What Trooper does

Trooper, operated by Belgian private limited company Go Connect BVBA (BE0653.775.248), is an affiliate marketing platform founded in 2015 by Elisabet Lamote, Klaas Olbrechts, and Jan Dejonghe after a fire at the Chirojongens of Humbeek youth club demonstrated the fundraising potential of affiliate links. Headquartered in Grimbergen with an 8-person team, the platform connects more than 10,000 Belgian associations and charities with a network of 1,000+ partner online retailers—including Bol.com, Delhaize, Coolblue, Amazon, IKEA, and Center Parcs—and has facilitated over €6.5 million in cumulative commissions for supported causes. Its core technology relies on cookie-based and pixel tracking on partner-shop websites, an association-facing online dashboard, and a Chrome browser extension (Botje/Botty) that automatically attributes purchases to the user's chosen association without requiring prior site visits.

The business operates as a product-led, self-serve platform: registration is free for associations and supporters pay nothing extra at checkout. Go Connect retains 25% of commissions received from partner shops and passes 75% to the chosen association, with quarterly payouts above a €75 threshold and a €75 startup-cost retention on first earnings. Distribution channels include the trooper.be website, the Botje extension, a Delhaize SuperPlus loyalty-points integration (500 points = €5 donation, 100% to the association), and Trooper Webshops—a Stripe-powered sub-product that lets associations run their own stores, with Go Connect charging €0.50 per order under €10 or 5% on €10+ orders (15% via Go Connect when a Trooper Partner is involved). A special Belgian VAT administration decision (ET 132.022/3 of 26 October 2018) exempts associations from VAT obligations on Trooper commissions up to €6,000 per year.

Trooper has received investment from Studio 100 (November 2017) and KBC (second half of 2019), and announced new shareholders in November 2024 alongside the platform's stated readiness for its next growth phase. Operations are currently limited to Belgium (Flanders, Wallonia, and Brussels), with French-language support indicating ongoing Wallonia outreach. Customer base spans youth organizations (Chiro, Scouts), sports clubs, community festivals, animal welfare, and healthcare nonprofits, served through organic social, content marketing via "De Bloggerij," and word-of-mouth amplification by the associations themselves.

Name

Trooper

Legal name

Go Connect BVBA

Website

https://trooper.be

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Trooper is a Belgian affiliate marketing platform connecting 10,000+ associations and charities with 1,000+ online retailers, enabling supporters to generate passive fundraising commissions for their chosen cause through everyday online shopping.

Ownership category

akta.pro rank

Headquarters

HQ city

Grimbergen

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Affiliate Commission Sharing: Trooper receives commission payments from partner online shops when users make purchases through the platform. Of the total commission received, 75% is passed through to the user's chosen association, while 25% is retained by Trooper to cover operating costs (wages, platform development, maintenance).
2. Trooper Webshops Transaction Fees: When associations use the Trooper Webshops platform with their own suppliers, transaction fees apply: €0.50 per order for orders under €10, or 5% of the order total for orders €10 and above. No fees when working with Trooper Partners.
3. Trooper Webshops Go Connect Commission: Go Connect charges 15% of the sale price (excluding VAT) for orders over €10, or €1.50 per order (excluding VAT) for orders under €10, when a Trooper Partner is involved in the Trooper Webshops transaction.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Trooper is a Belgian affiliate-shopping platform that lets associations and charities earn commissions from the normal online purchases of their supporters at more than 1,000 partner webshops, at no extra cost to the shopper. Supporters select their association on trooper.be (or use the Botty Chrome extension), shop at a partner retailer as usual, and 75% of the resulting affiliate commission is passed to the association while 25% is retained by Trooper to fund operations. Complementary offerings include the Trooper Botty browser extension for automatic tracking and the Trooper Webshops module that lets associations run their own product storefronts with Stripe-backed payments.

Product overview

Trooper operates as an affiliate marketing platform connecting associations/charities with online retailers. The core platform (trooper.be) enables supporters to shop at partner stores and generate commissions for their chosen association at no extra cost. Two additional product layers extend the offering: Trooper Botty (Chrome extension for automated purchase tracking) and Trooper Webshops (enabling associations to run their own online stores with Stripe payments). A Delhaize SuperPlus integration allows loyalty point conversions as donations. The business model distributes 75% of commissions to associations and retains 25% for operations.

