The 6-Figure Test

Ecommerce brands struggle building their affiliate programmes for one main reason. They set up some generic platform, offer a measly 5% commission and wonder why they're not getting quality partners. Meanwhile, content creators are building million-pound businesses around products they believe in, but most affiliate programmes aren't designed for these entrepreneurial creators.

Here's the reality check every ecommerce founder needs: If I was a content creator, could I look at your affiliate offering and build a business plan to drive 6-figure sales?

Most of you would have to answer no. And that's exactly why your affiliate programme isn't working.

Traditional affiliate programmes are built for volume, not value. They're designed for coupon sites and cashback platforms, not for today’s entrepreneurial content creators who could genuinely transform your business.

Take Easton Tupper as one example. He’s tracking at $150k a month in sales through his partnership with Dude Wipes. That’s $150k a month….

These creators aren't interested in earning £50 a month from your 5% commission. They're business owners looking for genuine partnership opportunities. They want to build something substantial and your current offering probably doesn't give them that opportunity.

When I say "entrepreneurial content creators," I'm talking about people who:

These creators look at affiliate opportunities differently. They're not just thinking "can I make a few quid?" – they're thinking "can I build a business around this?"

Before you launch or revamp your affiliate programme, run it through this framework:

Commission Structure: Could a creator realistically sell £100k+ annually from your programme? If your average order value is £50 and you're offering 5%, a creator would need to drive 2000 orders to hit six figures. That's not happening. They’re not doing that for £5k commission. They understand unit economics better than most brand owners. They know how much you’re investing in ads. They know what your ideal CAC looks like.

Product Appeal: Are your products something people genuinely get excited about? Can a creator build content around them that feels authentic? Do they have a story to tell? Are you providing the insights they need in order to confidently sell your products? If you're selling generic widgets, you're going to struggle.

Market Opportunity: Is there enough demand and search volume for a creator to build a content strategy around your products? If people aren't actively looking for what you sell, you're making their job impossible.

Long-term Potential: Can a creator build a sustainable content business around your brand, or is it just a quick cash grab? The best creators want partners, not just programmes.

Start with Economics That Make Sense If you want serious creators, you need serious economics. I'm not saying throw money at everyone, but your commission structure needs to make it worth their while to invest properly in promoting your products.

Consider tiered structures that reward performance. Start at a base rate that's already attractive, then scale up based on volume. Give your best performers reasons to stick around and grow with you.

Create Exclusive Opportunities The best creators don't want to promote the same products as everyone else. Give them exclusive access to new products, special editions or early launches. Make them feel like genuine partners in your business growth.

Provide Real Support Don't just hand over some links and hope for the best. Give creators the tools they need to succeed: high-quality product images, video content, detailed product information and access to your team when they need it.

Focus on Relationship Building The most successful affiliate programmes I've worked on are built on relationships, not just transactions. Treat your top creators as business partners. Include them in product development discussions. Ask for their input on marketing strategies.

Niche Authorities: People who've built genuine expertise and audience in your specific market. They might have smaller followings, but their audience trusts them completely.

Content Entrepreneurs: Creators who think strategically about their content and monetisation. They're building businesses, not just posting for likes.

Multi-Channel Creators: People who can promote across multiple platforms and formats. They're not just TikTok dancers, they're building comprehensive content strategies.

When a creator looks at your affiliate programme, they should be able to immediately see:

If they have to dig through terms and conditions to understand your offering, you've already lost them.

Most ecommerce brands treat affiliate programmes as an afterthought. They set up something basic and hope it works. But the brands that are genuinely winning with affiliates are the ones that think like creators themselves.

They understand that the best content creators are entrepreneurs. They're not looking for pocket money, they're looking for business opportunities.

So before you launch your next affiliate campaign, ask yourself: if I was a content creator, would I bet my business on promoting these products through this programme?

If the answer is no, you've got work to do. But if you can create something that passes the 6-figure test, you'll attract the kind of creators who can genuinely transform your business.

The future of ecommerce growth isn't about spending more on ads, it's about building genuine partnerships with people who can authentically promote your products to audiences that actually care.

Are you ready to build something worth their time?