Affiliate marketing emerges as a major growth engine for Singapore brands: report

Singapore – As advertising costs continue to climb, brands in Singapore are turning to affiliate marketing as their next big growth driver. 

According to The Global State of Affiliate Marketing 2025 report by impact.com, three in four brands have increased investment in affiliate programmes over the past year, making it one of the country’s fastest-maturing marketing channels.

The report, based on insights from 1,500 marketers across eight markets including Singapore, reveals a sharp rise in confidence. 

Nearly half (48%) of Singaporean brands now rank creators as a top priority for 2026, with many allocating up to half of their affiliate budgets to influencer partnerships. 

A further 12% plan to dedicate more than 50%, reflecting the growing power of creator-led performance marketing.

“As customer acquisition costs keep rising, creators have become one of our most effective performance channels,” said Sarah Ann Lim, global partnership manager, affiliates and creators at Castlery. 

“We’re seeing real ROI from partnerships that combine creative storytelling with measurable outcomes and we’ve evolved our compensation model to reflect that,” Lim explained. 

Interestingly, impact.com’s findings show that 61% of brands now attribute more than one-fifth of their total revenue to affiliate marketing, with 65% reporting stronger returns on ad spend and 70% seeing revenue growth over the past 12 months. 

Looking ahead, 80% plan to further increase affiliate budgets in 2026, underscoring the channel’s growing role as a core performance pillar.

“The data shows a major shift in mindset. Brands in Singapore are reallocating budgets based on what is driving measurable, cost-effective growth,” said Adam Furness, managing director APJ at impact.com. 

“Affiliate marketing has evolved from transactional relationships into strategic partnership programmes. We’re seeing marketers build sophisticated partner ecosystems that deliver across the entire funnel,” Furness asserted.