Affiliate marketing is emerging as a key force in the evolution of influencer-led commerce in Southeast Asia, according to a joint study by impact.com and e-commerce intelligence provider Cube. Now in its third year, the annual research report highlights how brands, platforms, and creators are adapting to shifting consumer demands for authenticity, value, and relevance.
Released on 18 July, the 2025 edition of the report, titled E-commerce Influencer Marketing in Southeast Asia, draws on insights from over 2,400 consumers, creators, and industry experts across Singapore, Indonesia, Thailand, Vietnam, Malaysia, and the Philippines. It outlines the state of digital commerce in the region and offers practical guidance for brands building scalable and results-driven influencer strategies.
Shifting consumer behaviour and trust
Social media continues to be a dominant channel across the region, with Facebook (91%) and YouTube (89%) retaining high usage rates. YouTube now leads in engagement with influencer and celebrity content. While entertainment remains the top reason users follow influencers, learning has grown in importance, with 64% of respondents engaging with content to learn something new.
Trust in influencers is on the decline, particularly among mega influencers with over one million followers. Only 59% of consumers reported being influenced by these creators—down seven percentage points from the previous year. Micro and nano influencers experienced smaller declines, suggesting audiences may still perceive their content as more authentic.
Product discovery is also evolving. Shoppable content and direct links from creators are proving more effective in driving purchases than traditional brand-led campaigns. The study found that 31% of consumers clicked on links shared by creators, while 30% were influenced by platform-run deals—both outperforming influencer posts without purchase links.
The rise of affiliate creators and KOS
Affiliate marketing is gaining significant traction across Southeast Asia. According to the study, 83% of consumers have made purchases through affiliate links, especially in beauty (62%) and fashion (54%) categories. Marketplaces such as TikTok Shop, Shopee, and Lazada are now key platforms for product discovery, offering commission rates between 4% and 13%, with beauty emerging as the most lucrative segment.
The report also highlights the growth of a new creator segment: Key Opinion Sellers (KOS). These influencers blend entertainment with direct product sales, a trend that is especially strong in markets like Thailand. On TikTok Shop, for example, 9 in 10 of the top creators in Thailand fall into the KOS category.
Adam Furness, Managing Director for APAC at impact.com, noted, “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.”
He added, “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.”
Platforms and enablers shape the future
The research includes interviews with influencers, agencies, and enablers to better understand the shifts taking place across Southeast Asia’s influencer marketing ecosystem. Among the most notable insights is the growing role of marketplaces not only as sales platforms but as discovery engines. Marketplaces are now the top destination for consumers to find products (34%), just ahead of brand websites (32%) and influencer channels (31%).
The findings underscore the need for brands to reframe their approach by prioritising creator partnerships that deliver performance outcomes. Long-term affiliate collaborations, especially with micro and nano influencers or emerging KOS profiles, are likely to shape the next phase of digital commerce across the region.
