Elgiganten's Affiliate Program: Is There an Active Program for Creators?

Short answer

There is no confirmed, active affiliate program today that lets a creator sign up and earn commission on sales through Elgiganten.dk. A program run through the network CJ Affiliate ("Elgiganten DK PriceRunner ROI") is documented, but marked "Paused" by a third-party affiliate directory (affi.io). A Danish overview site also mentions Elgiganten among retailers found on the network Partner-ads — but this could not be confirmed directly, and Elgiganten does not appear at all in Adtraction's own brand directory. What Elgiganten does offer today is a B2B seller program (Marketplace Partner) and a retail-media advertising product for brands (Elgiganten Ads) — neither is a creator affiliate arrangement. Individually negotiated influencer collaborations exist (such as an anniversary campaign with content creator Melvin Kakooza), but these are negotiated directly and can't be signed up for.

Who is Elgiganten?

Elgiganten is a consumer electronics and large/white-goods retail chain that, per its own company history page (elgiganten.dk/om-elgiganten/historie, checked 29 August 2026), opened its first Danish warehouse in 1996 and today operates 49 warehouses in Denmark with around 2,400 employees. Elgiganten describes itself as "Denmark's leading warehouse chain for consumer electronics and large/white goods", while the wider Elkjøp Group is described on the same page as "the Nordic region's largest retail business" in the category — a description this article treats as the company's own, not as an independently verified market share. Per the English Wikipedia entry on the company, Elgiganten is part of the Elkjøp Group, owned by the UK-listed Currys plc.

That makes Elgiganten another named, Danish-rooted (though today UK-owned via Elkjøp/Currys) retailer brand within the Academy's coverage of affiliate influencer marketing in Denmark — but, as the research below shows, one of the least well-documented when it comes to an actual creator affiliate program.

Does Elgiganten have an affiliate program? Three sources, three different answers

Research for this article checked three independent sources for an Elgiganten affiliate program, and they don't agree:

Partner-ads's own program page blocks direct, automated access (HTTP 403) — the same limitation several earlier Academy articles on Danish affiliate programs (Matas, Saxo.com, Coolshop.dk) have already run into — so a possible Elgiganten listing there could neither be confirmed nor ruled out directly in this research. The honest conclusion is: there is no confirmed, active, open affiliate program for Elgiganten today. The closest thing to a documented program (CJ Affiliate / PriceRunner ROI) is paused, and a second possible route (Partner-ads) can neither be confirmed nor excluded without direct access to the network's own dashboard.

That's a different finding from the other named Danish retailer programs the Academy has covered. Matas and Saxo.com both have a confirmed active program through at least one network. Elgiganten doesn't — only a confirmed inactive program and one unresolved lead.

Elgiganten Marketplace Partner: a B2B seller program, not a creator program

Elgiganten runs its own "Marketplace Partner" program (elgiganten.dk/partner), where companies can apply to sell their own products through Elgiganten.dk's webshop — described on Elgiganten's own page as access to "18.9 million potential customers" across the Nordics. An interested company applies by emailing marketplace@giganten.dk, after which Elgiganten processes the application and activates a dashboard for approved partners, who upload products and manage orders themselves, optionally via an API integration or third-party solutions like Sharespine or Sello.

It's important to keep this separate from a creator affiliate program: a Marketplace Partner is a product supplier selling physical goods through Elgiganten's platform — not a content creator linking to Elgiganten's existing range for commission. The two require different applications, different prerequisites (a Marketplace Partner needs its own products to sell), and have nothing to do with each other beyond sharing the word "partner".

Elgiganten Ads: retail media for brands, not for individual creators

Elgiganten also offers a separate advertising product, "Elgiganten Ads" (elgiganten.dk/erhverv/ads), aimed at brands and suppliers rather than individual creators. Per Elgiganten's own description, the product covers Sponsored Product Ads ("powered by Criteo Sponsored Products"), which place products prominently for shoppers during the comparison phase, and Display Banners ("powered by Google Ad Manager"), premium placements across Elgiganten's site. It's positioned as a way for a brand to reach shoppers on Elgiganten's e-commerce platform and in physical stores — funded entirely from a brand's own advertising budget, not a performance commission paid to individual creators. A creator looking for a way to earn commission on Elgiganten sales can't use Elgiganten Ads for that — it's a different market, aimed at companies' marketing budgets, not at content creators' own channels.

Individually negotiated campaigns: the only confirmed creator connection

The only form of collaboration with content creators this research could confirm directly is individually negotiated, briefed campaigns. One example, found via press coverage, is a large anniversary campaign built around content creator and personality Melvin Kakooza to mark Elgiganten's 30th anniversary — a nationwide gameshow concept, not something a creator can sign up for or apply to through an ordinary affiliate flow. Elgiganten also retains the media agency Carat for traditional media buying across the Nordics (per Dansk Markedsføring), but this research found no mention of influencer or affiliate marketing in that context — it appears to cover traditional media placements only.

That matches a pattern the Academy has already seen with Matas: a well-known named brand can easily have individually negotiated campaigns and brand partnerships even when it doesn't (or only uncertainly does) have a self-serve, open affiliate program. The difference is that Matas's open program could be confirmed as active — Elgiganten's could not.

Decision framework

IF you're looking for a performance-based, self-serve way to earn commission on electronics and appliance sales → Elgiganten isn't the place to start right now; use a program this research could confirm as active instead, such as Matas (beauty) or Coolshop.dk (broader electronics and home range).

