‍Last reviewed: 8 May 2025

Quick answer: The median referral conversion rate for eCommerce brands in 2025 is 3 % – 5 %. Top‑quartile programs crack 8 %+. This guide shows the numbers behind that headline—plus practical levers to beat the benchmark.

Table of Contents

1. Why Benchmarks Matter
2. Referral Metrics 101
3. 2025 Conversion‑Rate Benchmarks
4. Industry‑Specific Referral Conversion Rates
5. Top Five Levers That Move the Needle
6. Toolbox: Apps & Reports
7. FAQ
8. Takeaways

Why Benchmarks Matter

Benchmarks keep goals realistic and experiments focused. If your referral program benchmarks lag peers, you know it’s time to iterate on rewards or friction. If you’re already top‑quartile, double‑down on scaling traffic instead of tweaking copy.

Referral Metrics 101

• Share Rate – Percentage of customers who share their referral link or code after buying. A healthy range is 5 % – 15 %.
• Click‑Through Rate (CTR) – Percentage of shares that generate at least one visit. Typical range: 10 % – 25 %.
• Conversion Rate (CR) – Percentage of referred visits that convert into orders. 2025 median sits at 3 % – 5 %.
• Referral Revenue Share – Portion of total store revenue driven by referrals. Strong programs hit 10 % – 30 %.

Tip: Track all four—optimising one in isolation rarely drives sustainable revenue.

2025 Conversion‑Rate Benchmarks

Across 3,200 Shopify and WooCommerce stores (ReferralCandy dataset, Q1 2025):

• Apparel & Accessories – median 3.2 %, top‑quartile 7.9 %.
• Beauty & Personal Care – median 4.1 %, top‑quartile 8.5 %.
• Health & Wellness – median 3.6 %, top‑quartile 7.2 %.
• Food & Beverage – median 4.8 %, top‑quartile 9.1 %.
• Electronics & Gadgets – median 2.9 %, top‑quartile 6.4 %.
• Subscription brands (average) – typically +1.5 pp above category medians and +2 pp above top‑quartile figures.

Bookmark: Top performers almost always pair cash‑equivalent rewards with friction‑free redemption.

Want a snapshot? Paste these numbers into your BI tool and chart median vs top‑quartile for instant executive slides.

Industry‑Specific Referral Conversion Rates

Below are verified 2025 median referral conversion rates from our merchant dataset:

• Apparel & Fashion – 5.40 %
• Gadget & Electronics – 2.98 %
• Beauty – 3.87 %
• Books – 3.38 %
• Crafts – 5.01 %
• Food – 7.90 %
• Health – 7.23 %
• Home – 6.49 %
• Software – 7.86 %
• Sports – 6.83 %
• Vaporizers – 8.72 %
• Pet products – 8.58 %
• Jewelry – 6.06 %
• Other – 2.54 %

Use these figures to benchmark your own program. If you’re below your industry’s median, start with reward testing and program visibility to close the gap.

Top Five Levers That Move the Needle

1. Reward attractiveness – Cash or %-off discounts often beat points by ~40 % in CR.
2. Program visibility – Post‑purchase popups + account‑page widgets lift share rate >30 %.
3. Social proof – Display review stars near share buttons to bump CTR 10 %–15 %.
4. Frictionless redemption – Auto‑apply discounts shorten the purchase path; expect +1 pp CR.
5. Smart timing – Reminder emails 7 days after delivery reactivate dormant advocates.

Toolbox: Apps & Reports

• ReferralCandy – Built‑in A/B testing and fraud detection.
• Refersion – Granular commission tiers by SKU or new‑customer status.
• Klaviyo – Automate post‑purchase and reminder emails.
• Google Looker Studio – Visualise share → click → conversion funnel with real‑time data.
• Fraud‑Prevention Reports – Monitor IP overlap, device fingerprinting, and unusual velocity.

FAQ

What counts as a conversion?
A referred visitor completing a purchase within your attribution window (commonly 30 days).

Is 5 % CR “good”?
It’s above the 2025 median. Target 8 % to join top performers.

Do subscription products skew higher?
Yes—predictable value boosts trust, typically adding 1.5 pp – 2 pp to CR.

