Online United

What Online United does

ONLINE UNITED GmbH is a Berlin-based, owner-managed partner marketing agency founded in 2011 in Schwaig near Nuremberg. The firm serves e-commerce brands across 11+ European markets (and 5 additional international markets) with a portfolio of four integrated disciplines: Editorial Collaborations (reviews, buying guides, comparison content on specialist portals), Performance Partnerships (affiliate marketing, cashback, vouchers, CSS/Shopping), Creator & Social Commerce (influencer activity across Instagram, YouTube, TikTok, podcasts, newsletters), and Social Commerce & Live Shopping (TikTok Shop setup, creator onboarding, live shopping events). Each client is assigned a dedicated account manager who orchestrates all four disciplines from a single strategy rather than running them as siloed channels.

The company's underlying technology stack centres on cross-channel attribution that compensates partners for their actual contribution to the customer journey rather than rewarding only the last click. Operational integrations with the dominant European affiliate and partnership platforms — AWIN, Impact, RetailAds, Tradedoubler, and CJ Affiliate — sit on top of an in-house partner database covering publishers, creators and influencers across Europe, with native-speaking account teams in 8 languages. The current scale of operations is 30+ active partner marketing programmes, 3,267+ active partners and 435,000+ validated transactions, with €56M of total client-generated revenue cited across the portfolio.

The business model is a B2B agency model combining managed services fees, performance-based fees and affiliate commission structures, with engagements priced on a custom quote basis. GTM is consultative and sales-led, leveraging free introductory calls, multilingual website content and published client case studies. The company is bootstrapped and founder-led — Managing Directors Franziska Feifel and Matthias Feifel have run the firm since inception, with no external institutional capital disclosed and no public listing. Named enterprise clients include Turbopass (Tourism, ~+210% revenue growth over 2 years) and LOBERON (Home & Living, ~+140% revenue growth in 2025).

Name

Online United

Legal name

ONLINE UNITED GmbH

Website

https://online-united.de

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Online United is a Berlin-based, owner-managed B2B partner marketing agency that orchestrates content, affiliate, influencer, and TikTok Shop channels for e-commerce brands across 11+ European markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Chemnitz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Partner Marketing Services: Performance-based partner marketing services for e-commerce brands. The company orchestrates content, affiliate, influencer, and TikTok Shop channels. Revenue is generated through managed services fees, performance-based fees, and affiliate commission structures.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

ONLINE UNITED is a full-funnel partner marketing agency for e-commerce brands across Europe. It orchestrates editorial collaborations, performance partnerships (affiliate), creator/influencer programs, and TikTok Shop / live shopping under a single strategy, replacing isolated channel silos with cross-channel attribution and culturally adapted execution by native-speaking teams in 8 languages across 11+ European markets.

Product overview

ONLINE UNITED is a full-funnel partner marketing agency for e-commerce brands, offering an integrated suite of performance-based marketing services. The portfolio spans four core disciplines: Editorial Collaborations (content placements on specialist portals), Performance Partnerships (affiliate marketing, cashback, vouchers, CSS/Shopping), Creator & Social Commerce (influencer marketing across Instagram, YouTube, TikTok), and Social Commerce & Live Shopping (TikTok Shop integration and live shopping events). These services are delivered through a structured process: Analysis, Strategy, Setup, Management, Optimization, and Reporting. The company operates across 11+ European markets with native-speaking teams in 8 languages, connecting with leading affiliate networks (AWIN, Impact, RetailAds, Tradedoubler, CJ) to orchestrate partner channels along the entire customer journey.

