Coolshop.dk's Affiliate Program: How a General Danish E-Commerce Retailer Pays Creators

Short answer

Coolshop.dk — one of Denmark's largest general e-commerce retailers, covering gaming, electronics and home goods — runs its own affiliate program, which the company describes on its own affiliate page (coolshop.dk/minisite/t/affiliate). According to a third-party affiliate directory (affi.io), the Danish program specifically runs through three networks: Daisycon (4.5% commission, 7-day cookie window), Adtraction (rate not disclosed, 15-day cookie window) and Salestring.com (rate and cookie window not disclosed). Coolshop's own page also names Partner-ads as an entry point, but this research could not confirm whether that listing is still active specifically for the Danish market.

What is Coolshop.dk?

Coolshop was founded in 2002 by brothers Mike and Mark Nielsen, shortly followed by Jacob Risgaard (known from the Danish TV show "Løvens Hule", the Danish Shark Tank) as co-owner, according to Wikipedia's own entry on Coolshop Holding. The company, which operates the store under Entertainment Trading A/S, is headquartered in Nørresundby and built a new 22,000 m² warehouse and headquarters in 2024. Per the same source, the holding company owns 75% of Entertainment Trading A/S, while the remaining 25% is owned by Heartland A/S — the investment company behind Danish businessman and Bestseller owner Anders Holch Povlsen, who (according to regional outlets TV2 Østjylland and FrederikshavnsAvis) took the stake through his company Brightfolk A/S. Coolshop sells a broad range — video games, electronics and "much more" per the company's own Wikipedia entry — and has expanded into Iceland, England, Germany and the Netherlands.

That makes Coolshop a different kind of named program from what the Academy has covered so far: where Matas is a single-vertical beauty chain and Saxo.com is a bookshop, Coolshop is a general e-commerce retailer with no single clear content niche — which in practice means the program fits broadly across many different creator niches (gaming, tech reviews, "good deals" content), but is also harder to build one narrow content format around.

Networks: what does Coolshop itself say, and what does an independent directory say?

Coolshop's own affiliate page describes the program briefly: sign up via Daisycon or PartnerAds, receive a confirmation email, log in and pull banners in various formats. The page doesn't state a specific commission rate and describes signup as "no strings attached" (uforpligtende). That's a primary source for the program's existence and how to join it — but not for the actual rate.

An independent third-party affiliate directory (affi.io) gives a more detailed, though not fully consistent, picture specifically for the Danish market:

That last point is a genuine, unresolved discrepancy: Coolshop's own page names PartnerAds as one of two entry points to the program, but affi.io's list of active Danish networks for Coolshop doesn't include Partner-ads among the confirmed-active ones — and Partner-ads's own program page (partner-ads.com/dk/showprogram2.php?id=7665) blocked direct, automated access (HTTP 403) in this research, the same limitation several earlier Academy articles on Danish affiliate programs have hit. It can't be determined here whether the Partner-ads entry point is still active, has closed, or is simply not reflected in affi.io's directory — confirm directly inside Partner-ads's own dashboard before building content or a budget around that specific entry point.

Also note that Coolshop appears as a separate program on several international networks (including FlexOffers) under the domain coolshop.com — a different market from coolshop.dk. This article covers specifically the Danish market (coolshop.dk); always confirm which country-specific program and domain a given network actually covers before signing up.

Decision framework

IF you already have access to Daisycon through another program → Coolshop's Daisycon entry point is the best-documented option for the Danish market (confirmed rate and cookie window).

IF your content has a long consideration window (e.g. a larger electronics purchase) → Adtraction's 15-day cookie window fits better than Daisycon's 7 days, even though the rate isn't disclosed — confirm it before choosing.

IF you're already signed up with Partner-ads through another Danish program → check your own dashboard for an active Coolshop listing yourself, rather than assuming based on Coolshop's own page wording.

IF you create content in a specific niche (gaming, tech) → consider whether a more niche-specific program gives a better audience match than a general retailer like Coolshop.

Worked example (hypothetical)

The numbers below are invented to illustrate the difference between the two confirmed cookie windows — they are not confirmed Coolshop figures and not a Make Influence customer case.

