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Expanding into new markets? Copy-paste strategies won’t cut it. This guide breaks down what it really takes to build affiliate programs that perform locally for a global brand.
Translation ≠ Localization
When brands expand internationally, it’s easy to fall into the trap of doing what’s familiar: duplicate the funnel, translate the copy, and launch the same affiliate campaign that worked back home. But scaling globally requires more than a quick translation. It demands a new playbook.
At Affluxo, we’ve partnered with brands across multiple regions and helped them scale affiliate programs that actually connect. We’ve seen what works in-market, and what falls flat. The secret? Adaptation & testing.
There’s no secret formula for getting it right, but if you're planning to expand your affiliate program into new markets, here’s what to keep in mind:
“An affiliate strategy isn’t something you can just copy from one region and paste into another. But with affiliate marketing, you can scale your efforts by working across both the lower and upper funnel. As long as you have the right people who understand the market, and strategies that help you discover what works best for you.”
-Magdalena Pekalska, CEO & Co-Founder at Affluxo
How to expand your affiliate program in LATAM
Think of Latin America as a group of distinct markets, not one monolithic region. Brazil speaks Portuguese and has a completely different payment ecosystem from Spanish-speaking countries. Mexico’s consumer habits are not the same as Argentina’s.
You can divide the LATAM region into three key areas: Mexico, Brazil, and Spanish-speaking South America. When it comes to affiliate marketing maturity, Brazil and Mexico are the most advanced, which means you’ll find a wider range of active publishers. The rest of South America is still evolving, but that also presents a valuable opportunity to establish a presence early.
“Entering new markets looks different for every vertical. Retail clients may need to invest more in brand awareness to build a successful affiliate program, while travel brands tend to have an easier path, since users are more driven by price and offers.”
– Magdalena Pekalska, CEO & Co-Founder at Affluxo
Getting started
Not sure where to start? Our advice: begin by mapping your primary and secondary markets.
We help our clients build a market entry strategy by analyzing key metrics like website traffic, conversion rates, and basket value. From there, we assess local competitors to identify how to attract publishers with competitive commission models.
Secondary markets can be treated as testing grounds. Launch initial campaigns, gather insights, and optimize based on what you learn.
How to execute: Make it feel native
Bring in local insight from the beginning. Work with native speakers, local strategists, or experienced partners to help shape your angles and value props. Campaigns that resonate are almost always born from conversations with people who know the territory.
Have you checked the meaning and associations of your brand name in each country?
It might seem obvious, but skipping the basics can lead to costly mistakes.
Great execution comes down to local experience. From landing pages to payment flows, everything should feel intuitive to the user. That includes visuals that reflect the culture, testimonials from real people in that market, and messaging that speaks to local needs and values.
For example, take a closer look at the products featured on your homepage: how do people in this country shop? What matters most to them?
Payment methods are critical. Credit cards alone won’t cover your base in many LATAM markets. Integrate local options to ensure users can complete the purchase.
Design mobile-first. Many users in the region are mobile-only, and network speeds vary. Your pages should load quickly, fit perfectly on small screens, and minimize steps from click to conversion.
Copy-Paste Media Plans = Missed Opportunities.
We’ve seen global brands enter LATAM with a channel mix that worked in Europe or the U.S., only to realize the results don’t translate. Why? Because the consumer journey isn’t the same. Different platforms dominate. Trust is built differently. Influencers behave differently. Affiliate networks have different dynamics.
You can’t assume your global media mix is ready for local deployment. You need to rebuild your map based on how people actually buy.
How to Measure: Dig into the details
The KPIs you track early on will depend on several factors, especially your brand awareness in each market. At the beginning, it's not just about driving sales. The focus should be on exposure, generating clicks, and building momentum. That early movement is what sets the foundation for long-term performance.
For an affiliate program to succeed, the brand needs to play an active role. Driving traffic and building awareness can’t fall solely on your affiliate program. It takes a joint effort. We work best when the advertiser’s team is equally invested with time, resources, and strategic focus.
When you start measuring performance, averages can be misleading. One or two high-performing countries can mask underperformance elsewhere. Make sure you’re breaking down CPA, ROI, and conversion rates by market, by traffic source, and by device.
It’s also important to evaluate quality. Volume isn’t everything. Is your web traffic engaged? Are the leads valid? Are payments going through? Are users staying engaged post-sale? These are the indicators of sustainable growth and they can vary widely by country.
Lastly, make sure your KPIs are aligned with the local reality. AOVs, LTVs, and conversion timelines will look different than in your home market. Use local benchmarks to guide your expectations and decisions.
TL;DR
Affiliate marketing doesn’t scale through replication. It scales through localization, smart targeting, and market-by-market insight.
Here’s what to remember:
There’s no such thing as a one-size-fits-all global strategy. Every country and region is different. From culture, language, and ease of doing business to payment preferences, online buying behavior, shipping expectations, and brand trust.
And honestly? That’s what makes it exciting!
Photo by Silvana Carlos on Unsplash
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