How to Build an Affiliate Program
Let other people sell for you - pay only when they bring a customer.
By Daniel Smidstrup · Updated July 2026
What to expect: Slow to start, then it compounds. Works once your offer converts at a known rate, so partners can trust the math and you can price the commission. The hard part is people, not tech: partners who truly fit and keep showcasing you are rare, which is why this channel usually lands later, not first.
How to use this Affiliates guide
Let other people sell for you - pay only when they bring a customer. This Affiliates guide is designed for products with a proven paid offer. It covers 6 practical steps, what results to expect, and the mistakes that most often waste time.
Use this as a practical action plan, not a rigid checklist. Start with the setup, keep the recurring actions that fit your schedule, and use the community notes below to compare the playbook with what other founders actually experienced.
Action plan
- 1How to do it
- Model the commission after refunds and support costs, so a successful partner stays profitable for you.
- Pick the structure your margin supports and keep it simple enough to explain in one line.
- 2
- 3
- 4
- 5
- 6
Tips and traps
Do this
- Recruit partners who already reach your buyers, not just anyone with a following.
- Only scale affiliates once you know your conversion rate, or you cannot price the commission.
Avoid this
- Paying for clicks instead of customers. Pay on real conversions only.
- Letting partners make claims you cannot back. Give them approved copy.
Related guides
Keep building your launch plan.