How does cashback work exactly?
The consumer shops at your webshop via a cashback site or app. The platform receives the affiliate commission and pays out part of it, for example half, to the customer.
For the consumer it feels like a deferred discount; for the advertiser it is simply an affiliate transaction with commission.
Why consumers use it
Cashback platforms have large, loyal communities of price-conscious buyers. For many consumers it is a fixed habit to check the platform before every purchase.
That gives advertisers access to an audience that is actively comparing and ready to buy.
What does it mean for your brand?
Cashback delivers volume and works strongly on the final step of the customer journey. It can lift conversion among customers who would otherwise buy from a competitor.
At the same time there is cannibalisation risk: customers who would have bought anyway still collect commission via cashback. Measure what is truly extra.
How do you stay in control?
Offer cashback partners their own commission tier, usually lower than content partners, and make clear agreements about which promotions they may push.
Combine cashback with content and comparison partners so your programme does not rely entirely on price.
Frequently asked questions
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