Buying an online business based on affiliation: risks and potential
Introduction
Affiliate sites are among the most sought-after online business models by buyers. The promise is appealing: recurring income, little stock, remote management and an initial investment often lower than that of a traditional e-commerce.
However, acquiring a business based on affiliation is not without risk. Unlike physical models where you can audit stock, client contracts or infrastructure, an affiliate site relies on intangible assets: SEO traffic, content, relationships with affiliate programmes and constantly evolving algorithms.
The figures displayed may be real, but their sustainability remains uncertain. A Google update can halve traffic. An affiliate programme can close overnight. Content can become obsolete. And verifying actual income requires in-depth technical analysis.
This guide analyses the risks, opportunities and concrete evaluation criteria for acquiring an affiliate site in Switzerland. Objective: to give you the tools to assess whether this acquisition matches your profile and expectations.
📌 Summary (TL;DR)
Affiliate sites offer potential for recurring income with little infrastructure, but carry major risks: dependency on SEO traffic, affiliate programme volatility, difficulties verifying actual figures and technical skills required. Before buying, you must audit traffic, diversify income sources, verify content quality and assess your ability to maintain and develop the site.
📚 Table of contents
What is a business based on affiliation?
An affiliate business generates income by recommending third-party products or services. You receive a commission on each sale or lead generated through your links.
Unlike dropshipping, you manage neither stock nor logistics. You create content (articles, comparisons, guides) that attracts traffic and converts into clicks.
Examples: niche sites (hiking equipment), comparison sites (insurance, telecoms), thematic blogs (personal finance). A popular model in Switzerland for its flexibility.
Income: between potential and volatility
An affiliate site's income varies greatly depending on traffic and niche. A site with 10,000 monthly visitors can generate between 500 and 3,000 CHF, depending on commissions.
Amazon offers 1-10% commission, whilst specialised programmes (finance, SaaS, insurance) pay 20-50%, or even more. Seasonality impacts results: certain months are stronger.
Diversifying affiliate programmes reduces risks. A site dependent on a single partner is vulnerable to changes in conditions.
The 5 major risks to evaluate before purchase
Acquiring an affiliate site is not without risks. The model relies on volatile external factors: algorithms, partners, content quality.
Before investing, analyse these five major risks that can transform a profitable online business into a total loss. Thorough due diligence is essential.
Here are the critical points to check systematically.
Dependency on algorithms and SEO traffic
The majority of affiliate sites depend on SEO traffic. A Google update (Core Update, Penguin) can halve traffic overnight.
Check the SEO history: has the site suffered penalties? Consult Google Search Console and analyse traffic fluctuations over 12-24 months.
Favour sites with diversified sources: organic SEO, direct traffic, social networks, newsletter. A single-source site is fragile.
Modification or termination of affiliate programmes
Partner programmes can change their conditions (commission reduction) or close without notice. This happens regularly, especially with smaller players.
Identify income concentration: if 80% comes from a single programme, the risk is high. Check the stability and reputation of partners.
Ensure viable alternatives exist in the niche. A good affiliate site has multiple commission sources.
Content quality and sustainability
Obsolete or low-quality content quickly loses its positions in search results. Google favours freshness and relevance.
Audit existing content: is it evergreen (timeless) or temporal? Do articles require frequent updates?
Anticipate editorial maintenance costs: writing, SEO optimisation, updating. A neglected site quickly loses value. Budget time or external resources.
Verification of figures and traceability
Screenshots are not sufficient. Demand direct access to affiliate programme dashboards and Google Analytics during due diligence.
Verify consistency between traffic, declared income and taxation. Inflated figures are common in online site sales.
Get support from an expert (fiduciary, lawyer) to validate financial data. Transparency is non-negotiable during an acquisition.
Technical and editorial skills required
An affiliate site is not automatic passive income. It requires skills in SEO, web writing, data analysis and conversion optimisation.
Assess your technical level: can you manage WordPress, fix bugs, optimise site speed? If not, budget for outsourcing.
Regular maintenance (content, links, updates) takes 5-15 hours per week depending on site size. Anticipate this time investment.
The real opportunities of a profitable affiliate site
Despite the risks, a well-managed affiliate site offers significant advantages. No stock, logistics or after-sales service: operational costs remain low.
Net margins reach 70-90% once hosting and tool costs are deducted. Scalability through content allows growth without proportional investment.
You can diversify income: display advertising, digital products, training. Total geographical flexibility. A good entry point for online businesses with low capital.
Evaluation criteria before acquisition
Concrete checklist: domain age (minimum 2 years), clean backlink profile (no spam), traffic source diversity, number of partner programmes (minimum 3-5).
Analyse income history over 12-24 months to identify stability. Check content quality, technologies used (CMS, plugins), and monthly costs (hosting, SEO tools).
Typical valuation: 20-40x monthly net income, depending on stability and growth. Use the Leez valuation tool and explore companies for sale.
Where to find affiliate sites to acquire in Switzerland
International platforms (Flippa, Empire Flippers) offer sites, but without local support or thorough verification adapted to the Swiss context.
Leez offers a local alternative: identity verification, enhanced confidentiality, access to a network of Swiss partners (fiduciaries, lawyers) for due diligence.
Browse companies for sale on the platform. For a first acquisition, support from local experts significantly reduces risks.
Acquiring an affiliate site can represent an interesting opportunity to generate passive income, provided you rigorously evaluate the risks. Dependency on algorithms, affiliate programme volatility and content quality are all factors that can tip a profitable project towards failure.
Before committing, systematically verify figures, analyse traffic sources, evaluate content sustainability and ensure you have the necessary technical skills. An affiliate site is not a passive investment: it requires regular monitoring and constant adaptability.
If you're looking for an online business with a more diversified business model or income less dependent on a single channel, explore the digital businesses available on Leez. You'll find varied opportunities, with verified information and a secure acquisition process.