How long until I see improvement?
Brands notice measurable uplift within 4–6 weeks after optimising rewards and reminders.

Should rewards be cash or discount?
Cash‑equivalent rewards (gift card, PayPal credit) convert ~1 pp higher on average.

Takeaways

• 2025 median referral conversion sits at 3 % – 5 %; push for 8 %+.
• Reward relevance, visibility, and redemption friction are your fastest levers.
• Use the ROI formula: even a 1 pp CR gain can boost referral revenue 30 %+. Pull your data, pick one lever, and test within the next sprint.

‍

One‑sentence takeaway: Installing a tracking app, setting commission rules, and inviting your first partners can get a Shopify affiliate program live in under an hour.

Last reviewed: 6 May 2025

Too many spreadsheets, coupon leaks, and missed payouts? Follow this playbook to launch a performance‑based affiliate channel that scales without ballooning ad spend.

Table of Contents

1. Why Shopify Affiliate Marketing Still Works
2. Prerequisites Before You Start
3. Step‑by‑Step Setup
4. Choosing the Right App
5. Launch Checklist
6. FAQ
7. Next Steps

Why Shopify Affiliate Marketing Still Works

Affiliate revenue accounts for up to 15–30 % of sales for high‑growth DTC brands. Rising ad costs make pay‑for‑performance partnerships more attractive than ever.

Key advantages

• CAC control – pay only for conversions, not clicks.
  
• Built‑in trust – leverage creators your audience already follows.
  
• First‑party data – rely on Shopify order data, not third‑party cookies.
  

Prerequisites Before You Start

Before you flip the switch, confirm you have these four building blocks in place:

1. Profit‑margin clarity – Know your average profit per order so commissions never send you into the red.

2. Irresistible commission – Choose a percent‑of‑sale or flat‑fee reward large enough to excite partners yet small enough to protect margin.

3. A Shopify‑compatible tracking app – This is the nerve center that issues links and codes, attributes orders, and triggers payouts automatically.

4. A plug‑and‑play media kit – Logos, lifestyle photos, product shots, and a 50‑word brand blurb let affiliates promote you from day one.

Step‑by‑Step Setup

1 · Install a Tracking App

1. In Shopify Admin → Apps → Shopify App Store, search “affiliate marketing”.
   
2. Filter by 4.5★+ rating.
   
3. Click Add app, approve permissions, and open the app dashboard.
   1. ReferralCandy is a great option because it allows you run both referral and affiliate programs simultaneusly.
      

2 · Configure Program Rules

• Commission: E.g., 10 % of net sales or $15 per first‑time customer.
  
• Cookie/Attribution window: 30–90 days.
  
• SKU exclusions: Remove low‑margin products.
  

3 · Create Trackable Assets

Give every new affiliate three share‑ready assets:

Referral links: Perfect for blog posts, YouTube descriptions, and email banners. Each link carries UTM parameters so the app tracks the sale instantly.

Discount codes: Ideal for TikTok videos, Instagram Stories, and newsletters. Shoppers enter the code at checkout and the order is auto‑credited to the creator.

QR codes: Great for package inserts or in‑store signage. Scans redirect through the referral link and log the conversion automatically.

4 · Recruit Affiliates

• Invite past customers via post‑purchase email.
  
• DM niche creators already posting your category.
  
• List program on public affiliate marketplaces.
  

5 · Launch & Announce

• Send welcome email with links, codes, payout terms.
  
• Add “Affiliates” link to footer navigation.
  
• Share launch on social channels + newsletter.
  

6 · Monitor & Optimise

• Review dashboard weekly: clicks, sales, top earners.
  
• Increase commission tiers for high performers.
  
• Tweak creatives for low‑conversion partners.
  

Choosing the Right App

elow are four popular affiliate‑tracking apps, their ideal fit, and starting prices:

• ReferralCandy: All‑in‑one referrals + affiliates. Stand‑out: post‑checkout auto‑signup. Starts at $59/mo.
• Refersion: Built for scaling influencer teams. Stand‑out: advanced commission tiers. Starts at $99/mo.
• UpPromote: Best budget start. Stand‑out: built‑in affiliate marketplace. Starts at $29.99/mo.
• BixGrow: Great for lean startups. Stand‑out: fraud filters at a low cost. Starts at $7.99/mo.

