In the previous post, we shared five key criteria to determine whether a business is truly ready to partner with an eCommerce marketing agency with commission-based model: data transparency, long-term thinking, lean operations, data-driven decision-making, and an open, collaborative mindset.
But readiness alone isn’t enough. The harder question is: among the businesses that meet these criteria, which ones are actually worth betting on?
Here are three key signals we use at IMP to identify the low-hanging fruits, the brands most likely to succeed with a commission-based eCommerce growth partner.
1. The product is already selling
In other words, the brand has reached Product-Market Fit with real customers, real revenue, and real demand.
We’ve worked on more than a dozen projects at the pre-revenue stage, helping refine products, redesign packaging, restructure pricing, build channels, and more. The effort was massive, but the returns often weren’t. Why?
Because at that stage, our role wasn’t a growth partner, it was closer to being a co-founder. And when equity isn’t on the table, and clients don’t have much revenue to reinvest, it becomes a tough call for both sides.
Today, IMP only takes on one or two of those early-stage “bets” at a time, mostly for the challenge and for growth as a team. The rest of our resources go to brands that have already passed specific revenue milestones, depending on the category. With a solid foundation in place, marketing becomes a true growth lever, and only then can commission-based unlock its full potential.
2. Clear headroom to scale
Just because a product is selling doesn’t mean the brand can scale.
If the market is too niche, sales will plateau quickly, no matter how good the marketing is. On the other hand, if the market is large and growing, the right strategy can unlock exponential growth.
Of course, there are exceptions. Some founders are strong in R&D and have a clear ambition to scale. They might start in a niche, but they constantly test new ideas, launch new SKUs, and explore new market segments.
For founders like that, a commission-based partner becomes even more valuable, allowing them to focus on innovation, product quality, and expansion, while the partner handles growth execution.
3. Healthy profit margins
Commission-based only works if there’s enough revenue to share. If margins are razor-thin, there’s no room for meaningful investment or for partners to get compensated fairly for their efforts.
Worse, brands with thin margins often lack the capital to invest in growth initiatives, which makes hitting larger revenue milestones even harder.
That’s why we’re selective. With limited resources and high standards, we don’t operate on volume. We don’t do half-efforts. Every partnership must be strong enough to justify the level of trust, commitment, and execution that a true agency that only earns when you earn requires.
Our 5+3 criteria aren’t just a checklist. They are how we identify breakout opportunities that can create serious growth. For the brand. And for us.
Commission-Based Marketing Agency FAQs
1. Can an early-stage brand work with a commission-based agency?
Yes, but it is usually harder. Before product-market fit, the agency may need to support product development, pricing, packaging, and channel setup, making the role closer to a co-founder than a growth partner.
2. Why does market size matter in a commission-based partnership?
Market size matters because a product can sell well but still have limited room to scale. A larger or expanding market gives the commission-based partner more opportunities to grow revenue through new customers, products, and market segments.
3. Why are healthy profit margins important for commission-based growth?
Healthy profit margins create enough room to fund growth and compensate both sides fairly. Brands with very thin margins may struggle to invest in marketing, inventory, and expansion, making sustainable scaling much harder.
