"Merchant" – Affiliate Marketing Glossary
A company or individual who sells products or services and runs an affiliate program.
The merchant, also known as the advertiser or retailer, is the business that offers products or services for sale and creates affiliate programs to enlist affiliates to promote their offerings. Merchants range from small businesses to large enterprises across various industries including SaaS, e-commerce, financial services, and digital products.
Merchants benefit from increased exposure and sales through their affiliate partnerships while gaining access to new customer segments and marketing channels. They provide marketing materials, track performance, manage affiliate relationships, handle commission payments, and ensure program compliance.
Successful merchants invest in affiliate support, training, relationship building, and program optimization. In the SaaS industry, merchants often focus on building long-term partnerships with affiliates who understand their target market and can effectively communicate the value proposition to qualified prospects.
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