Business-to-Business: Longer sales cycle – larger value

B2B requires affiliates who work with content marketing and lead generation.
Here, tracking and conversion measurement are often complex but critical for success.

MARKET DATA · GLOBAL · 2026

B2B in numbers – 2026

Grand View Research estimates B2B e-commerce at $24.1 trillion in 2025 and $28.0 trillion in 2026.
Gartner forecasts worldwide software spending at $1.44 trillion in 2026.
Figures are worldwide unless stated otherwise.

B2B e-commerce market, worldwide

$28T

2026 estimate (Grand View Research), up from $24.1T in 2025 [1]

Affiliate marketing industry, worldwide

$27.8B

2026, all niches [4]

Share of e-commerce driven by affiliates ESTIMATE

~9.4%

US benchmark, all niches – not niche-specific [5]

Europe and the Nordics

Region	2025	2026 (forecast)	Growth
Europe – B2C e-commerce	$1.02T	$1.08T	+5%
Northern Europe – B2C e-commerce	$78.1B	$82.9B	+6%
Denmark – B2C e-commerce per person	$5,007	–	#1 in Europe

All-sector B2C e-commerce [6].
B2B is not reported separately, so use these figures as market context, not as niche totals.
Exchange rates: USD→EUR 0.89, USD→DKK 6.66, EUR→DKK 7.48 (October 2026) [7].

Affiliate networks to check for this niche

Partner-ads 🇩🇰Adtraction 🇸🇪Addrevenue 🇸🇪Awin 🇩🇪Tradedoubler 🇸🇪Daisycon 🇳🇱TradeTracker 🇳🇱

TYPICAL COMMISSION

20–30%

B2B software (SaaS) programmes typically pay a recurring 20–30% of the subscription for 12 months, or a flat bounty of $50–$500 per paid signup. Some pay a lifetime recurring share of 10–20%. [3]

Key takeaways

Software spending, worldwide: $1.44T – 2026 forecast, +15.1% (Gartner, April 2026) [2].

Grand View Research forecasts B2B e-commerce to grow 20.9% a year from 2026 to 2033 [1].

Gartner expects total IT spending of $6.32 trillion in 2026, up 13.5%; software is $1.44 trillion of that [2].

The median recurring SaaS commission is 25% for 12 months [3].

Sources

Running a B2B affiliate programme?

Get a free audit of your programme, partners and tracking.

Get a free audit