March 8, 2007, 12:00 AM

Retailers paying smaller commissions to affiliates, study says

32% of online retailers report paying an affiliate commission of more than $5,000 in a single month, down from 46% who reported paying that much to an affiliate in any one month last year, the 2007 AffStat Report says.

Paul Demery

Managing Editor, B2B E-commerce

32% of online retailers report paying an affiliate commission of more than $5,000 in a single month, down from 46% who reported paying that much to an affiliate in any one month last year, according to figures in the 2007 AffStat Report from Shawn Collins Consulting.

Following are the largest commissions paid to an individual affiliate in a single month as reported by online retailers in 2007/2006: More than $1,000 – 29%/22% $1,000-$5,000 – 32%/22% $5,001-$10,000 – 10%/16% $1,001-$20,000 – 9%-14% More than $20,000 – 13%/16%

The AffStat 2007 report also notes a drop in the number affiliates reported by online retailers along with a decline in the number of click-throughs from affiliates.

Following are the number of affiliates as reported by online retailers in 2007/2006:
More than 500 – 37%/24%
501-2,000 – 25%/22%
2,001-5,000 – 18%/23%
5,001-10,000 – 10%/15%
More than 10,000 – 9%/14%
Don’t know – 1%/2%

The number of click-throughs from affiliates as reported by online retailers 2007/2006:
More than 5,000 – 25%/15%
5,000-20,000 – 25%/17%
20,001-50,000 – 13%/12%
50,001-100,000 – 8%/14%
100,001-500,000 – 13%/20%
More than 50,000 – 8%/12%

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