Affiliate Marketing

The Affiliate Channel by the Numbers

Summary (TL;DR):

Affiliate marketing continues to be a critical component of brands’ marketing strategies, with projected global growth at a CAGR of 18.86% through 2032, reaching nearly $40 billion. In the U.S., affiliate marketing spending is expected to hit $10 billion in 2024, driven by sectors like retail, telecom, and media. Affiliates account for 15–30% of digital sales, offering an ROI of $15 for every $1 spent. Marketers cite affiliate programs as central to boosting brand awareness and loyalty, with 52% reporting affiliate-acquired customers as more engaged. Mobile now accounts for over 70% of affiliate traffic, further emphasizing its relevance.

Key Takeaways:

  • Affiliate marketing is growing at a CAGR of 18.86% and is expected to reach $40 billion globally by 2032.  
  • U.S. affiliate spending will hit $10 billion in 2024, contributing 15–30% of digital sales for advertisers.  
  • Affiliate marketing delivers an average ROI of $15 for every dollar spent.  
  • 81% of marketers see affiliate programs as key to brand awareness and sales.  
  • Affiliates drive 16% of online purchases in North America and foster loyalty, with customers 31% more likely to make repeat purchases.  
  • Mobile devices now account for over 70% of affiliate traffic.  
  • Senior marketers are expanding programs to leverage transparency, adaptability, and new technologies. 

There’s plenty of anecdotal evidence that affiliate marketing plays a key role in brands' overall marketing efforts. However, there is also solid research, studies, and surveys that empirically underscore the ongoing value of the affiliate channel along with solid growth predictions well-into the future.

We're performance marketing geeks, so we love, love, love when research proves out the value of our beloved channel. Plus, we get say, “I told you so” and “that's what we've been saying for two decades”!

Market Growth and Spending   

  • Affiliate marketing global growth is projected at a compound annual growth rate (CAGR) of 18.86% through 2032. Shopify, Backlinko
  • In the U.S. alone, affiliate marketing spending is predicted to hit around $10 billion in 2024. Shopify, Influencer Marketing Hub
  • The affiliate marketing channel is expected to reach nearly $40 billion in value by 2032. Shopify, Backlinko
  • Affiliate marketing accounts for roughly 60% of the global spend on online marketing efforts, driven by retailers and sectors such as telecom, travel, and media. Shopify, Influencer Marketing Hub

Sales and ROI Impact  

  • Affiliates generate between 15% and 30% of all digital sales for advertisers. Demand Sage, Influencer Marketing Hub
  • Brands can expect an average ROI of $15 for every dollar spent on affiliate marketing – a 1500% return. KHRISDIGITAL
  • 73% of retailers note that affiliate campaigns help meet revenue targets, further underscoring its ROI potential. LinkedIn, Demand Sage

Affiliate Channel Effectiveness

  • 81% of marketers and 84% of publishers report affiliate marketing as central to boosting brand awareness and sales. Forrester, Influencer Marketing Hub
  • 78% of brands favor cost-per-acquisition (CPA) models. Flying Saucer Studio
  • Over half of U.S. marketers allocate between 21% and 60% of their marketing budgets to affiliate programs. Shopify

Customer Engagement and Loyalty

  • 52% of marketers report affiliate-driven customers as loyal and engaged. Emarsys, Access Development
  • Affiliate is responsible for 16% of online purchases in North America. Demand Sage
  • Affiliate-acquired consumers often have a 21% higher average order value and are 31% more likely to make repeat purchases than those acquired through other channels. Awin/Forrester

Top Performing Channels and Mobile Usage

  • Blogs, video, and interactive formats remain the top-performing channels, with 40% of affiliate content driven by articles, reviews, and comparisons. Semrush, Content Marketing Institute
  • Mobile usage now represents over 70% of affiliate traffic. WeCanTrack, TrustPulse

Emerging Trends and Technological Integration

  • 78% of senior marketers are expanding their affiliate programs, valuing affiliate marketing for its adaptability, transparency, and potential for integrating emerging technologies. Awin/Forrester
  • 92% of marketers consider affiliates as highly effective for customer acquisition, just behind content marketing and PPC. Forrester