Partner marketing drives a 26% higher AOV compared to other digital channels

Adtraction has released an incrementality study showing that partner marketing delivers real, measurable value for e-commerce brands. The analysis, based on almost 10 million online transactions, reveals that purchases made through the partner marketing channel led to a 26% increase in average order value compared to purchases coming from other digital channels.

The study includes well-known brands operating in the largest e-commerce categories: Electronics, Kids & family, Fashion, Interior and Beauty. The results confirm that partner marketing impacts both expensive and everyday categories.

Electronics stands out with a 40% increase in average order value, followed by Kids & Family at 32%. The same trend appears across devices: both mobile and desktop see a noticeable uplift, showing that partner marketing influences buying behaviour no matter where the customer shops.

“The results confirm what we’ve seen for a long time, partner marketing creates real value for brands. Seeing higher order values across categories and devices shows that it’s a consistent trend, and that it’s important to diversify marketing channels. For us, partner marketing isn’t just about performance, but about supporting steady, profitable growth over time,” says Simon Gustafson, Founder and CEO at Adtraction.

Key findings from the report:

• Partner marketing purchases have a 26% higher average order value than purchases coming from other digital channels.
• Category AOV increase: Electronics (+40%), Kids & Family (+32%), Fashion (+22%), Interior (+23%), Beauty (+13%).
• Device AOV increase: iPhone (+13%), Android (+20%), MacOS (+23%), Windows (+18%).

Read the full report here: https://adtraction.com/resources/whitepapers/incrementality-in-partner-marketing/