Maximize your profits with Cashback: tips for conquering buyer communities

Maximize your profits with Cashback: tips for conquering buyer communities

Cashback has become an essential marketing lever for generating sales on your affiliate program. Essentially, it’s a loyalty program in which buyers receive a part of the money they spend in return. 

Cashback websites therefore act as business drivers for e-commerce websites. And not the least! In fact, by partnering with cashback websites, brands gain access to highly engaged communities of buyers

How does it work, and who are these publishers? Find out everything you need to know about cashback in this article.

What is Cashback?


Who are cashback publishers and how do they operate?

Cashback publishers, also known as cashback websites, play an essential role in the conversion process. They are responsible for promoting offers, redirecting users to e-commerce wesites, and managing cashback transactions. They generally earn a commission for every purchase made by a referred user thanks to their promotion (commission sharing).

Cashback categories

Cashback publishers have websites and mobile applications where they display their cashback offers. These are the platforms that consumers visit to find attractive offers. There are several categories: 

  • General cashback websites: these are websites such as igraal, poulpeo or widilo, which bring together offers from e-merchants in all sectors, i.e. fashion/beauty, high-tech, sports, home and so on.
  • Cashback loyalty clubs: these are selective clubs that bring together a company’s customers and enable them to benefit from specific promotional offers. Examples include the Société Générale loyalty club, The Corner Boursorama, and the fnac-darty loyalty program. Another example is Capital Koala, which enables parents who buy from a retailer to transfer their cashback to a savings account for their child/children.
  • App Cashback: like Weward, an application that rewards users according to the kilometers they walk during the day.
  • Technology based on Offline account link offer or card link offer: either the loyalty club is directly connected to the customer’s bank account (card link offer system, like cashback by Société Générale), or the web user authorizes the application to connect to his/her bank account (accointance link offer system, like JOKO). Loyalty clubs can therefore track purchases and offer classic cashback, as well as tracking members’ in-store purchases, with the aim of generating in-store traffic. This enables brands to boost traffic to their stores in low-traffic areas, or as part of a new store opening. Publishers such as CFC Services and JOKO offer this type of service.

Cashback websites’ means of communication

For advertisers, working with cashback publishers is a valuable opportunity to boost sales, as they use a variety of methods to promote affiliate programs: 

  • Onsite: integration on homepages, specific landing pages for special occasions (Black Friday, Back to school etc.), the biggest platforms offer their community of buyers specific special occasions with specific Cashback.
  • Newsletters: these publishers send regular e-mail newsletters to their members, highlighting the latest cashback offers. This enables them to draw attention to current promotions.
  • Social networks: Cashback publishers also use social networks to promote their offers. They share links to their offers on platforms such as Facebook, Instagram and Twitter.
  • Browser extensions: some cashback publishers also offer browser extensions that alert users when they visit a partner site, ensuring they don’t miss out on any cashback opportunities (such as the Wanteeed extension).

What are the advantages of relaying your affiliate programs via cashback websites?

  • Target a community of loyal buyers 

To join a cashback website, members have to register, which is the big difference with coupon code websites, where codes can be redeemed without even registering.  And it’s the notion of a kitty that motivates members to make their purchase via cashback.

Contrary to popular belief, cashback sites no longer limit their involvement to the very end of the purchasing process, it’s a common misconception about affiliation. They now offer complete coverage from the very first stages of the customer experience, and have even become a powerful tool for acquiring new consumers. Indeed, these publishers communicate regularly with their members, presenting offers well in advance of the decision-making process, which piques their interest and can lead directly to a purchase.

  • A favorable economic climate for cashback

Several studies have shown that in times of crisis, consumers have a particular appetite for this rebate model. The figures show a clear growth in the number of Cashback platform users during the health crisis, a trend that continues in parallel with inflation. Clearly, the main motivation for consumers to turn to these platforms is their ability to save money.

  • Targeting committed buyers

Leveraging cashback can also be a good way of targeting committed shoppers. In fact, some cashback sites offer their members the chance to get involved in a cause by sharing their kitty with associations. 

  • Ensure high visibility during peak shopping periods

Black Friday, Singles’ Day, Mother’s Day and other sales period: cashback websites see their traffic explode during these crucial periods. It’s therefore vital to leverage cashback to maximize your brand’s visibility during these commercial highlights.

