighboring Sweden. Finns are more likely than any other nationality in the
Nordic region to buy clothes and shoes from foreign sites.
• Influencer marketing continues to see growth in Finland, and in more recent
years advertisers have partnered with micro and nano influencers due to the
targeted audience which results in strong ROI.
Affiliate networks
AWIN
Adtraction
LeadGid (financial
products)
Tradetracker
Tradedoubler
Adrecord
Adservice
Frossle
Aff Mk Agencies
Sanoma/ Advendio
Admirate

34. Denmark – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 zalando.dk 235,72
2 elgiganten.dk 227,42
3 apple.com 98,77
4 bilka.dk 97,94
5 amazon.com 94,62
E-GDP (2019) 6,36%
ARPU (Eur) 1128

35. Denmark – key takeaways
• Growing trend: influencers and their willingness to test commission-based advertising. Previously it
has been difficult to encourage Danish influencers to test affiliate marketing because they were
traditionally accustomed to receiving upfront fees for their activity. For an affiliate network,
persuading partners to engage with CPA rather than upfront fees was a challenge.
• However this seems to be changing, with an increasing number of influencers now testing the
advantages of affiliate marketing because of its reach of advertisers and ease in getting setup.
These direct collaborations are generating results for both influencers and advertisers on a
CPA-based payment model.
• Most Danish consumers are happy to shop online abroad, which is shown by 51 percent of online
shoppers who ordered from other countries in 2020. In the European Union, the average share of
cross-border shoppers is at 45 percent.
• Most online shoppers (27 percent) in Denmark order a few times per month, while 24 percent do
this every month and 18 percent every third month.
• In 2020, Danish consumers curbed their spending on luxury items and focused on essentials.
Affiliate networks
AWIN
Adtraction
DoAffiliate.net
(financial products)
LeadGid (financial
products)
Tradetracker
Tradedoubler
Adservice
Adrecord
Digital Advisor
Frossle
NetBooster Affiliate
Aff Mk Agencies
Nativex (XMP)
Performics
Admirate

36. Portugal – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 elcorteingles.pt 156,87
2 zara.com 91,30
3 amazon.es 85,49
4 apple.com 74,70
5 amazon.com 61,42
E-GDP (2019) 2,78%
ARPU (Eur) 588

37. Portugal – key takeaways
• Portugal is developing its own online shopping culture. 'Online Shopping
Day', the Portuguese version of Black Friday, was launched in 2011. In 2019,
245 online brands joined the annual initiative. Nine out of 10 reported a
significant increase in sales.
• The most popular e-commerce websites indicate Portuguese citizens like
to research and to find a bargain: price comparison site olx.pt is most
popular, followed by marketplace worten.pt and price comparison site
custojusto.pt.
• Portuguese consumers have ongoing concerns regarding security
problems. As the market develops, online fraud remains an issue.
Merchants may wish to consider offering Portuguese language options to
reassure shoppers.
Affiliate networks
AWIN
Adtraction
Tradetracker
Tradedoubler
Effiliation
Glize
Aff Mk Agencies
PHD

38. Greece – ecommerce
Top online stores by ecommerce net
sales 2020 (bn EUR)
1 e-shop.gr 108,73
2 plaisio.gr 78,02
3 zara.com 60,59
4 kotsovolos.gr 60,59
5 amazon.com 42,33
E-GDP (2019) 2,96%
ARPU (Eur) 478

39. Greece – key takeaways
• Since the economic recession, Greek consumers have radically changed their spending habits
and have become extremely price-conscious. An increasing number of Greeks opt for online
shopping, as online retail offers them the possibility to compare a wide range of products at a
lower cost. Only one consumer in ten is expected to decrease their online spending while six
out of ten are expected to increase their online purchases.
• Consumers are increasingly looking to extend the life of products, which they currently own
through repairs, rather than purchasing new ones (clothing, cars, shoes, appliances, etc.).
• Linkwise is the first and largest Affiliate Network in Greece. Launched in 2008, it has since
been at the forefront of the Affiliate Marketing sector and works with the largest brands in the
market. In 2012, Linkwise launched its own custom-built affiliate platform (the first in the
market)
Affiliate networks
Linkwise
CJ
VIVnetworks
Aff Mk Agencies
Octopush
Kovald

40. Romania – ecommerce
Top online stores by
ecommerce net sales 2020
1
eMag
2 FashionDays
3 Altex
4 Dedeman
5 PCGarage
E-GDP (2020) 3.51%
ARPU (Eur) 305
Top cross-border shopping origin markets
China 22%
Europe 21%
US 5%
* according to iSense Solutions e-Comm Pulse 2021

41. Romania – affiliate
• The Romanian affiliate marketing landscape is dominated by 2 local players:
2Performant and Profitshare.
• 2Performant is the market leader and the first mover who has been
developing affiliate marketing in Romania since 2008.
• While 2Performant has >600 active advertisers in the platform, Profitshare
has approx. 150 active programs, but works with the largest e-commerce
player on this market, eMag.
• International affiliate marketing players have started to approach the
Romanian market in latter years especially due to the high growth rate in
e-commerce.
• Market specifics: the largest players in ecommerce, partly present also in
affiliate marketing, are local.
• Market specifics: the majority of affiliates are individual marketing and digital
specialists who develop affiliate projects. Financial players like ING bank or
Revolut are also active and publishers and cashbacks represent a rather
small segment. CSS (Comparison Shopping Service) is the largest growing
traffic source in affiliate marketing in the last 2 years.
Top affiliates
TidyShopping
GlewSolutions
Cuponeria
GabrielNica.ro
CataR
CashClub
Top affiliate
networks
2Performant
Profitshare

42. Main sources
• https://medium.com/@cudev.com
• https://www.statista.com/outlook/dmo/ecommerce/europe
• https://ecommercenews.eu/ecommerce-in-europe/
• https://ecommercedb.com/en/markets
• https://www.accelerationpartners.com/uk/blog/
• https://ecommercegermany.com/blog/category/industry-catalouges
• https://www.trade.gov/ccg-landing-page
• https://www.jpmorgan.com/merchant-services/insights?tab=global-payment-reports
• https://www.awin.com/awin-report/2021/global/
• https://report.admitad.com/en

43. • Follow us on https://www.linkedin.com/company/2performant
• Real time data on e-commerce and affiliate marketing https://2performant.com/statistics/