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GoMore and Too Good To Go both run a refer-a-friend program where an existing user can invite a friend and earn a bonus for it — but that isn't the same thing as an affiliate program. An affiliate program typically requires its own sign-up, pays a percentage of the sale, and is tracked through a network's tracking link; a referral program is a flat, one-off bonus between two users, accessed inside the ordinary account with no application. Neither GoMore's nor Too Good To Go's own referral amount could be confirmed directly on the company's own page in this research.
GoMore and Too Good To Go both run a refer-a-friend program where an existing user can invite a friend and earn a bonus for it — but that isn't the same thing as an affiliate program. An affiliate program typically requires its own sign-up, pays a percentage of the sale, and is tracked through a network's tracking link; a referral program is a flat, one-off bonus between two users, accessed inside the ordinary account with no application. Neither GoMore's nor Too Good To Go's own referral amount could be confirmed directly on the company's own page in this research.
"Refer a friend" and "affiliate program" are often used interchangeably, because both involve a personal link and some form of reward. But they solve two different business problems and are built differently: a referral program exists to turn existing, satisfied customers into a free sales channel among their own circle; an affiliate program exists to pay an external party — typically a content creator or publisher — to drive new, trackable sales at scale. The broader background on how affiliate programs work and are taxed in Denmark is covered in affiliate influencer marketing in Denmark. Five concrete differences decide which of the two you're actually looking at:
| Property | Referral program (GoMore, Too Good To Go) | Typical affiliate program |
|---|---|---|
| Access | Any existing user/customer, no application | Requires network sign-up or an application, often with approval |
| Payout structure | Flat amount or voucher per successful referral | Percentage of the sale amount (commission) |
| Scalability | Built for one-to-one recommendation between friends, not an audience | Scales in principle with reach — more followers can mean more clicks and sales |
| Tracking | Account-level inside the app, no cookie window | Tracking link or cookie through a network, with a reporting dashboard |
| Public distribution | Often restricted by the terms (see below) | The whole point of the link — it's built to be shared widely |
GoMore is a Danish peer-to-peer car-sharing and leasing marketplace, founded in Copenhagen in 2005 by Søren Riis and Matias Møl Dalsgaard while they were studying philosophy together in Germany, according to The Local Denmark's 2015 coverage. The company started as a spare-time project, expanded its team in 2011, and received business angel investment in 2013, after which the founders went full-time. GoMore's headquarters is on Kompagnistræde in Copenhagen today, and the company states it has more than 3 million members across Denmark, Sweden, Spain, Finland, Austria, Estonia and Switzerland.
GoMore's referral program is accessed inside a user's own account — via the profile icon and the "invite friends" menu item — and requires no separate application beyond being an app user. Several independent third-party sites that themselves exist to distribute referral codes (including topparrain.com, invitation.codes and refer.guide) put the amount at around €20–25 per successful referral, with some disagreement between sources over the exact figure and the split between car rental and ridesharing. This amount could not be confirmed directly on GoMore's own page in this research: GoMore's help center (help.gomore.dk) could not be reached directly, and the two specific coupon help pages that were checked directly made no mention of a referral program at all. The current amount should therefore be confirmed directly inside GoMore's own app before anyone builds content or an expectation around it.
Too Good To Go is a Danish-founded app against food waste, founded in Copenhagen in 2015 by a team of Danish entrepreneurs, according to Wikipedia — Thomas Bjørn (Momsen), Klaus Bagge Pedersen, Adam Sigbrand and Brian Christensen are named as founders, and the app launched in Denmark in early 2016. The app lets restaurants and shops sell surplus food cheaply through "Surprise Bags" or parcels, instead of throwing it away.
The app's "Refer a Friend" feature is shared as a personal link from the profile menu. According to Too Good To Go's own help articles (accessed via search results, since direct fetching of the pages was blocked in this research — see the caveat below), the friend must be a brand-new user, and the reward — a "voucher" — is only released once the friend completes their first purchase of a Surprise Bag or parcel, not at sign-up. That's an important detail: the mechanic is designed to reward a real, completed action by the friend, not just a click or an account creation.
Beyond the friend-to-friend program, Too Good To Go itself states that a bonus is also available for every new partner business referred that starts saving surplus food through the app. That's a structurally different arrangement from the friend-to-friend voucher — the target is businesses, not individuals — and the two shouldn't be confused, even though both are called a form of "referral."
Source caveat: both Too Good To Go's help center (tgtg.zendesk.com) and the company's own promotion-and-referral terms page (toogoodtogo.com/en-us/business-promotion-and-referral-terms) blocked direct fetching in this research (HTTP 403 and 429, respectively). The description above is built on search results that quote the named help articles directly — but the actual voucher amount didn't appear in the available excerpts and is therefore not stated here.
