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Social shopping sites convert about 3 percent to 4 percent of clicks into sales, he said. These customers, on the other hand, “are not concentrated just on buying stuff online.”

Editorial sites, such as blogs, news sites and online magazines, convert about 3 percent of clicks into sales, according to Skimlinks.

“We think publishers should just be focusing on their content,” Mr. Stepniewski said. “So they just write about what they know, what they’re good at. You focus on your content, and we will find all the relevant stuff and help you monetize that.”

Merchants in the fashion industry tend to pay the highest affiliate commissions at 10 percent to 20 percent. Sporting goods merchants pay 5 percent to 10 percent. General shopping merchants, such as department stores, pay about 5 percent. Consumer electronics merchants pay about 2 percent to 8 percent. Travel merchants pay about 2 percent to 3 percent.

“We want to make publishers more money by helping them optimize their websites,” Mr. Stepniewski said.