Quick answer: Most DTC brands start affiliates at 10–15% per sale or a flat $10–$15 for new-customer orders, then tier up for top partners. That range comes straight from 2025 platform data.
Table of Contents
- Why affiliate commission rates matter
- How to pick the right affiliate commission benchmarks
- Affiliate commission rates by industry in 2025
- Templates you can copy
- Launch / Optimise Checklist
- FAQ
- Takeaways
Why affiliate commission rates matter
Your rate is your headline offer to partners. It decides who signs up, how they pitch you, and whether their effort lines up with your margins. With ad costs rising, many brands now treat affiliates as a core acquisition channel that pays only on real sales.
How to pick the right affiliate commission benchmarks
Here is a simple model you can apply in minutes:
- Start with profit, not revenue. Calculate average profit per order and set a cap so commissions never push you negative. The Shopify setup guide stresses profit-margin clarity as step one.
- Anchor to market norms, then adapt. For DTC, a starting point is 10–15% of sale or $10–$15 flat for new-customer orders. Use tiers to reward high performers.
- Segment by partner type. Creators, SEO blogs, and coupon sites deliver different value. Track EPC, AOV, refunds, and new-customer mix to shape rates by segment.
- Control for new vs returning. Many brands pay higher rates on first-time customer orders and a lower rate or $0 on returning buyers. That rule is easy to configure during setup on modern platforms.
- Use visible promotion and a clean portal. If you want top talent to join, match a fair rate with good onboarding, branded assets, and post-purchase activation. ReferralCandy’s all-in-one referrals + affiliates platform is built for this.
Affiliate commission rates by industry in 2025
Below are practical ranges many merchants use today. Treat these as starting points. Use your margin math, test windows, and partner quality to dial them in.
Ecommerce affiliate commission ranges
- Apparel & accessories. 8–15% on first-time customer orders. Add a 2–5% tier bump for top creators who hit revenue targets. This sits well within the common 10–15% anchor used by DTC brands in 2025.
- Beauty & personal care. 10–18% for new-customer orders or a flat $10–$15 for entry SKUs. Pair with double-sided friend offers on landing pages to lift conversion. For promotion tactics that raise conversion, see this playbook. https://www.referralcandy.com/blog/how-to-promote-your-referral-program-in-2025
- Health & wellness. 8–15% for one-time products. If you sell subscriptions, consider a percentage on the first order and a smaller tail on the second or third, based on margin.
Food & beverage. 8–12% or a flat $10–$12. High repeat rates can tempt bigger ongoing payouts, but many brands keep the main incentive on the first purchase for CAC control. - Electronics & gadgets. 5–10% due to lower margins. Offer tier boosters on accessories or bundles to keep promoters engaged.
- Home & lifestyle. 8–12% on first orders. Add a seasonal booster during peak months.
- Sport & outdoor. 8–12% baseline, rising to 15% for creators who drive high AOV bundles.
- Jewelry and accessories. 10–15% for new-customer orders. Consider flat bonuses on high-ticket items to prevent overpaying when discounting.
- Pet products. 10–15% or $10–$15 flat for entry SKUs, plus a small retention bonus if your margin allows it.
Why new-customer bias? Most brands adopt higher rates for first orders to allocate spend to true acquisition. This pattern is standard in DTC affiliate platforms in 2025.
SaaS affiliate commission context
SaaS teams typically use one of these patterns:
- A higher one-time bounty for first paid month
- A recurring cut for a fixed period, often the first year
- A hybrid bounty plus smaller monthly share
Pick the one that fits payback periods and churn risk. Use EPC and refund rates to validate if a recurring share is actually helping overall ROI.
Templates you can copy
1) Percent-of-sale template
- Base rate: 12% of net sale
- Eligibility: New-customer orders only
- Tier 1: 15% after $5,000 in monthly affiliate revenue
- Tier 2: 18% after $15,000 in monthly affiliate revenue
- Exclusions: Low-margin SKUs listed in your policy
- Attribution window: 30 days
- Notes: Discounts stack up to 20% max
This mirrors the common DTC range and tier method used by high-growth stores.
2) Flat-fee template
- Base bounty: $12 for each new-customer order
- Booster: +$3 bonus when AOV exceeds $100
- Cap: No cap, but orders must pass fraud checks
- Attribution window: 30 days
Flat fees are widely used for entry-price items and map to 2025 norms.
3) Hybrid template
- Base bounty: $8 for each new-customer order
- Plus: 5% of net sale on orders over $150
- Tier: After 50 qualified orders a month, add a $200 cash bonus
- Attribution window: 30 days
The hybrid format gives small creators fast wins while rewarding larger carts.
4) SaaS template
- Option A, one-time: $75 after the first paid month
- Option B, recurring: 20% for the first 12 months, then $0
- Option C, hybrid: $25 upfront + 10% for 6 months
Pick the model that aligns payback with LTV. Track EPC and refund churn to confirm it is healthy for your unit economics.
Launch / Optimise Checklist
- Install and verify tracking. If you are on Shopify, follow this quick setup to go live in under an hour.
- Pick your starting rate. Use 10–15% or $10–$15 for new-customer orders as a baseline, then add tiers.
- Segment partners. Creators vs coupon vs SEO blogs need different goals and, often, different rates.
- Promote your program in the right places. Add a post-purchase activation, account-page widget, and simple social placements to raise share and clicks.
- Add a branded portal and assets. Creators need a clean dashboard, codes, links, and a media kit from day one. ReferralCandy gives affiliates a personalized portal and lets you run referrals and affiliates in one place.
- Review weekly. Check EPC, AOV, refunds, and new-customer rate. Raise or lower tiers based on profit, not just volume.
Run a monthly test. Try a 30-day A/B of base rate or a limited booster on select SKUs, then keep only what lifts margin-positive revenue.
FAQ
What is a good affiliate commission rate in 2025 for ecommerce?
A practical starting point is 10–15% of the sale or a flat $10–$15 for new-customer orders. That rate is widely used by high-growth DTC brands and is reflected in 2025 platform snapshots. From there, add tiers for partners who drive real revenue and protect margin by excluding low-margin SKUs.
Should I pay more for first-time customers than returning customers?
Yes, many merchants bias their payout toward acquisition. Higher rates for first orders attract creators who can truly add reach, and lower or zero rates on returning customers keep acquisition costs predictable. This rule is easy to configure during setup and plays nicely with tier bonuses tied to monthly revenue.
How long should my attribution window be?
A 30-day window is a safe default for most stores. It gives affiliates a fair chance to earn credit while keeping your CAC under control. If your buying cycle is fast, you can test a 7–14 day window. Track the impact on EPC and conversion and adjust only when revenue and profit both trend up.
How do I prevent coupon abuse or self-referrals without scaring off good partners?
Use built-in fraud checks, IP overlap alerts, and leaked-code detection. Many brands also restrict high rates to new-customer orders and set per-customer redemption limits. This keeps the program healthy while letting genuine creators earn fairly. ReferralCandy includes these controls and catches risky patterns early.
Takeaways
- 10–15% or $10–$15 flat on first-time customer orders is a solid DTC starting point in 2025.
- Segment rates by partner type and tie tiers to profit, not just volume. Track EPC, AOV, refunds, and new-customer rate.
- Pair a fair rate with clear onboarding, visible promotion, and an easy dashboard. You can run referrals and affiliates together in ReferralCandy and grow on a pay-for-performance model.
