New vs. Existing Customers: Why Cashback Rates Vary

Some shops list two different cashback rates, for example 8% for new customers and 3% for existing ones. In partner network data, these are often labeled as NEW and EXISTING. This isn't an error or a bait-and-switch tactic: the shop simply pays a higher commission for a first-time order, which directly impacts your cashback.

Why shops pay more for new customers

Acquiring a new customer costs a shop significantly more than retaining an existing one. That's why many affiliate programs offer better incentives for the first order. Existing customers often return anyway, via newsletters or their customer accounts, so shops pay less, or sometimes nothing at all, for those orders.

We pass a fixed portion of that commission on to you as cashback. If the commission for new customers is higher, your cashback will be, too.

How the shop decides if you're a new customer

Each shop sets its own rules, which are outlined in their affiliate program terms. Usually, it depends on whether an order has already been placed using your email address or customer account. Some shops also track delivery addresses or payment methods. If you ordered years ago, you are often still considered an existing customer.

The classification is done by the shop, not by us. When in doubt, calculate using the lower rate to avoid disappointment.

How to calculate correctly

The cashback rate usually applies to the price at checkout, meaning after discounts and typically excluding shipping and taxes. Here's an example with a €100.00 purchase and a 10% discount code:

• As a new customer with 8% cashback: checkout price €90.00, cashback €7.20, effective cost €82.80.
• As an existing customer with 3% cashback: checkout price €90.00, cashback €2.70, effective cost €87.30.

You can select your customer category for these shops in our cashback calculator, on the shop page, and in our browser extension. The calculator will instantly show you your final savings. For more details on how the tool works, check out our guide to the cashback calculator.

Other cases where rates may differ

• Categories: Electronics often earn less than fashion or accessories. You might see multiple rates listed for this reason.
• Subscriptions and renewals: For software and subscriptions, often only the first purchase counts; renewals may earn less or no cashback at all.
• New customer vouchers: A new customer code often combines well with the higher new customer rate. However, the shop decides whether a voucher can be used in combination with cashback.

In short

Two rates mean the shop rewards the first order more. The shop decides whether you count as new based on their own rules. Calculate with the appropriate rate beforehand, activate the cashback through us, and then order as usual in the same tab.