Affiliate marketing drives e-commerce in SEA amidst Facebook, YouTube usage surge: report

Singapore – Affiliate marketing is dominating in Southeast Asia’s e-commerce landscape, according to a report by commerce partnership marketing platform impact.com and e-commerce market intelligence provider Cube. The report unveils how affiliate marketing is gaining momentum as it powers influencer commerce growth.

The report by impact.com and Cube reveals a surge in the use of Facebook (91%) and YouTube (89%) across SEA, with the latter placing on top for influencer and celebrity content engagement.

Amidst shifts in consumer behaviour, 77% are seeking entertainment from influencer content, while 64% aim to learn something new. 

However, the report shows a 7% decrease in consumers being impacted by mega influencers with over a million followers compared to last year. This marks a decline in the audience’s trust for influencers due to a lack of content’s authenticity and overexposure.

Consumers are engaging with affiliate creators, with over 83% having purchased through affiliate links.

According to the report, marketplaces such as TikTok Shop, Shopee, and Lazada are seen as the top platforms for product discovery (34%), with brand websites (32%) and influencer channels (31%) following closely.

“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. Through our research with Cube, the results reinforce that performance-based marketing sits at the core of brands’ success in reaching and influencing consumers,” Adam Furness, managing director for APAC, at impact.com, said.

“Strategies such as investing in affiliate models are now becoming the foundation for sustainable and scalable growth, and we’re seeing more of this throughout the region. This year’s research then reinforces the importance of focusing on developing connections with creators in a way that drives both authenticity and measurable outcomes.”