Assume a tech creator generates 150 clicks on a Coolshop affiliate link in a given month, with a hypothetical average order value of DKK 800 and a 5% conversion rate. That's 150 × 5% = 7.5 (rounded to 8) sales × DKK 800 = DKK 6,400 in generated revenue. Through Daisycon's confirmed 4.5% rate, that yields DKK 6,400 × 4.5% = DKK 288 in commission. If the same creator instead converts an equivalent sale through Adtraction, where the rate isn't publicly disclosed, the commission amount can't be calculated the same way here — only the cookie window (15 days vs. Daisycon's 7) is confirmed. The point is that a longer cookie window in isolation can capture more delayed conversions, but it says nothing about the actual commission until the rate is confirmed.

Common mistakes

• Assuming the Coolshop.com program (e.g. on FlexOffers) is the same as the coolshop.dk program. It's the same company, but different country markets and potentially different networks/rates.
• Using Coolshop's own page's mention of "PartnerAds" as proof that listing is still active today. This could not be confirmed directly in this research.
• Choosing a network purely on cookie window length, without knowing the actual commission rate (Adtraction and Salestring.com both have unconfirmed rates).
• Assuming Coolshop fits any content niche because the assortment is broad. A broad assortment can also mean a weaker audience match than a niche-specific program.

Make Influence's perspective

Make Influence doesn't have a documented customer case with Coolshop and doesn't run an open affiliate program of the type Coolshop offers. Our general experience with broad, general e-commerce retailers as affiliate targets is that the wider assortment can be a strength for reach, but makes it harder to build one sharp content format around the program, compared to a single-vertical retailer like Matas or Saxo. We recommend confirming the current rate directly inside the network you actually sign up with — Coolshop's own page wording and a third-party directory like affi.io are a good starting point, but not a substitute for the network's own dashboard.

FAQ

Does Coolshop.dk have an affiliate program?

Yes. Coolshop's own affiliate page describes signing up via Daisycon or PartnerAds. An independent directory (affi.io) also confirms active Danish listings with Daisycon (4.5%, 7-day cookie), Adtraction (rate not disclosed, 15-day cookie) and Salestring.com.

What commission rate do I get as a Coolshop affiliate?

4.5% is confirmed for Daisycon's Danish program. Adtraction's and Salestring.com's rates aren't publicly disclosed and should be confirmed directly inside the network's own dashboard.

Are Coolshop.dk and Coolshop.com the same program?

Same company, but not necessarily the same program — Coolshop appears separately on international networks like FlexOffers under the domain coolshop.com, a different country market from coolshop.dk. Always confirm which domain and market a given network covers.

Is the Partner-ads entry point to Coolshop still active?

This could not be confirmed in this research. Coolshop's own page names PartnerAds as an entry point, but Partner-ads's own program page blocked direct access (HTTP 403), and an independent directory (affi.io) didn't list it among the confirmed-active Danish networks for Coolshop. Confirm directly inside Partner-ads's own dashboard.

Who owns Coolshop?

Coolshop Holding owns 75% of the operating company that runs the store (Entertainment Trading A/S). The remaining 25% is owned by Heartland A/S, the investment company behind Bestseller owner Anders Holch Povlsen, who took the stake via his company Brightfolk A/S.

What's the difference between Coolshop's program and Matas's or Saxo.com's?

Matas and Saxo.com are both single-vertical retailers (beauty and books) with clearer content niches. Coolshop is a general e-commerce retailer with a broader assortment (gaming, electronics, home goods), giving a broader audience match but less niche focus. See Matas's affiliate program and Saxo.com's affiliate program for the full breakdowns.

Is Coolshop's program open or application-only?

Open, per Coolshop's own description — signup is described as "no strings attached" and doesn't require prior approval of a specific application, beyond the ordinary network signup with Daisycon or Adtraction. See open vs application-only affiliate programs for the full distinction.

How does Coolshop's program compare with other named Danish programs the Academy has covered?

Use the checklist for whether a retailer's affiliate program is worth a creator's time for a systematic comparison. Coolshop scores confirmed on rate (Daisycon) and partially on Danish coverage, but lower on "one unified program" — it's fragmented across several networks, and at least one of them (Partner-ads) is unresolved.

Are Partner-ads and Adtraction different kinds of networks generally?

Yes — Partner-ads is Danish-owned, Adtraction is a publicly listed Swedish network. See Partner-ads vs. Adtraction compared for fee models and a general decision framework.