Prices and ratings are from the Shopify App Store, April 2025.

Launch Checklist

• Installed affiliate app
  
• Defined commission & cookie window
  
• Uploaded brand assets to portal
  
• Tested link & code tracking
  
• Created signup page & onboarding email
  
• Announced program to customers & influencers
  

Print this page or screenshot it before launch.

FAQ

How long does setup take?
Less than an hour once you’ve chosen an app.

Do I need Shopify Plus?
No. Basic plans work fine. Enterprise features (API commission scripts) shine on Plus.

Can I pay affiliates in store credit?
Yes. Most apps let you choose cash, gift cards, or custom rewards.

What about tax paperwork?
Collect W‑9/1099 (US) or local equivalents. Some apps (ReferralCandy, Refersion) automate the process.

Next Steps

Launching an affiliate program on Shopify is simpler than ever. Pick an app, set a compelling commission, and invite your first partners today. Your next 10–30 % revenue lift could be one tracking link away.

Too many spreadsheets, coupon leaks, and missed payouts? A dedicated affiliate tracking app can turn that chaos into an automated growth engine.

How affiliate tracking works on Shopify

Affiliate apps are the best way to track purchases that come to your Shopify store through someone actively promoting your product. They:

• Generate trackable links or codes
• Record order data
• Trigger payouts

This way, you and your partners can finally see who drove what revenue in real time.

Quick facts

• Tracking happens via discount codes, UTM links, or Shopify’s Order API.
• Payouts can be flat fees, revenue shares, store credit, or cash.
• Most apps now tag orders automatically, so refunds and partial shipments don’t break your numbers.

TL;DR - At-a-Glance Comparison

ReferralCandy
– Best for: All-in-one referrals + affiliates
– Starts at: $59/mo
– Review score: ★ 4.9 (2.1K reviews)

Refersion
– Best for: Large influencer programs
– Starts at: $99/mo
– Review score: ★ 4.7 (1K reviews)

UpPromote
– Best for: Budget-friendly scaling
– Starts at: $29.99/mo
– Review score: ★ 4.9 (4.2K reviews)

Social Snowball
– Best for: Viral TikTok / UGC brands
– Starts at: $99/mo
– Review score: ★ 4.8 (200 reviews)

BixGrow
– Best for: Super-lean startups
– Starts at: $7.99/mo
– Review score: ★ 5.0 (1.4K reviews)

GoAffPro
– Best for: DIY coupon + link tracking
– Starts at: Free
– Review score: ★ 4.8 (3.7K reviews)

These apps were selected based on their Shopify App Store ratings, merchant reviews, and how well they integrate with Shopify and other key tools like Klaviyo and Recharge.

1 · ReferralCandy: All-in-One Referrals + Affiliates

Stand-out features

• Automatic affiliate activation post-checkout (customers turn into partners in one click).
• Cash, coupon, or custom rewards plus multi-currency payouts.
• Fraud detection that flags leaked codes before they cost you.
• Affiliate Plus dashboard: branded portal with performance charts your partners actually understand.

A good fit if you want referrals and affiliates in one dashboard without needing a developer. Their commission-based pricing is ideal for brands that want to pay for results; not for things like how many affiliates you have or how many orders you get each month.

"As a team, we’re proud that our growth is primarily driven by word of mouth, and we didn’t have to rely on paid ads." Ena Quitain - ‍COO, DMD Skin Sciences

2 · Refersion: Built for Influencer & Creator Programs

• Flexible commission rules (SKU, new-customer only, tiered rates).
• Self-serve portal + application workflow for 1,000+ partners.
• Deep Shopify Plus integration and REST API for custom stacks.

Best for scaling programs that need granular tracking and enterprise reporting.

3 · UpPromote: Fast Start, Friendly Price

• Free plan covers 50 referrals; pay only when you scale.
• Affiliate marketplace to recruit creators out of the box.
• A/B test landing pages and coupon copy.

Best for early-stage brands who want quick proof of concept without high fixed fees.

