Observed Signal · Jul 7, 2026 · Report Release · Source: Hello Partner · Impact: 3/5 · Sentiment: Positive
APMC and APMA Reveal European Affiliate Market Scale
The Affiliate and Partner Marketing Circle (APMC), founded within Germany’s BVDW in 2026, partnered with the UK’s Affiliate & Partner Marketing Association (APMA) to align methodologies and produce comparable national benchmarks for affiliate marketing. Their 2025 market figures show Germany recorded €932 million in industry investment (+8.3% YoY) driving €18.7 billion in revenue (+12% YoY), while the UK saw £1.8 billion in investment (+7.3% YoY) driving £20.7 billion in revenue. The reports also cite tracked transactions (Germany: 228 million; UK: 357 million), strong retail & travel ROI (Germany 16:1; UK 15:1), and evidence that affiliates appear in 24.9% of online transactions despite only registering in 12.4% of last-click configurations. The findings advocate broader partner mixes and commissioning beyond strict last-click CPA models to capture full-funnel value.
Provides the first aligned Germany–UK benchmark for affiliate marketing, quantifies scale and full-funnel contribution, and signals shifts in commissioning models—important for marketers and platforms but not a platform-level policy or technical change.
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Key Takeaways & Evidence Grounding
- The Affiliate and Partner Marketing Circle (APMC) was founded in 2026 within the German Association for the Digital Economy (BVDW) e.V.
- APMC collaborated with the UK Affiliate & Partner Marketing Association (APMA) to align methodology and benchmarks.
- Germany (2025): industry investment €932 million (+8.3% YoY) and driven revenue €18.7 billion (+12% YoY); tracked transactions 228 million; retail & travel ROI 16:1.
- United Kingdom (2025): industry investment £1.8 billion (+7.3% YoY) and driven revenue £20.7 billion; tracked transactions 357 million; retail & travel ROI 15:1.
- APMC’s touchpoint analysis found affiliates appear in 24.9% of online transactions while showing in only 12.4% of standard last-click configurations.
Connected Companies & Entities
1 Entity mapped“To bridge this gap and to contribute to more transparency within the German Affiliate Industry, the Affiliate and Partner Marketing Circle (...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Germany Affiliate Marketing 2025: Market Metrics Released
The Affiliate and Partner Marketing Circle (APMC) within the German BVDW published the first consolidated market-data study for affiliate and partner marketing in Germany, based on directly tracked transactions from networks and platforms. Key 2025 figures: €932 million investment volume, €18.7 billion in generated revenue and 228 million transactions. The study reports investment growth of 8.3% and revenue growth of 12.0% versus 2024, higher than overall German advertising and online-retail growth. Attribution analysis shows affiliate is credited by last-click in 12.41% of transactions, while a touchpoint analysis across multiple providers finds involvement in 24.92% of transactions. Reported affiliate ROAS is strong (16:1 in Retail & Travel; 13:1 market-wide). Thirteen German-active networks and platforms contributed data; Amazon Associates was modelled separately. The APMC frames the dataset as a foundation for industry transparency and regulatory engagement.
Study: Affiliate Marketing Gains Importance in Germany
The Affiliate and Partner Marketing Circle (APMC) within the German Bundesverband Digitale Wirtschaft (BVDW) published its first consolidated market data for affiliate and partner marketing in Germany. Based on submissions from 13 affiliate networks and platforms for 2024–2025, the study reports a 2025 investment volume of €932 million (up 8.3% year-over-year) and channel-generated revenues of €18.7 billion (up 12%). The APMC found 228 million online transactions mediated by affiliate partnerships in 2025 and that almost one quarter of assessed online transactions included at least one affiliate touchpoint, while classic last-click models register only 12.4%. Approximately 80% of investments were paid strictly on measurable business success (performance/CPA). The report is the first public output from the newly formed APMC working group inside the BVDW.
German Affiliate Market Study and Product Updates
This July 2026 roundup reports major developments in affiliate marketing: the newly formed Affiliate and Partner Marketing Circle (APMC) at BVDW published the first consolidated German market figures based on data from 13 leading networks; Awin announced a Summer Release including a ScalePost partnership and new discovery intelligence features to measure Zero-Click/AI visibility; Tradedoubler AB rebranded its group name to NYORDA AB and began trading under the ticker NYOR on Nasdaq Stockholm while retaining the Tradedoubler brand operationally; and cashback platform iGraal launched iGraal Play to reward users in Germany, France and Spain for mobile gaming engagement. The article also links to related industry resources and upcoming affiliate events.
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