Going Global with Your Affiliate Program
Once your affiliate program works in your home market, expanding internationally multiplies your growth potential. International affiliates give you access to local audiences through local voices — the most effective way to build trust in markets where your brand is unknown.
Choosing Markets to Expand Into
Prioritise markets based on:
Existing organic demand: Check your analytics for countries that already generate installs without local marketing. Organic interest signals product-market fit.
Market size and spending power: English-speaking markets (UK, Canada, Australia) are easiest to enter first. Then consider Germany, France, Japan, Brazil, and India based on your app category.
App store availability: Ensure your app is available and localised (or at least functional) in target markets.
Competition level: Markets where competitors have not established affiliate programs represent an opportunity to be first.
Payment infrastructure: Can you pay affiliates in target markets? Stripe Connect and PayPal cover most countries.
Recruiting Local Affiliates
International affiliate recruitment requires local knowledge:
Search in the local language: Search for blogs, YouTube channels, and social media creators in the target market's language. A Japanese fitness blogger will reach Japanese users more effectively than an English-language one.
Use local platforms: Different markets favour different platforms. LINE in Japan, WeChat in China, VK in Russia. Find where your target audience congregates.
Partner with local agencies: In markets where you lack connections, local affiliate or influencer agencies can recruit partners on your behalf.
Leverage existing affiliates' networks: Some of your current affiliates may have connections in other markets. Ask for introductions.
Commission Adjustments by Market
Not all markets support the same commission economics:
Lower-priced markets: If you use PPP-adjusted pricing (lower subscription prices in lower-income countries), commission rates may need to be higher percentages to maintain attractive absolute payouts.
Higher-priced markets: Markets like Switzerland, Norway, and Australia may support standard or lower percentage rates because the subscription price is higher.
Currency considerations: Pay affiliates in their local currency when possible. Absorb currency conversion fees rather than passing them to partners.
Localisation for Affiliate Materials
Provide localised resources for international affiliates:
- Translated product descriptions and key selling points
- Market-specific screenshots showing the app in the local language
- Local pricing information
- Culturally appropriate imagery and messaging
You do not need to localise everything at once. Start with key markets and expand materials based on affiliate feedback and performance.
Handling Multi-Currency Commissions
Insert Affiliate tracks conversions in the currency of the transaction. When calculating commissions:
- Commission is a percentage of the actual transaction amount (in whatever currency the user paid)
- Payouts can be processed in the affiliate's preferred currency through Stripe Connect
- Currency conversion happens at payout time, not at transaction time
Compliance Considerations
International programs require awareness of local regulations:
- Affiliate disclosure requirements vary by country
- Some markets have specific rules about promotional content
- Payment processing must comply with local financial regulations
Provide affiliates with country-specific disclosure guidelines and include compliance requirements in your program terms.
Measuring International Performance
Track performance by market:
- Revenue per market
- Active affiliates per market
- Conversion rates by market
- Commission costs by market
- User quality (retention and LTV) by market
Markets that show strong affiliate economics deserve more investment. Markets with poor unit economics may need pricing or commission adjustments before further scaling.