IF you already have a relationship with Elgiganten you'd like to formalize → reach out to Elgiganten directly (e.g. via its marketing or press contacts) about a briefed, individually negotiated campaign, rather than looking for a sign-up flow that isn't confirmed to exist today.

IF you sell your own physical products and don't do content marketing → the Marketplace Partner program is relevant, but it's a seller arrangement, not an affiliate arrangement; apply via marketplace@giganten.dk.

IF you represent a brand that wants to advertise on Elgiganten's own platform → Elgiganten Ads is the relevant entry point, but again: it's a B2B advertising product, not a creator commission arrangement.

IF the CJ Affiliate program reopens → confirm the current rate and cookie window directly with CJ Affiliate before building content or a budget around it; a "Paused" status can change without notice.

Worked example (hypothetical): the cost of waiting on a program that isn't active

The numbers below are invented to illustrate an opportunity cost — they are not confirmed Elgiganten figures, not a Make Influence customer case, and reuse only already-confirmed figures from another named Danish program for comparison.

Assume an electronics creator spends 3 hours a month checking whether Elgiganten's CJ Affiliate program has reopened, instead of spending those same 3 hours producing content for a program that's already confirmed active. Had the creator instead spent that time on Matas's confirmed Adtraction program (10% commission, 7-day cookie window) and, using the same assumptions as the Academy's own Matas article, generated 300 clicks with a hypothetical average order value of DKK 350 and an 8% conversion rate, that would work out to 300 × 8% = 24 sales × DKK 350 × 10% = DKK 840 in commission for the month. Waiting on a program that's paused with no disclosed reopening date, the real earnings over the same period are DKK 0. The point isn't the specific krone figure — it's invented and simply reuses the Matas example's assumptions — but that a "Paused" status carries a real opportunity cost, one that's often easier to see once it's set against a program that's actually active.

Common mistakes

• Assuming that because Elgiganten is a large, well-known chain, an active affiliate program must exist. Size and brand recognition aren't the same as a confirmed, active performance program — see H&M and ASOS's similarly unconfirmed Danish coverage in the checklist for whether a retailer's affiliate program is worth a creator's time.
• Confusing the Marketplace Partner program with a creator affiliate program. One is a seller arrangement for companies with their own products; the other would be a commission arrangement for content creators linking to Elgiganten's existing range.
• Confusing Elgiganten Ads with a creator product. It's a retail-media advertising product aimed at brands' marketing budgets, not a revenue source for individual creators.
• Building content or a budget around a "Paused" program without confirming a reopening date. A paused status can in principle last indefinitely.

Make Influence's operational perspective

Make Influence doesn't have a documented customer case with Elgiganten and doesn't run an affiliate or Marketplace arrangement of the kind described here. Our general experience researching named retailer programs for the Academy is that a missing or paused program is often just as important to document honestly as an active program with a high rate — a creator who spends time looking for a program that genuinely isn't available right now loses that time to content that could have gone toward a program that actually pays. That's exactly the kind of research we'd do ourselves before recommending a creator or a brand prioritize a specific program.

FAQ

Does Elgiganten have an affiliate program?

Not a confirmed, active one. A program with CJ Affiliate ("Elgiganten DK PriceRunner ROI") is documented but marked "Paused" by a third-party directory (affi.io). A possible Partner-ads listing could neither be confirmed nor ruled out, and Elgiganten doesn't appear in Adtraction's own brand directory.

What's the difference between Marketplace Partner and an affiliate program?

Marketplace Partner is a seller arrangement: a company with its own physical products can apply to sell them through Elgiganten's webshop. An affiliate program would instead pay a creator commission for linking to Elgiganten's existing range. The two have nothing to do with each other beyond the word "partner".

Can I earn money as a creator through Elgiganten Ads?

No. Elgiganten Ads is a retail-media advertising product aimed at brands and suppliers who want to advertise on Elgiganten's own platform — not a revenue source for individual content creators.

How do I get a collaboration with Elgiganten as a creator?

The only confirmed route found in this research is a direct, individually negotiated campaign — like the anniversary collaboration with Melvin Kakooza — rather than a sign-up flow. Reach out to Elgiganten directly, e.g. via its marketing or press contacts.

Why can't the Partner-ads listing status be confirmed?

Partner-ads's own program page blocks direct, automated access (HTTP 403) — the same limitation several earlier Academy articles on Danish affiliate programs (Matas, Saxo.com, Coolshop.dk) have run into. Only a secondary mention on a Danish overview site could be found, not Partner-ads's own confirmation.

Is "Paused" the same as "closed for good"?

Not necessarily — a paused status can in principle be temporary. This research found no disclosed reopening date, though, so it should be treated as inactive until confirmed otherwise directly with CJ Affiliate.

How does Elgiganten compare with other named Danish programs the Academy has covered?

Worse than most: the checklist for whether a retailer's affiliate program is worth a creator's time assumes an actually active program as its first step — something Elgiganten doesn't meet today, unlike Matas or Coolshop.dk.

Is Elgiganten a Danish company?

Elgiganten opened its first Danish warehouse in 1996 and describes itself as Denmark's leading warehouse chain for consumer electronics and large/white goods, but is today part of the Norway-founded Elkjøp Group, which per Wikipedia is owned by the UK-listed Currys plc.