Differentiator

Problem solved

Functional benefit

Brands

• Botje: Chrome browser extension that automatically records online purchases for the user's selected association.

Products and services

• Trooper Platform (trooper.be) Main affiliate marketing platform enabling Belgian associations and charities to earn commissions when their supporters shop online at partner retailers; users select an association on trooper.be, click through to a partner webshop, and 75% of the resulting commission is routed to the chosen association.
• Trooper Botty (Chrome browser extension) Chrome browser extension that automatically tracks online purchases at partner webshops and attributes the resulting affiliate commission to the user's chosen association, removing the need to start the shopping session from trooper.be.
• Trooper Webshops White-label webshop builder that lets associations create their own online stores to sell products directly to supporters while collecting commissions, with Stripe-powered payments and tiered transaction-fee pricing.

Quantifiable outcome

• More than €6.5 million raised for associations through the platform
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Go Connect BVBAcoreOthersGo Connect BVBA (BE0653.775.248) is the legal entity operating the Trooper platform. Based at Beiaardlaan 3, 1850 Grimbergen. All affiliate commission payments flow through Go Connect, which retains 25% and passes 75% to associations.
• TorfsminorChannel Partner/ Reseller/ DistributorTorfs is a Belgian shoe retailer that partners with Trooper. According to Wouter Torfs (former CEO), 'The combination of attracting customers to our webshop while supporting associations through Trooper is ideal for Torfs.'
• DelhaizecoreChannel Partner/ Reseller/ DistributorDelhaize, a major Belgian supermarket chain, partners with Trooper through their SuperPlus loyalty program. Shoppers can exchange 500 SuperPlus points for €5 donations to their chosen Trooper-registered association. The donation goes 100% to the association (not subject to the 75/25 split). Over €6.5 million has been raised through Trooper.

Scale indicators3 records

Recent moves9 records

Expansion highlights2 records

Broad incumbents

• Rakuten (formerly Ebates): Global cashback and affiliate marketplace sharing commissions with shoppers directly. Operates the same underlying affiliate economics as Trooper but distributes value to shoppers rather than charities — a broader incumbent that competes for the same partner shop commission budgets.
• TradeTracker: European affiliate network operating across multiple countries with extensive retailer integrations. Comparable on the affiliate-tracking and partner-merchant technology stack; operates as a generalist affiliate platform rather than a cause-focused one.
• Awin: European affiliate network with a large merchant base and publisher/affiliate infrastructure. Comparable on the partner-shop and affiliate-tracking technology side, though Awin serves commercial publishers rather than the cause/association segment that is Trooper's niche.
• Daisycon: Dutch/Belgian affiliate network with strong Benelux retailer coverage. Comparable affiliate platform and Benelux merchant overlap with Trooper, but serves commercial publishers rather than nonprofits/associations.

Direct peers

• Give as You Live: UK-based cause-affiliate platform that lets shoppers raise donations for charities via partner retailer commissions. Closest direct peer in model, geography, and target customer (registered nonprofits/charities), with operations expanded internationally.
• Easyfundraising: UK cause-affiliate platform enabling shoppers to raise money for charities and schools through partner retailer purchases. Direct competitor model — both are free-to-shopper, free-to-charity, and operate in the European association/charity segment that mirrors Trooper's Belgian association focus.
• iGive.com: US cause-affiliate platform where online shopping commissions are routed to user-selected causes and schools. Highly comparable business model — cookie-based tracking, 1,000+ merchant network, free for shoppers — but serves North American nonprofits rather than European associations.
• GoodShop: US-based cause-shopping platform that donates a portion of online purchases to chosen nonprofits. Closely mirrors Trooper's affiliate-share-with-association model with a similar merchant network approach and nonprofit customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC1ZYHb1Rr3Veb4afw1ZeBQg
• Facebookfacebook.com/trooperBE
• LinkedInlinkedin.com/company/goconnect-trooper
• Instagraminstagram.com/trooper_belgie

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Trooper