The average order value for affiliate sales rose 16% in April, according to Partnerize, a company that supports partner automation for brands.
The latest U.S. Retail Affiliate Marketing Sales Index measured the gross merchandise sales directly attributable to affiliate marketing promotions between January 1 and December 31, and compared the data against the affiliate gross merchandise sales for the same period in 2021. The data reflects the period between January 1 and April 20, 2022.
Partnerize, which works with Pizza Hut Delivery, Burrow, Stubhub, British Airways, and others, analyzed performance in 10 retail categories for about 700 retail brands. Commission trends, publisher activity and customer behavior were also examined.
Affiliate sales in January experienced a 1% decline and in April 2022 experienced a 4% decline compared with the prior year. Affiliate sales rose 3% in February and 3% in March, compared with the prior year.
The drivers for monthly revenue growth varied. In April, while the AOV rose 16% year-over-year (YoY), clicks fell 8% and conversion rates fell 2%.
In April, variable commission rate fell 8% YoY, while total commissions fell 4% YoY.
The good news is that the percentage of revenue from new customers was 45%, up 9% YoY. Mobile revenue rose 19% in April, and represented 36% of all conversions.
Content publishers have a new customer rate of 55% in April, followed by “other” at 48%, coupon at 40%, and loyalty at 28%.
Publisher partner applications fell in April 19% YoY, after surging during the 12-month period in 2020. In Q4 2021, partner sign-ups remained steady, although YoY growth seemingly slowed due to the significant growth experienced in the prior year.
Travel experienced a click growth rate of 9% and gross revenue YoY growth rate of 71% -- one of the highest segments. Clothing and apparel rose 15% and 30%, respectively. Other verticals tracked mostly fell.
Accessories and jewelry experienced a click growth rate of 7%, but grow revenue fell by 5%. Art, photo and music also fell, 89% and 95%, respectively. Sports and fitness saw clicks decline 8% YoY and gross revenue by 11%. Computer and electronics saw clicks decline 17% YoY and gross revenue by 39%.
All data represents YoY growth or declines for the end of April 2022.