A sports supplement shop came to us with a problem that sounds like success. Google advertising was working, revenue was growing, but cost per order had climbed forty per cent in a year. Every new euro went into outbidding the same three competitors for the same keywords.
The answer was not a bigger budget. It was a different channel, one where you pay only after a sale. Within nine months the partner program reached roughly eighteen per cent of revenue, at a cost predictable to the cent.
What affiliate marketing actually is
Affiliate marketing is an arrangement where external people and sites send customers to you and receive a share of the sale. Nobody pays for impressions or clicks. Money moves only when an order is confirmed.
The mechanics have four parts. A partner with an audience, a special link carrying a code that identifies the partner, a system that tracks the path to the order, and a commission rule.
Why the Bulgarian market suddenly woke up
Searches for the affiliate marketing term in Bulgaria run at around 320 a month and hold steady. The reason is practical: advertising costs on Meta and Google keep rising, while niche sites, Telegram channels and YouTube profiles have built real audiences. For a small shop a partner is a channel with no upfront risk.
Who wins and who does not
Shops with decent margins, repeat purchases and a clear offer win. Anyone selling below fifteen per cent margin, or struggling with delivery, wastes time. A partner does not fix a poor product, they only show it to more people.
Commission models
Choosing the model is the first decision and it matters more than the percentage.
| Model | When it pays | Suits | Main risk |
|---|---|---|---|
| Percentage of order | on confirmed order | online stores | returns and refused parcels |
| Fixed sum per sale | on confirmed order | subscriptions, services | varying basket value |
| Pay per enquiry | on completed form | services, B2B | low enquiry quality |
| Pay per signup | on active account | platforms, apps | dormant accounts |
| Two-tier commission | sale and sub-partner | mature programs | complex accounting |
Most often we start with a percentage of the order, net of VAT and shipping. For services with a long cycle, paying for a qualified enquiry works better, but it requires a clear definition of what qualified means.
How sales get tracked
This is where most programs fail, and it is exactly where improvisation is not an option.
Cookie and attribution window
The partner link sets a cookie with an identifier. If the person buys within the agreed window, the sale is credited. Thirty days is a sensible start for shops with a fast cycle, sixty for expensive goods. A longer window sounds generous but breeds disputes.
Server-side tracking
Cookies get cleared, blocked and expired. So we also record the order on the server, with the partner identifier kept in the session and in the database. On a WooCommerce store this is done with a plugin or a small addition to the theme. Cookie plus server record together brings lost sales down to a few per cent.
The last-touch rule
If a customer arrives through a partner, then clicks an ad, then buys, who earns the commission. Decide in advance and write it into the rules. We usually favour the partner on first touch for new customers and the direct channel on repeat purchases. Whatever you choose, partners need to know it from day one.
Where good partners come from
The first mistake is waiting for partners to find you. The program does not fill itself.
Start with your own customers. People who already order regularly know the product and talk about it without effort. Send them an email invitation with clear terms and ready-made materials. This list produces the highest quality traffic.
The second group is niche sites and blogs in your topic. Look for pages with comparisons, rankings and reviews that already rank for your category terms. If a site appears on page one for "best protein", it does not need your advertising, it needs a percentage.
The third group is content creators on Instagram, TikTok and YouTube. Here commission is often combined with a fixed fee per piece. Be careful with profiles that have followers but no engagement.
The fourth group is coupon and cashback sites. They bring volume with low added value, because they often intercept a customer who had already decided to buy. Give them a lower percentage and exclude them from promo code campaigns.
Rules, contract and protective clauses
A two-page document saves months of argument. The essential clauses are these.
A ban on bidding on your brand name in Google Ads. Without it partners will buy your own name and sell you customers who were already yours.
A ban on email campaigns from third-party lists and on claims that are not true. Liability for misleading advertising lands on you, not on the partner.
An approval period for commissions tied to the returns window. Fourteen days of statutory returns plus a few days of buffer is normal practice.
A payout threshold and schedule. Monthly payment once at least fifty euro has accumulated is understandable to everyone and cuts admin work.
Grounds for termination in case of fraud, including self-ordering and fake traffic.
What it costs and what is realistic
Commission rates in Bulgaria vary widely. Online stores most often pay five to twelve per cent, software and subscriptions twenty to thirty per cent of the first payment, services a fixed sum per qualified enquiry. All amounts are agreed in euro.
Realistic expectations look like this. First three months: building, three to ten active partners, under five per cent of revenue. Months four to nine: the first two or three partners start carrying the volume, the channel reaches five to fifteen per cent. After a year: a stable channel with predictable cost and room to negotiate better terms.
If you expect an explosion in month one you will be disappointed. An affiliate program is a slow channel that then works for years.
Technical requirements on your side
The partner sends traffic, but conversion stays your job. Three things matter most.
Speed. Traffic from social platforms is mostly mobile and impatient. Check your pages and see our notes on site speed.
A clear product page with stock, price and delivery time above the fold. The partner has done their job, you should not lose the customer on that screen.
Correct measurement. Without GA4 and purchase events you cannot compare the partner channel with the rest and you will decide blind.
Frequently asked questions
How many partners do I need for the program to work
Fewer than you expect. In almost every program we have launched, between two and five partners carry over seventy per cent of revenue. The goal is not a list of a hundred names but a handful of strong partners with real audiences and good communication with you.
Can I run a partner program without dedicated software
You can, briefly. With up to ten partners, UTM parameters plus a spreadsheet and manual checks will do. After that, errors and disputes cost more than the time saved. For a WooCommerce shop an affiliate plugin costs less than one argument with a partner.
How do I spot fraudulent traffic
Look for patterns. Many orders from one IP address, an unusually high share of refused parcels, conversion above average without matching visit volume, orders at odd hours from new accounts. Set a rule for manual review above a certain amount and never approve commissions before the returns window closes.
Does affiliate marketing compete with my advertising
Not if you ban brand bidding and monitor overlap. In most cases partners reach audiences your ads never touch: readers of niche sites, channel subscribers, people who block ads.
Is it suitable for a service company rather than a shop
Yes, with a pay-per-enquiry model and a clear definition of which enquiry counts. It works well for accounting, repairs, training and anything where one customer carries enough value to justify a fixed commission.
Next step
A partner program is not magic, it is a system: clear rules, reliable tracking, selected partners and patience for a few months. Build it properly once and you get a channel with predictable cost and no auctions.
If you want us to assess whether your business fits and how the technical side should be set up, write to us through the contact page. We review and send an individual quote within 24 hours. See also what our services for online stores and advertising cover.
