The problem with affiliate marketing

Affiliate sales account for over one billion dollars in revenue last year, according to the folk at Marketing Sherpa, so why on Earth would I suggest that maybe, just maybe, affiliate programs aren't a smart basis for a sustainable online business?

In a word: differentiators. Successful businesses in the long term have "sustainable differentiators" so that they can not only compete effectively today, but also in the long term. If you're selling the exact same product for the exact same price as dozens or hundreds of other sites, how the heck can you possibly differentiate?

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Maybe affiliate marketing isn't such a good idea after all?