Based on the Academy's earlier review of Peloton, which also runs a pure customer referral program side by side with a separate, open affiliate program, three things decide which one you're looking at: an application or sign-up process separate from ordinary customer status, a commission calculated as a percentage of the sale rather than a flat one-off amount, and a tracking dashboard run by a network. Peloton meets all three for its separate, open affiliate program (run through Impact.com), but none of them for its customer referral program. Neither GoMore nor Too Good To Go showed any sign in this research of a separate, open affiliate program alongside the referral scheme — only the referral program itself is confirmed to exist.
IF you're a creator considering GoMore's or Too Good To Go's referral link as a revenue source → treat it as a one-off perk between individuals, not a scalable commission channel. The amount is flat, not percentage-based, and there's no confirmed tracking dashboard or reporting to build a business around.
IF you're considering sharing the link broadly on social media or in paid content → check the terms directly first. Comparable referral programs (e.g. Oura Ring's, confirmed directly on the company's own terms page) explicitly prohibit publicly posting the link in forums, coupon sites and social media. This research couldn't confirm whether GoMore's or Too Good To Go's own terms contain a similar restriction — but the absence of a confirmation isn't the same as a permission.
IF you're a brand considering expanding a customer referral program to also cover content creators → a separate, genuine affiliate program solves that problem better than trying to scale a friend-to-friend mechanic up to an audience it wasn't built for.
IF you're unsure whether a brand's "refer a friend" scheme is actually an affiliate program in disguise → check the same three things as above: a standalone application process, a percentage-based commission, and a network's tracking dashboard. All three present means an affiliate program; none of them means a plain referral program.
The figures below are made up and for illustration only — they are not a Make Influence customer case, and they deliberately use the highest figure from the third-party sources' range for GoMore (€25), since it was never confirmed directly by GoMore itself.
Assume a Danish creator with 50,000 followers posts their personal GoMore referral link once. Assume (hypothetically) a 2% click-through rate, and that 10% of those who click go on to sign up and complete a qualifying car transaction: 50,000 × 2% = 1,000 clicks × 10% = 100 successful referrals. At €25 per referral, that's 100 × €25 = €2,500 — paid as a one-off sum for this single post, with no ongoing commission on any future rentals those same 100 people might go on to make. Compare that to a confirmed affiliate commission elsewhere in the Academy series, where every new sale through the same link triggers a fresh, percentage-based commission for as long as the link is used — the structural difference isn't the size of the figure in this one example, but that an affiliate link keeps paying for repeat sales, while a referral link typically only pays for the first, successful introduction itself.
Make Influence doesn't have a documented customer case with either GoMore or Too Good To Go and doesn't run any campaign or affiliate arrangement with either company. Our operational experience reviewing this kind of "refer a friend" scheme for the Academy series is that the same three questions almost always settle the matter in under a minute: is there a standalone application process separate from ordinary customer status, is the amount a percentage of the sale rather than a flat one-off figure, and is there a tracking dashboard run through a network? When the answer is no to all three — as it is for both GoMore and Too Good To Go in this research — it's a customer perk, not a content channel, regardless of how many followers you have to share it with.
Not confirmed in this research. The only confirmed program is a customer-to-customer referral program, accessed via the app's profile menu — not a separate, open affiliate sign-up.
The amount varies across the third-party sources checked (typically cited as €20–25 per referral) and couldn't be confirmed directly on GoMore's own page in this research. Check the current amount directly in the app before building anything around it.
You share a personal link from the app's profile menu. The reward — a voucher — is only released once the friend completes their first purchase of a Surprise Bag or parcel, not at sign-up itself.
It's designed as a one-off bonus between two users, not a scalable commission structure — there's no confirmed percentage-based commission or tracking dashboard for either one.
Yes — a bonus for referring a new partner business, separate from the ordinary friend-to-friend voucher.
This research couldn't confirm whether GoMore's or Too Good To Go's own terms allow it. Comparable programs, like Oura Ring's, explicitly prohibit it — so check the terms directly before building content around the link.
When three things are present at once: a standalone application or sign-up process, a commission calculated as a percentage of the sale, and a tracking dashboard run by a network. See Peloton for an example of a company running both side by side.
Yes. GoMore was founded in Copenhagen in 2005, and Too Good To Go was founded in Copenhagen in 2015.
Use the Academy's checklist for evaluating an affiliate program — but note it assumes an affiliate program actually exists to evaluate in the first place, which neither GoMore nor Too Good To Go has shown any sign of in this research.
That's a related but separate question — see what happens when a loyalty or referral program and an influencer's commission both trigger on the same sale for the three concrete places they can actually collide.
Yes — Lunar runs its own flat, one-off "invite a friend" bonus alongside a separate, confirmed open affiliate program via Adtraction, a clearer positive case than GoMore's or Too Good To Go's. See Lunar's referral bonus and affiliate program for the full breakdown, including why promoting either arrangement doesn't trigger Denmark's finfluencer rules.
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