Affiliate vs referral vs reseller programs: the difference
Updated · ThreeCommas
Short answer
An affiliate program pays people to recommend you to an audience. A referral program pays existing customers or contacts to introduce someone they know. A reseller program pays agencies or consultants who sell, and often set up, your product for their own clients. All three can run on recurring commission.
Side by side
| Affiliate | Referral | Reseller | |
|---|---|---|---|
| Who | Creators, newsletters, publishers | Customers, friends, contacts | Agencies, consultants, integrators |
| How they help | Promote to an audience | Introduce someone they know | Sell and set up for their clients |
| Typical share | 20 to 30% | 10 to 20% or a credit | 20 to 30% |
| Typical length | 12 months | One-off or 12 months | Life of the account |
| How credit works | Promo code or link | Code or registered introduction | Code or registered client account |
Which one do you need?
If your customers follow creators or newsletters, start with affiliates. If they buy through agencies or consultants, start with resellers. If your best customers talk to each other, add referrals. Many businesses run two or three side by side, which ThreeCommas supports in one place.
Questions
Can one partner be an affiliate and a reseller?
Yes. On ThreeCommas each opportunity has its own terms, so one partner can join several of your programs.