  • Cashback for all sectors

Cashback isn’t just for mass-produced goods (small baskets). All sectors can offer cashback. In the travel sector, for example, we see large average shopping baskets with CSP+ or varied profiles. It’s no longer unusual to see cashback on services such as banking/insurance: members are offered cashback when they take out insurance or open a bank account.

  • A homogeneous marketing mix in phase with the purchasing process

A social phenomenon: cashback is part of the classic purchasing process. It must therefore be taken into account in your acquisition strategy. Here too, studies show that the average shopping basket is 10-20% higher, the conversion rate is over 5%, and the frequency of purchases is twice as high with cashback.

To sum up…

Cashback is a powerful, high-performance lever for advertisers. Once seen as an end-of-funnel lever, cashback is now an essential part of any customer acquisition strategy. Above all, it’s an excellent way of targeting a community of loyal, committed shoppers with higher-than-average shopping baskets. To achieve this, you need to work hard on your cashback distribution strategy to set yourself apart from the competition.

Launch your affiliate program with SKALE with Kwanko

If you’re an advertiser, SKALE with Kwanko connects you with 150 000 publishers. This self-service solution is specially designed for small and medium-sized businesses, start-ups and self-employed entrepreneurs to help them rapidly develop their e-commerce activity.

Thanks to its SaaS approach, e-merchants can manage their affiliate program on their own, or benefit from our support offer…

This comprehensive offer gives access to all the Kwanko platform’s functionalities, including its network of 180,000 distributor sites, as well as all the tools needed to manage affiliate programs.

So don’t wait any longer and launch your first affiliate program!

Paul Pages

Oct 19, 2023


What do I need to do to launch my affiliate program on SKALE?

It is very simple!
First, you have to fill in the sign-up form here.
You will then receive an email confirmation link which you will have to click on to validate your registration.
You will then be redirected to our campaign creation page.
In a few clicks, you will :
- define the country in which you want to promote your offers and products
- upload your ads
- define the commission rate that you will offer to your publishers
- set up and check the tracking pixel
- sign your online contract
- credit your account (by credit card only) which will be used to pay the first sales generated by your publishers.

Once these steps are completed, your program is live and ready to be broadcast.

Do I need a strong technical background to launch my program on SKALE?

Absolutely not and that's the whole point of our solution.
Our campaign creation page has been entirely designed to be as simple as possible, in plug & play mode. Furthermore, we are technically integrated with the main e-commerce solutions on the market, such as Shopify, Prestashop, WooCommerce (and many others) to make your job easier.

I don't have any creative ads because I am starting my business, what should I do?

Our creative studio, expert in the creation of performing ads, can do it for you. All you have to do is select one of the pay-per-use packages (6 or 12 banners) during the creation of your campaign. Our team will then contact you and offer you, in record time, a batch of high-performance creatives so that you can launch your campaign.
Please note that these ads will be your property and that you have the rights to use them for any other channels, outside Kwanko.

Which countries can I launch my affiliate program?

SKALE with Kwanko is available in Eurozone countries (and very soon available for Pound Sterling and Dollars).
This means you can launch your affiliate program in all major European countries (and shortly in the US and Canada).

How long does it take to get my program ready to go live?

We estimate that it takes 30 minutes (assuming you already have your creatives) to set up your affiliate program on SKALE with Kwanko.

What is a publisher? Where my ads will be displayed?

You will be able to run your offers and/or products on our network of more than 150,000 international publisher websites.
Our network is made up of the best e-commerce verticals, mainly:
- content websites, blogs, and social networks with a direct affinity with your core target, directly targeting your brand and products
- price comparison websites sites for optimal promotion of your products
- cashback websites, promo codes, and voucher sites to reach communities of buyers
- remarketing visitors to your online store
- Performance-based Social Ads to reach prospects through ultra-precise targeting

Can I integrate my own publishers and manage all my partnerships in one tool?

Of course!
All you have to do is ask your publishers to register for free on our platform here.

How will I activate publishers on my affiliate program?

