Observed Signal · Jun 17, 2026 · Market Research / Report · Source: AffiliateBLOG.de · Impact: 3/5 · Sentiment: Positive
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.
First consolidated, transaction-based market dataset quantifies the size, growth and economic impact of affiliate/partner marketing in Germany; useful for industry planning, attribution debates and regulatory engagement but not a global platform policy change.
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Key Takeaways & Evidence Grounding
- APMC (Affiliate and Partner Marketing Circle) in the BVDW released a consolidated market data study for Germany covering 2025.
- 2025 metrics: €932 million investment volume, €18.7 billion generated revenue, and 228 million transactions.
- Year-over-year growth in 2025: investments +8.3%, generated revenue +12.0%; German ad market and online retail grew ~3.2% each.
- Attribution figures: last-click visibility at 12.41% of transactions; touchpoint analysis shows involvement in 24.92% of transactions.
- APMC collected data from 13 active German affiliate networks/platforms; Amazon Associates was included via conservative modelling but did not directly participate.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
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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