Affiliate marketing drives over 21% of revenue for SG brands

Brands plan to allocate between 25% and 50% of affiliate budgets to influencer-led partnerships.

Affiliate marketing has evolved into a key growth engine for Singapore-based brands, with 61% now attributing over 21% of total revenue to affiliate channels, according to partnership management platform impact.com.

The majority also reported stronger returns, with 65% seeing improved ROAS and 70% experiencing revenue growth in the past 12 months.

Budgets are following suit. 75% of brands increased affiliate spending over the past year—13% significantly—and 80% plan to raise affiliate budgets again in 2026.

Creators are emerging as a central force in affiliate strategies. 48% of brands rank creators as a high priority, with plans to allocate between 25% and 50% of affiliate budgets to influencer-led partnerships. Another 12% expect to dedicate more than 50%.

Singapore leads all markets in this shift, with a 37 percentage point increase forecasted in influencer-led affiliate investment.

As affiliate programmes mature, brands are adopting hybrid compensation models that combine flat fees with performance-based commissions. This approach balances predictability for partners with results-driven accountability.

Operationally, brands are placing greater emphasis on localised content and full-funnel partnerships, working across creators, publishers, and brand ambassadors to drive both performance and long-term brand equity.

On the other hand, budget constraints (37%) and changing consumer behaviour (37%) are the most frequently cited hurdles. Around one in four companies also struggle with the complexity of privacy regulations and tracking.

When it comes to influencer programmes, measuring long-term ROI and maintaining consistent partner communication continue to be areas of concern.