A search directory of publishers (by vertical, theme/sector, country, etc.) will enable you to identify the best websites in affinity with your audience. You'll be able to invite them to join your affiliate campaign. The websites will then be notified of your interest: all they will have to do is set up your ads on their websites. In addition, websites may also spontaneously apply for your campaign and you can approve them on your interface if they're a good fit.

How do I know if the payout I offer is attractive to publishers?

It is key to define the right payout that is, on the one hand, attractive for publishers and, on the other hand, profitable for you also.
This is why we have created an ROI calculator that will allow you to determine a range of commission to offer to your publishers. Click here and start your estimate.

What is Kwanko's commission rate on each sale?

It's simple: 0%.
Indeed, there is no platform commission with our SKALE offer.
The entire payout is paid to the publishers who will generate sales on your online store.
For a very simple reason: this is a self-service offer. This means that you launch and manage your campaign by yourself. However, you can choose to be accompanied by our experts by subscribing to our pay-per-use offers. In this case, the price is fixed.

How will I animate with my network of publishers?

SKALE with Kwanko provides you with a messaging tool to communicate directly with your publishers and negotiate specific deals and highlights. You can, for example, announce the setup of new offers, publisher challenges, payout increases during peak periods or negotiate one-to-one deals.

How does Kwanko track sales?

We track sales with the implementation of a tracking pixel.
In concrete terms, this is a code that you will install on your website in a very simple way with our plug & play solution. Everything will be explained to you when you create your campaign. The publishers will incorporate ads and install them on their website(s).

How do publishers get paid?

SKALE with Kwanko is a performance-based business model. This means that you only pay for the sales generated on your online store. Our platform tracks the sales and the publishers associated with those sales. Once you have validated the sales in question, our platform will automatically manage the payment of the publishers.

What tools are available on the platform?

On the Kwanko platform, you will find all the tools that will allow you to manage, analyze and optimize your affiliate program: detailed statistics in real-time, complete reports, APIs, conversion and payment management tools, a messaging tool as well. Please note that whatever pricing plan you choose, you will have access to ALL the features of the Kwanko platform.

How much does SKALE with Kwanko cost?

You pay a monthly fee (from 99€/month*) for the use of the platform and all its features. And you pay your publishers the commission rate per sale that you have previously defined. Unlike other platforms, there is 0% platform commission with SKALE. To learn more about our pricing, click here.

What are pay-per-use services?

The pay-per-use services are additional services that you can choose to take at any time. You choose when you need support, whether it be technical (help with technical implementation), operational (Starter and/or Booster Pack) or creative (6 or 12 banner pack). The prices are fixed.

What happens if I exceed my annual spendings defined in my chosen plan? Will my campaign stop?

Of course not! If you exceed your limit spending defined in your plan, your conversions will continue to be tracked. However, you will be upgraded to the upper plan the following month and you will be alerted by email.

Can I change my pricing plan at any time?

The upgrade of pricing is automatically managed by our platform according to your annual advertising expenses. But you can opt for an annual package (2 months are offered) and decide to go back to a monthly basis at any time.

Why is there a minimum commitment of 3 months?

This is the time you need to assess its potential.
Indeed, between the activation of the campaign on our network, the implementation by the publishers, the generation of the first sales, and the validation of these sales, 3 months is the period we consider necessary to be able to draw up an initial assessment and judge the profitability of the model for you.

Can I unsubscribe from SKALE with Kwanko?

After this 3 month period, you can request your termination after 14 days by sending an email to If your deposit has not been used, we will proceed to refund the outstanding amount. Of course, we don't want it to happen. A series of comprehensive tutorials and documents (wiki), written by our operational teams, will give you plenty of tips on how to take advantage of affiliate marketing and scale your eCommerce business.

What is the free trial and how can I activate it?

The free trial corresponds to the period between the first day of the launch of your affiliate program and the end of the calendar month, during which you will not be charged the monthly or annual plan. You will be able to discover the full potential of the SKALE platform with complete peace of mind. During this period, you can interrupt your affiliate program free of charge by contacting the SKALE team by email at:

If you do not cancel, the pricing plan you have subscribed to will take effect from the 1st of the month following the launch of your affiliate program, i.e. at the end of the Free Trial Period.

Please note that the publishers' commissions remain due and will be deducted from the refund of the deposit you made when you launched your affiliate program.