What does new customer vs. existing customer mean in affiliate marketing?

New Customer vs. Existing Customer in Affiliate Marketing
In affiliate marketing, selecdoo distinguishes between new and existing customers similarly to traditional retail. A new customer is someone who makes a purchase in a specific online shop for the very first time. This first purchase is often especially rewarded, as acquiring new customers holds high value for advertisers. An existing customer, on the other hand, has already completed at least one purchase in the shop and is therefore already known to the advertiser.
This distinction is relevant for affiliate programs because commission and compensation models are often structured differently. At selecdoo, new customer conversions are typically rewarded with higher commissions to encourage new customer acquisition. Purchases made by existing customers may also be compensated, but usually at a lower rate, since no new acquisition occurs.
This definition enables a clear segmentation of target groups and supports precise control of marketing efforts in the affiliate space. The exact definition of a “new customer” can vary by advertiser—for example, based on a specific period without purchases or through distinct identification criteria. selecdoo aligns with the definitions set by each respective partner program.