4 · Social Snowball: Turn Every Buyer into an Influencer

• Auto-creates personal codes at checkout and displays them in a post-purchase popup.
• Instant PayPal or gift-card payouts keep affiliates engaged.
• Klaviyo & Postscript sync for SMS/email nurture flows.

Best for brands growing on TikTok, Reels, and UGC-driven channels.

5 · BixGrow: Lean, Affordable, Effective

• Starts at under $10/month but still offers fraud filters & branded portals.
• One-click migration wizard for GoAffPro spreadsheets.

Best for side-hustle stores and niche hobby brands watching every dollar.

6 · GoAffPro: DIY Option with a Generous Free Tier

• Unlimited affiliate sign-ups on free plan (basic reporting).
• Coupon & link tracking, Zapier hooks.

Best for developers comfortable piecing together custom workflows.

Answers to questions you might be asking yourself.

Can I automate coupon-code creation for TikTok influencers?

Yes, three apps handle this out of the box:

• ReferralCandy (with Affiliate Plus addon) generates a personal referral link immediately after checkout with a coupon code that automatically applies to the checkout.
• Social Snowball drops the code in a post-purchase popup and emails it.
• UpPromote mass-creates SKU-level codes you can export to TikTok Spark Ads.

Which apps support multi-currency payouts?

ReferralCandy
– Multi-currency cash payouts: Yes
– Store credit support: Yes

Refersion
– Multi-currency cash payouts: Yes
– Store credit support: Not supported

UpPromote
– Multi-currency cash payouts: Yes
– Store credit support: Yes

Others (e.g., GoAffPro, BixGrow, Social Snowball)
– Multi-currency cash payouts: Via PayPal auto-convert
– Store credit support: Not supported

How do I prevent coupon abuse & self-referrals?

Look for:

• IP-address self-referral checks (ReferralCandy, BixGrow)
• Coupon site detection and blocking (ReferralCandy)
• Limited-time use coupon code generation (ReferralCandy, Social Snowball)
• “New-customer only” commission rules (ReferralCandy, Refersion, UpPromote).
• Limit one code redemption per customer ID (ReferralCandy, Social Snowball)

Do any of these apps integrate with Klaviyo & Recharge?

ReferralCandy: Fully integrates with Klaviyo, Recharge, Loop, Seal, and MailChimp.

‍Refersion: Works with Klaviyo, Recharge, and MailChimp (no Loop or Seal).

‍UpPromote: Integrates with Klaviyo, Recharge, and Loop (no MailChimp).

‍Social Snowball: Covers Klaviyo, Recharge, and Loop (no Seal or MailChimp).

FAQ

Q: Can I migrate existing affiliates from a spreadsheet?
A: All six apps let you bulk-import via CSV. ReferralCandy and UpPromote also email credentials automatically so partners can log in immediately.

Q: Do I need Shopify Plus?
A: No. Every app here works on Basic, though ReferralCandy and Refersion are Shopify Plus Certified Apps.

Q: What’s a “Built for Shopify” badge?
A: It’s Shopify’s quality mark for fast, secure, 100% API-compliant apps. ReferralCandy, Refersion, and UpPromote have earned it as of April 2025.

How to Migrate to a Dedicated Affiliate App (10-Minute Setup)

1. Choose your app and start the free trial.
2. Import partners via CSV or let the app auto-generate codes at checkout.
3. Set commission rules (e.g., 10% on first 3 orders only).
4. Embed signup widget on site or enable post-purchase popup.
5. Send onboarding email through Klaviyo with code + dashboard link.
6. Monitor fraud dashboard and tweak limits if needed.

Final Thoughts & Next Steps

• ReferralCandy: best all-in-one, set-and-forget referrals + affiliates.
• Refersion: granular control for big influencer teams.
• UpPromote: budget starter that scales.
• Social Snowball: viral growth for TikTok-first brands.
• BixGrow: lean and affordable.
• GoAffPro: free DIY option.

Ready to ditch spreadsheets and pay affiliates on autopilot? Start a free trial (most apps give you 14 days) and see which dashboard feels right for your team.

If you have any questions, feel free to reach out to me at raul [at] referralcandy [dot] com.