Affiliate marketing fuels influencer commerce growth in SEA

YouTube leads in influencer engagement.

Affiliate marketing is now a major driver of influencer commerce growth in Southeast Asia, according to the 2025 “E-commerce Influencer Marketing in Southeast Asia” report by impact.com and Cube.

The report, based on insights from over 2,400 consumers, creators, and industry professionals across Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines, shows a clear shift: brands are moving away from traditional influencer strategies and embracing performance-based models focused on authenticity and measurable outcomes.

Social media usage remains high, with Facebook (91%) and YouTube (89%) leading the region. YouTube has the highest engagement for influencer and celebrity content. But trust in mega-influencers is falling.

Only 59% of consumers say they are influenced by creators with over one million followers—a 7% drop from last year. In contrast, micro and nano influencers are maintaining stronger levels of trust, as audiences seek more relatable and authentic content.

Consumers are increasingly drawn to shoppable content. Product links shared by creators (31%) and platform-run deals (30%) outperform brand promotions or influencer posts without direct purchase links. This shows that audiences want convenience and direct paths to purchase.

Key Opinion Sellers (KOS)—creators who combine entertainment and commerce—are growing fast. On TikTok Shop in Thailand, 9 out of 10 top creators are KOS, reflecting a broader regional trend toward creator-driven sales content.

Affiliate marketing is now mainstream. 83% of consumers have made purchases through affiliate links. The beauty and fashion categories lead, with 62% and 54% of respondents respectively saying they’ve bought products through affiliate sellers.

Platforms like TikTok Shop, Shopee, and Lazada offer affiliate commissions from 4% to 13%, making them attractive for creators. Beauty products consistently offer the highest rates.

Moreover, marketplaces are now the top channel for product discovery (34%), followed by brand websites (32%) and influencer channels (31%). This highlights the growing role of commerce platforms as content and conversion hubs.

The report urges brands to prioritise smaller, trusted influencers, invest in affiliate-driven strategies, and tap into marketplace platforms for discovery and conversion. The message is clear: performance matters, authenticity sells, and affiliate marketing is leading the way forward in Southeast Asia.