2Performant.com - self-service affiliate platform for e-commerce, more than 1,700,000 transactions generated in CEE. Facts and figures about 8 CEE markets on ecommerce and affiliate marketing (focused on Poland and Romania) + Romanian affiliates profile.
2. 2Parale – Biggest affiliate Romanian network
• Founded in 2009
• +350 advertisers
• +33.000 affiliates
• More than 1 million conversions
– >660k sales (+€20 million sales for advertisers)
– >540k leads
• More than €1.5M paid commissions
• Realtime.2parale.ro – all conversions in real time
• iOS app
3. 2Leva
• Founded in 2011
• +35 advertisers
• +4,000 affiliates
• More than 100k conversions
– >80k sales (+€2 million sales for advertisers)
– >34k leads
• Realtime.2leva.bg/realtime
6. 8 markets at a glance
• 96 million people
• 51 million internet users
• 53% average internet penetration
• €1bn online advertising market
• €4.5bn offline advertising
• €12bn ecommerce
• €30 million affiliate marketing budgets
9. Big guys are already here
• International/regional big players from
ecommerce/advertising/affiliate
• Zanox, Tradedoubler, Vodafone, PayPal, PayU,
Opencart, Magento, PrestaShop, Google,
Sociomantic, AdPilot, Allegro/Naspers,
BonPrix, Facebook etc.
10. Market specifics
• Young and undeveloped: Romania (2 significant
networks), Bulgaria (1.5 ), Croatia&Slovenia
(none), Hungary (1?) but with a fast growing pace
• Fast rise and fall of daily deals industry (led by
international players like Groupon or regional big
players like Kolektiva) – 2011-2013
• They drove a higher acceptance of online
payments (5-30%) – for the benefit of all
ecommerce, and a fast development of affiliate
industry.
11. Romanian affiliate market
• Ecommerce + CPS based
• 50-100% annual growth 2012-2016
• Networks:
– 2Parale
– Profitshare
– Forestview
– Piata digitala
• Clients: emag (Naspers), Elefant (big bookstore, now
moving to an everything store), regional and local
players in Fashion, Home&deco, Computers&Electronics
• ~10% of the e-shops are active in affiliate marketing.
12. Romanian affiliate market
• Telecom is coming – Vodafone program active in 2Parale
• Banks, insurance - testing
• Big publishers and media groups – moving to
ecommerce and affiliate projects
• Cash-back started in 2012/2013
• Small players on vouchers or emailing
• Strong on PPC and comparision engines/agregators
• Conversion rate 1-3% (network average)
• Average basket value: €37 - 7% average commission
• 4.5k e-shops, €1bn ecommerce
13. Poland affiliate market
• One of the oldest in region – definitely the biggest
• Big “offline” clients - banks, automotive, telecom, FMCG (e.g. Adidas,
T-mobile, Kinder, Peugeot, Pepsi)
• CPC/CPL based – strong on finance/insurance
• Big publishers and media groups as affiliates
• Networks:
– Tradedoubler
– Novem
– Afilo
– Netsales
– Zanox
– Netaffiliation
– Tradetracker
• 12k e-shops, €62 average basket value, 24% of eshops using aff mkg
• €5.9bn ecommerce, €500M online advertising, €20M affiliate budgets
14. Sources
• Mediafact Book Romania - by initiative
• Do you CEE? - by Gemius/IAB
• ADEX Benchmark - by IHS/IAB
• ROads - by pwc/IAB
• Ro e-commerce landscape - by GPeC.ro
• Is Polish e-commerce booming? - by OEX Divante
• Ecommerce Poland 2013 – by dotcom river
• 2Parale data
• NB all data are for 2012/2013
22. How much do you reinvest from your
affiliate income?
43%
29%
11%
17%
I don't reinvest 1%-20% 21%-40% more than 40%
28% of affiliates invest more than 20%
23. Best practice
• Affiliates who invest constantly may be your
best long term partners.
Help them to get better ROI - pay them
faster, offer them incentives for bigger
performance, share more information.
24. In how many programs are you active?
<10
80%
80%
13%
4%
3%
less than 10
11-50
51-100
more than 100
25. Best practice
• Most likely – you have 1/10th of your affiliates
attention.
Be ACTIVE and RELEVANT!
26. What are the most important criteria
to try a new affiliate program?
79%
48%
39%
31%
22% 22%
% of commission advertisers
reputation
tools provided
(banners, feeds
etc.)
advertisers
category
% of rejected
commissions
terms and
conditions of
program
27. Best practice
• There are few things to draw affiliates attention
when starting a new program.
Start with a BIGGER COMMISSION than
category average (at least for a while)
28. Top reasons to stop promoting an
affiliate program
54% 52%
36% 35%
30% 27%
low eCPC % of rejected
commissions
too high
late payments available tools low conversion
rate
weak
communication
with aff man
29. Best practice
• You don’t have many aspects under your
control in keeping your affiliates active
• Pay the commissions as fast as you can
• Listen. Answer. Help. Share. Be honest.
30. Insight
• I love the statistics from 2Parale and the fact that I
receive an email immediately after I generated a
commission, with details about the advertiser and
the sale. Also, they have a tool to generate an
affiliate link directly in the browser when you visit
an advertiser website.