Lazada announces $100m annual investment in affiliate programme

Affiliate marketing drives 20% of Southeast Asia’s online sales.

Lazada has announced a $100m annual investment into its Lazada Affiliate Programme.

The goal is to scale affiliate marketing into a performance-driven growth channel across Southeast Asia.

Affiliate marketing is now a major driver of eCommerce sales, with 82% of Southeast Asian consumers in 2024 buying products based on influencer recommendations—a 3% increase from 2023.

In total, affiliate-driven campaigns contributed to around 20% of online sales in the region, generating approximately US$15 billion in Net Merchandise Value.

The investment aims to help brands and creators, both established and new, turn recommendations into revenue.

Lazada is updating the LazAffiliate Programme with features to improve usability and results. Upgrades include a redesigned affiliate interface, custom storefronts for curated product selections, and seasonal campaign accelerators that offer bonuses, higher commissions, and gamified challenges. For the upcoming 6.6 sale, affiliates can earn up to 36% commission when promoting brands through store vouchers.

A curated list of high-commission products and a real-time performance dashboard will also help affiliates focus on what sells and adjust strategies quickly.

For brands and sellers, Lazada is offering co-developed, performance-based strategies to convert influencer marketing into scalable sales.

Lazada-funded vouchers and access to a wide network of influencers, content creators, and key opinion consumers (KOCs) are part of this approach.

Starting with the 6.6 Mega Sale, the affiliate programme will include gamified challenges and a $100,000 reward pool for the top 10 affiliates in the region. Over 80 brands are participating, especially in fashion and beauty.

Jared Chan, head of regional affiliate at Lazada Group, said the investment is focused on helping creators unlock income and build stronger, more localised connections between brands and consumers.

The LazAffiliate Programme is open to everyone, with no minimum follower count.

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