Affiliate marketing continues to entrench itself as a core performance channel in Southeast Asia, according to new research from impact.com and e-commerce intelligence firm Cube.
The report focuses on the rise of influencer commerce, powered increasingly by affiliate partnerships. Over 83% of consumers in the region have now purchased through affiliate links.
Facebook and YouTube remain dominant platforms, with 91% and 89% of users engaging on them respectively. YouTube tops the list for influencer and celebrity content. But audience behaviour is shifting. While 77% seek entertainment from influencer content and 64% want to learn, trust in mega influencers is declining. Engagement with creators who have over a million followers has dropped by 7% compared to last year.
Instead, consumers are leaning into more authentic creator relationships. TikTok Shop, Shopee, and Lazada are leading platforms for product discovery (34%), followed by brand websites (32%) and influencer channels (31%).
The report underscores that the affiliate model is evolving beyond a conversion tool into a broader strategy for content-driven commerce.
“As consumer behaviour in Southeast Asia continues to evolve, brands need to shift away from traditional influencer models and vanity metrics, and instead embrace long-term partnerships that influence genuine purchase behaviour," said Adam Furness, APAC managing director at impact.com. “Strategies such as investing in affiliate models are now becoming the foundation for sustainable and scalable growth."
Brands looking to grow in this region should consider affiliate marketing high on their list of top strategies, based on these findings.