Differentiator

Problem solved

Functional benefit

Products and services

• Editorial Collaborations Product reviews, buying guides, comparisons, and editorial recommendations placed on high-reach specialist portals to influence purchasing decisions. Delivered as performance-based content for e-commerce brands across Europe. Channels include comparison sites, trade magazines, review sites, and expert blogs.
• Performance Partnerships Modern affiliate marketing services covering cashback models, voucher strategies, technical integrations, price comparisons, CSS/Shopping, retargeting, and data-driven optimization across all publisher types for e-commerce brands.
• Creator & Social Commerce Influencer marketing services spanning Instagram, YouTube, TikTok, podcasts, and newsletter creators, using performance-based compensation models for authentic recommendations on behalf of e-commerce brands.
• Social Commerce & Live Shopping TikTok Shop integration including setup, creator onboarding, and performance-based scaling through product listings, affiliate commissions, and live shopping events with in-app checkout for e-commerce brands.
• Strategy & Audit Services Holistic analysis and audit covering existing partnerships, competitive analysis across affiliate/influencer/content/social commerce channels, a custom full-funnel roadmap with KPIs, and per-channel, per-market potential analysis for e-commerce brands.
• Operational Management Full-spectrum management of affiliate programmes, influencer collaborations, content placements, and TikTok Shop across all markets, including partner acquisition, terms negotiation, and campaign management for e-commerce brands.
• Optimisation & Growth Services Data-driven optimization of the partner mix along the customer journey with cross-channel attribution, continuous partner mix optimization, scaling into new markets and channels, and proactive proposals for influencer campaigns, content deals, and placements for e-commerce brands.

Quantifiable outcome

• €56M total generated revenue
• +4 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core.

• AWINcoreTechnology or IntegrationAffiliate marketing platform integration. Online United manages client affiliate programmes on the AWIN network, leveraging the platform's publisher ecosystem for performance-based partnerships.
• ImpactcoreTechnology or IntegrationPartnership automation platform used for managing affiliate and influencer partnerships, tracking conversions, and optimizing partner relationships.
• RetailAdscoreTechnology or IntegrationRetail-focused advertising and affiliate platform integration for managing shopping partnerships and performance marketing campaigns.
• TradedoublercoreTechnology or IntegrationEuropean affiliate network platform enabling Online United to run client affiliate programmes across multiple markets.
• CJ (CJ Affiliate)coreTechnology or IntegrationGlobal affiliate marketing platform used by Online United for managing client partnerships and publisher relationships.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Performics: Publicis Groupe's performance marketing agency with deep affiliate, influencer, and commerce capabilities. Comparable as a global incumbent providing integrated performance and partner marketing services to large e-commerce advertisers across Europe.
• Awin: Global affiliate marketing network connecting advertisers with publishers. Operates as both a partner-platform used by ONLINE UNITED and as a broader incumbent in the affiliate space offering its own managed services and agency partners across Europe.
• GroupM: WPP's media investment group encompassing performance, affiliate, and influencer marketing agencies (including GroupM Nexus and Essence). Competes for large enterprise e-commerce brand budgets where boutique agencies like ONLINE UNITED also pitch.
• impact.com: Global partnerships management SaaS platform and agency network. Competes as a platform-side alternative (and occasional partner) to ONLINE UNITED's managed-service approach, enabling brands to run affiliate, influencer, and B2B programmes via self-serve tools rather than an agency model.
• Rakuten Advertising: Global affiliate and performance marketing network operated by Rakuten. Comparable as a broad incumbent offering affiliate network access plus strategic services for retail and e-commerce advertisers across multiple geographies.
• CJ Affiliate: Commission Junction, one of the largest global affiliate networks with established publisher relationships worldwide. Provides the underlying infrastructure ONLINE UNITED accesses, while also offering strategic services that overlap with boutique agency offerings.

Emerging players

• PartnerStack: SaaS platform for managing affiliate, referral, and influencer partnerships with a self-serve model aimed at SaaS and e-commerce brands. Represents the in-housing alternative to agency-led partner management that ONLINE UNITED competes against for outsourced budgets.

Direct peers

• Acceleration Partners: US-headquartered performance marketing agency specialising in affiliate, partner, and influencer programmes for e-commerce and B2B brands. Closest direct competitor in terms of service portfolio, B2B agency model, and cross-channel partner orchestration approach.
• PartnerCentric: Affiliate and partner marketing agency serving retail and e-commerce brands. Highly comparable to ONLINE UNITED in that it provides managed affiliate programmes, influencer strategy, and full-funnel partner management for online retailers.

Regional players

• Tradedoubler: European-headquartered affiliate marketing network with strong presence across the same markets ONLINE UNITED serves (DE, FR, IT, ES, Nordics). Competes as both an affiliate network platform and via its own publisher solutions, overlapping with ONLINE UNITED's managed-service offering in continental Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/onlineunited

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Online United