When an affiliate program isn’t growing, the first instinct is to look at the commission.

Sometimes the commission is the reason, sure. But most of the time, the problem lies elsewhere: the lack of conditions that make the program attractive to partners.

Affiliate marketing cannot compensate for an unbalanced marketing mix. Before promotion, the fundamentals matter enormously:

• the product (what you’re selling and how well it addresses a real need)
• the price (competitiveness and perceived value)
• the user experience (website, delivery, returns, trust)
• the positioning (who the store is for and why someone would choose to buy from you)

Only after that does promotion come into play — including affiliate marketing. An affiliate program doesn’t grow — or doesn’t grow at the desired pace — when:

• there is no consistent communication with affiliates;
• promotions are sent too late or are difficult to use;
• the product feed is incomplete or outdated;
• the website’s conversion rate is weak and affiliates cannot scale;
• the commission does not reflect the competition in the market;
• the store treats affiliate marketing as “set & forget.”

Top-performing affiliates are looking for high commissions of course. But also for predictability, clarity, and a partner they can build with.