Partner marketing & alliances across Europe
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Great Partners

Independent intelligence on partner marketing, alliances and channel

Great Partners is an independent trade publication on how European companies grow through partners — affiliate and referral, alliances and joint ventures, reseller and distribution channels, and cross-border trade. Plus a vetted directory of specialists and an industry matcher. Seven languages, updated every month.

Partner Marketing in Europe

Four ways companies grow through partners — one publication that covers them all

Affiliate and referral, alliances and joint ventures, reseller and distribution channels, and cross-border trade. Different playbooks, one discipline: choose the right partner and structure the deal so both sides win.

Great Partners·Independent trade publication·Updated monthly

Great Partners covers how European companies find, vet and work with partners. We test the networks and software, explain the VAT, customs and franchise rules that decide whether a cross-border deal actually pays, and rank the options on the terms that matter — never the sales pitch.

Whether you run an affiliate programme, are structuring a joint venture, recruiting resellers, or looking for a distributor in another EU market, each of our four sections is a full guide — with reviews, comparison tables and country-specific detail.

The four sections

  • Affiliate & Referral — networks, niche programmes, referral schemes and recurring commission.
  • Partnerships — strategic alliances, joint ventures, co-marketing, technology integrations and franchising.
  • Reseller & Channel — reseller programmes, distribution, white-label & VAR, suppliers and procurement.
  • Trade & Cross-Border — EU VAT, import, export & logistics and partners by region.
The Field

Four ways to grow through partners, compared

Most companies use more than one of these, but they work very differently. This is the quick orientation — what each model is, who it suits, where the real work sits and where the payoff comes from. Each row links through to a full section.

ModelWhat it isBest forWhere the work isWhere the payoff is
Affiliate & ReferralThird parties earn commission for the sales or leads they send youE-commerce, SaaS, consumer brandsRecruiting quality publishers; tracking and payoutsLow fixed cost — you pay only on results
PartnershipsTwo companies join forces — alliance, joint venture, co-marketing or franchiseGrowth into new products, markets or channelsGovernance, contracts, competition lawReach and capability neither side has alone
Reseller & ChannelOther businesses resell or bundle your product for a marginB2B hardware, software, industrial goodsMargins, tiers, enablement, deal registrationLocal presence and reach without hiring
Trade & Cross-BorderSelling and sourcing across EU borders with the right partnersImport/export, distribution, marketplacesVAT, customs, logistics, regional know-howNew markets once the compliance is solved

A high-level orientation, not a ranking — the four are complementary, not competing. Detailed reviews, scored comparisons and country-specific rules live inside each section.

The Matcher

Find domains and partner sites for your industryPreview

Tell us your sector. The matcher suggests domains worth registering or acquiring, and connected sites open to your content — each with a direct way to act on it.

Find matches
SaaSWine & spiritsImport & exportLegal servicesInterior & design

Domains to register or acquire

Register new via Openprovider, or acquire existing via Sedo.

greenpack.euAvailableRegister · Openprovider
verpakkingpro.nlAvailableRegister · Openprovider
packmasters.comFor sale · €1,450Acquire · Sedo

Partner sites for your blog

Connected European sites open to guest content.

duurzaamzaken.nlDR 42 · SustainabilityGuest content
retailtrends.euDR 55 · RetailContent partner
eco-b2b.netDR 38 · B2BListed partner

Preview of an upcoming feature. The domains and sites shown are illustrative examples; live results are matched to your industry when the tool launches.

The Directory

Find a partner to build, write or grow your site

Beyond our reviews, Great Partners runs a vetted directory of the specialists European site owners rely on — for web scripts, copywriting, domains and SEO. Every partner is checked before listing, and businesses can claim a profile to be found as a verified Great Partner.

Web & scripts

Web & Scripts

Developers for WordPress, WooCommerce and custom builds.
Copywriting

Copywriting & Content

Multilingual SEO copy, articles and product text.
Domains

Domains & Hosting

Domain brokers and managed European hosting.
SEO

SEO & Growth

Technical SEO, link strategy and analytics.
Design

Design & Branding

Logos, identity and conversion-focused UI.
Legal

Legal & Compliance

GDPR, terms and cross-border contracts.
Featured partners

Kettwerk Studio

Web & Scripts

Custom WooCommerce and WordPress builds for European retailers.

✓ VerifiedBerlin, DE

Bureau Lumen

Copywriting & Content

SEO copywriting in Dutch, English and German for B2B sites.

✓ VerifiedAmsterdam, NL

NordDomains

Domains & Hosting

Domain brokerage and managed hosting across the Nordics.

✓ VerifiedCopenhagen, DK

Crescere SEO

SEO & Growth

Technical SEO and link strategy for B2B websites.

✓ VerifiedMilan, IT

Are you a partner?

List your business, reach European site owners looking for help, and be found as a verified Great Partner. Every profile carries your services, portfolio and a direct link to your site.

Get listed
Quick Answers

Partner marketing: common questions

What is partner marketing?

Partner marketing is any way of growing through other companies rather than only through your own sales and ads — affiliates and referrals, strategic alliances and joint ventures, resellers and distributors, and cross-border trade partners. The common thread is choosing the right partner and structuring the deal so both sides benefit.

Affiliate or referral — what's the difference?

Affiliates are usually professional publishers who promote you at scale for a commission; referrals come from existing customers or contacts rewarded for an introduction. Affiliate reaches further; referral converts better because it carries personal trust.

What is a reseller or channel partner?

A reseller buys your product to sell on for a margin, sometimes adding services (a value-added reseller) or their own brand (white-label). It gives you reach and local presence in a market without hiring there yourself.

Do I need a joint venture or just an alliance?

A strategic alliance is a contract to cooperate; a joint venture creates a new jointly-owned company. Alliances are faster and lighter; a JV makes sense when the partners invest together and share profit and control over the long term.

How are cross-border partner deals taxed in the EU?

It depends on what is sold and where. Distance sales use the €10,000 OSS threshold; B2B services usually shift VAT to the buyer via reverse charge; platforms report under DAC7. Rules and e-invoicing timelines vary by country, so confirm your position locally.

Is Great Partners only about affiliate marketing?

No. Affiliate and referral is one of four equally-covered sections, alongside partnerships and alliances, reseller and channel, and cross-border trade — plus a vetted partner directory and an industry matcher.

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