Before You Go vs Nunami

This is the only page on the site where the founder context shows up directly, because there's a specific reason: I co-founded the predecessor of Nunami (then called Recova) and left after a co-founder breakup. The product was doing real work for real merchants then, and the team since rebrand has continued building it. None of what follows is a takedown — it's an honest comparison from someone who's seen the architectural decisions on both sides and made different ones the second time around.

A note on credibility

Recova was started in 2022. After the team disagreement and my exit, the company rebranded to Nunami and has continued operating; the leadership today is different from the original founding group. I went on to build Before You Go specifically because I'd watched the affiliate-network model up close and wanted to try the design choices the other way: in-theme rendering instead of external pages, click-based conservative attribution instead of last-touch via an affiliate tag, flat subscription instead of commission-per-attributed-order. The page below explains those choices on their own merits. It exists because people ask the question and a real answer is more useful than a vague one.

What Nunami does

Nunami (legal entity Exceed Solutions GmbH; CEO and co-founder Malte T. Niepel) operates as a tech-publisher inside affiliate networks. Setup time is published as 7-10 days. The team is around ten people and the company is bootstrapped. The customer claim is "200+" merchants and the named accounts include SharkNinja, Tefal, Hawesko, Paul Valentine, Luftbude, and Loveco — a respectable enterprise DACH footprint.

Mechanically: a back-button click on the storefront triggers a redirect to an externally-hosted recovery page on a Nunami subdomain, populated with AI-personalized product recommendations from the merchant's catalog. Click-throughs from that page count as affiliate referrals; the resulting orders are attributed to Nunami via the affiliate network and Nunami earns a CPO commission. The whole business runs on this model.

The bet behind the affiliate-network model is that merchants prefer zero-risk pricing — no fixed cost, only pay when an order is attributed — and that the existing affiliate-network plumbing makes integration trivial.

What Before You Go does differently

Three design choices, made deliberately and with knowledge of what the other approach looks like.

Native theme rendering instead of an externally-hosted page. The recovery page renders inside the merchant's own theme — same header, footer, type, URL — through Shopify's app proxy on Shopify and through Shopware's storefront script on Shopware. The visitor never leaves the store domain. Visually and structurally it looks like a category page that quietly assembled itself around what similar visitors actually bought. The trade-off is integration complexity (a dedicated Shopify app and Shopware extension instead of a single tag), which constrains platform support to those two. The benefit is session continuity and visual coherence with the rest of the storefront, which matters more for some brands than others.

Session-based click attribution instead of last-touch via affiliate referrer. The visitor has to click a recommended product on the recovery page, and the order has to land in the same session; otherwise the order isn't counted. This is a tighter window than the affiliate-network model uses, and it deliberately undercounts. The reasoning is straightforward: attribution shows which click happened before a purchase. It doesn't prove the purchase wouldn't have happened anyway. A narrower window is closer to incremental revenue than a generous one, and the only revenue worth optimizing for is incremental revenue. (A holdout-test experiment to measure that directly is currently running; results expected mid-2026.)

Flat monthly fee instead of commission per attributed order. Pricing is $0 / $29 / $99 per month. No revenue share, no per-order commission, no contract minimum. Whatever the recovery page recovers, the merchant keeps. The trade-off here is real and worth naming: there's no zero-cost-on-zero-recovery path. A storefront with very low traffic will pay something even in a quiet month. The benefit is predictability — the unit economics are readable on a single line — and the merchant doesn't pay a percentage of revenue that may or may not have been incremental.

When Nunami is the right choice

Mid-to-large DACH merchants already running an Awin program, where the integration is genuinely one click, and the operational model fits how the affiliate team already thinks about attribution. If the rest of the storefront's spend is reported through last-touch affiliate attribution and the team trusts that as a measurement standard, aligning the recovery tool with the same model has its own value.

Also the right pick when finance strongly prefers variable to fixed cost regardless of measurement quality, and the merchant is comfortable with the recovery page sitting on an external subdomain rather than inside the storefront. Nunami's existing relationships with large enterprise DACH brands — SharkNinja, Tefal, Hawesko — also matter; for stores in similar verticals, the pre-existing knowledge of what works in those catalogs has practical value.

When Before You Go is the right choice

Storefronts that want the recovery experience to feel native and stay on-domain. Catalog brands where session continuity matters, where the URL changing to an external page would feel wrong, or where the brand's visual standards rule out a third-party-styled recovery page even one designed to match.

Also the right pick for storefronts caring more about real incremental revenue than about attributed revenue — accepting that the dashboard number will be smaller and more trustworthy in exchange for not paying commission on orders that might have happened anyway.

And it's the right pick for storefronts not in an affiliate network, with no plan to set one up, and wanting the simpler shape of a flat SaaS subscription on a Shopify app or Shopware extension rather than a publisher placement inside Awin.

Side-by-side

What I'd do

If the storefront is already inside Awin, the affiliate team is comfortable with last-touch attribution as a measurement standard, and the merchant prefers zero fixed cost over a flat subscription, Nunami is a credible pick — particularly for the kind of large DACH catalog where their existing customer base is concentrated. If what's actually wanted is a recovery page that feels native to the store, predictable monthly cost against a conservatively-counted revenue line, and the simpler operational shape of a Shopify or Shopware app, the design choices in Before You Go land closer to that. They are different products at this point, built on the same observation about back-button traffic, with different theories of what counts as a recovered order.