Summary
If you run a Shopify store and want to start affiliate marketing, one basic question comes first: your own programme with an app, or a place in a network? Both routes work, but they solve different problems. This article compares them on reach, effort, cost, data ownership and tracking, and shows when each one fits. Every external figure carries a source and a date. Our own calculations are marked as examples.
What is the difference between an affiliate app and an affiliate network?
With an affiliate app you run your own programme: you set commissions, recruit partners yourself and pay them yourself. A network brings many brands and publishers onto one platform. Publishers apply to several brands there, and the network handles reporting and, depending on the model, payment and matching. The difference lies mainly in reach and effort.
Shopify describes it in similar terms: networks let publishers browse and apply to multiple brands from a single dashboard, while a standalone programme is managed by a single brand without a network coordinating applications [1]. According to Shopify, publishers covering many brands in a niche typically favour networks, while those focused on one brand may prefer a standalone programme [1].
How common are the two routes among Shopify stores?
An analysis of 193,717 Shopify stores as of March 2026 found no detectable affiliate or referral programme at 97.1 per cent of them [2]. A network pixel was installed on 5,464 stores, a dedicated app on 220, and both on 63 [2]. The author cautions that manual or custom set-ups can go undetected [2].
The figures come from a detection study, not a market statistic. They do suggest that most stores have no programme yet, and that network connections are detected more often than standalone apps. They say nothing about which route performs better.
How do the two routes differ day to day?
Day to day they differ in five areas: who finds publishers, who handles payment, who holds the data, what it costs and how flexible the terms are. The table summarises the typical differences. Individual providers deviate from this, so always check the actual terms.
| Criterion | Affiliate app from the Shopify App Store | Affiliate network |
|---|---|---|
| Finding publishers | You recruit partners yourself | Access to an existing publisher pool |
| Payment | Usually you, through the app | Through the network |
| Data and relationship | With you | Depends on the provider, often with the network |
| Cost | Usually a subscription for the app | Fees, often a platform fee or mark-up |
| Effort | Higher, you manage the programme | Lower for matching, management remains |
| Suits | Your own partners and customer referrals | New publishers and reach |
Look closely at payouts and currency. Shopify points out that some networks require minimum commission thresholds before releasing payments, and that exchange rate or currency conversion fees may apply [1]. Ask about this before you commit.
When is an affiliate app enough?
An affiliate app is enough when you already have partners who promote you: existing customers, bloggers, creators or partner brands you know personally. Then you mainly need links, voucher codes and clean reporting, not access to publishers you have never met. What you lack is a pool for new reach.
Another reason for the app is control. You decide on every change to the terms and keep every contact. In return you carry the work of recruiting, answering questions, paying and checking. Allow for that time, because for small teams it is often the real bottleneck.
When does a network fit better?
A network fits when you want to reach new publishers who do not know you yet. Shopify lists reasons such as needing more outbound sales support, using the marketing budget efficiently and reaching a new audience [1]. You usually pay fees for it, but you gain access and structure.
Watch data ownership too. On many networks publishers sign up with the network, not with you. Before you sign, clarify what happens to the relationships when you cancel, and ask for every cost item in writing.
How does tracking work on Shopify?
On Shopify, tracking runs either through a tracking pixel or through a Shopify app. At selecdoo, orders are attributed to a publisher by last click or voucher code. The app is usually the shortest route because it can be set up without touching the shop's code. After set-up, run test orders to check that clicks and codes reach the report.
This applies whether you use an app or a network. Tracking is the basis of payment, and errors cost money or the trust of publishers. A separate article explains how this works without third-party cookies.
What does the route with selecdoo look like?
selecdoo is a network with curated publishers that you install as a Shopify app: selecdoo in the Shopify App Store. You do not need Shopify Plus. You set the commission yourself, calculated on the net basket. Shops do not receive publishers' contact details. selecdoo is now opening to UK brands.
On Starter you pay 0 euros platform fee per month. A 500 euro deposit is offset against your commissions, plus a network fee of 30 per cent on the commissions actually paid. Growth costs 859 euros a month and Scale 1,379 euros a month, each plus the network fee, all billed in EUR. You can cancel with four weeks' notice to the end of a quarter. The average ROAS is above 5x (as of November 2026).
How do you compare the two routes in numbers?
Use the same basis for both: same sales, same commission, all fees. An example, not a forecast: if publishers bring 20,000 euros of net basket sales at 10 per cent commission, the commission is 2,000 euros. A 30 per cent network fee adds 600 euros, so the total is 2,600 euros or 13 per cent of sales.
| Item (example, 20,000 euros of sales) | Amount |
|---|---|
| Commission (10 per cent) | 2,000 euros |
| Network fee (30 per cent of commission) | 600 euros |
| Platform fee on Starter | 0 euros |
| Total | 2,600 euros |
With an app, the app subscription and your own working time take the place of the network fee. Use the providers' real prices, which can change. Deciding on price alone falls short if you then lack publishers.
What mistakes are common when choosing?
Often only the price is compared and the working time is forgotten. Just as often, cancellations, payouts and notice periods are not clarified up front. Anyone starting their own programme underestimates the effort of finding publishers. Anyone choosing a network sometimes overlooks minimum terms and fees in foreign currency.
Another mistake is starting without a goal. Decide beforehand what the programme should achieve: new customers, more reach or care of existing partners. The clearer the goal, the easier the choice between app and network, and the easier it is to check after three months whether it was the right one.
Conclusion
An affiliate app gives you control, a network gives you access to new publishers. The right choice depends on whether you lack partners or reach. How selecdoo works on Shopify is explained on the page about the Shopify affiliate programme. You can Start with no monthly fee or talk through what suits your store in a Discovery Call. This article is not legal or tax advice.
Sources
- Shopify (updated 17 June 2026): Affiliate Networks: 11 Best Options for 2026
- StoreInspect (published 2 March 2026, with later additions up to 26 October 2026): Best Shopify Affiliate & Referral Apps in 2026
Note: Both sources were accessed on 4 November 2026. Third-party prices and offers can change. The values in the worked example are assumed.