Merchant roles in Affiliate Marketing
Learn about merchant roles in affiliate marketing for Shopify affiliate marketing. Clear definition, examples, and how UpPromote merchants use it to grow.
The merchant is the business owner who runs the affiliate program. That's most likely you. Your job is to set up the program, bring in affiliates, give them tools to promote, track the sales they make, and pay their commission.
It sounds like a lot, but UpPromote does most of the work for you. It tracks every referral order, calculates commission, and sends notifications on its own. Your main role is to make the decisions: who joins, how much they earn, and when they get paid.
Here's what that looks like, step by step.
1. Set up your program
This is where you decide how your program works. You set:
The commission rule (a flat amount, a percentage, a per-product rate, or a tiered rate)
The way you'll pay affiliates
UpPromote creates a default program and form when you install it, so you can start from there and adjust anything later.
Pro tip: Most stores start with one simple percentage commission. You can always add special rules for certain products once your program is running.
2. Recruit affiliates
Your program needs affiliates to grow. As the merchant, you decide how to find them. You can:
Share your sign-up link by email or on social media
Invite customers to join right after they buy
List your program on the UpPromote Marketplace (Growth plan and above)
You don't have to recruit them all at once. Even a few active affiliates can start bringing in sales.
3. Approve or deny affiliates
When someone applies, UpPromote lets you know. You then review the request and decide whether to approve or deny it.
This step keeps you in control of who promotes your brand. You can approve people one by one, or set UpPromote to approve them automatically.
4. Give affiliates tools to promote
Once an affiliate is approved, your job is to set them up for success. Through UpPromote, each affiliate gets:
A unique affiliate link
A coupon code, if you choose to assign one
Access to your Media Gallery, where you upload banners and images they can use
The better the tools you give them, the easier it is for them to sell.
5. Track and approve referral orders
When a customer buys through an affiliate, UpPromote records the sale as a referral order. You and the affiliate both get an email.
Your role is to review each referral order and approve or deny it. Only approved orders count toward commission, so this step keeps your numbers accurate. You can also turn on auto approve orders to save time.
Good to know: UpPromote does the tracking and the math for you. You just confirm the orders are valid. To see how sales are matched to affiliates, read How Affiliate Tracking Works.
6. Pay your affiliates
Paying affiliates on time is the part that keeps them loyal. UpPromote calculates what each affiliate is owed, based on your rules. You then pay them in one of two ways:
Manual payout: available on all plans. You pay whenever you're ready.
PayPal auto-payout: available on the Growth plan and above. UpPromote sends the payments for you.
7. Keep affiliates motivated
Your role doesn't end after the first sale. Happy affiliates keep promoting, so it pays to stay in touch. With UpPromote, you can:
Send updates and emails to your affiliates
Offer bonuses when they hit a goal
Raise their rate automatically with tiered commission
Strong affiliate relationships turn your program into a steady sales channel.
Frequently asked questions
Do I have to approve every affiliate by hand?
No. You can review each application yourself, or turn on auto-approval so new affiliates join right away. Many merchants start with manual approval, then switch to auto once they trust the flow.
Do I have to pay affiliates manually?
Only on the Free plan. From the Growth plan and above, UpPromote can send payments by PayPal for you. On any plan, you can also pay affiliates manually.
How much time does it take to manage a program?
Less than most people expect. UpPromote handles the tracking, math, and notifications. Your main tasks are approving affiliates, checking referral orders, and paying commission.
Can someone else manage the program for me?
Yes. You can give a team member access through a staff account so they can handle the day-to-day work.
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Last updated: June 2026
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