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Influencer Marketing in Southeast Asia 2025

July 17, 2025

Reported by

Sponsored By

Southeast Asia’s e-commerce market is maturing rapidly, and with it, the way brands engage consumers is changing. As platforms evolve and competition intensifies, influencer and affiliate marketing have become critical levers for discovery, conversion, and loyalty.

Our latest report, “Influencer Marketing in Southeast Asia 2025”, explores how creators, platforms, and brands are adapting in real-time. Whether you’re a marketer, business leader, or content creator, this report offers practical insights into one of Southeast Asia’s most powerful growth engines.

Now in its third annual edition, and in continued partnership with impact.com, the report draws from a large-scale consumer survey, interviews with over 30 industry leaders, and Cube’s proprietary e-commerce data to size the region’s influencer-driven economy and unpack the most important shifts shaping its future.

Get the report

What Is Inside the Report

  • Market Insights: The size and structure of Southeast Asia’s e-commerce economy and the rising impact of influencer marketing, particularly in high-growth categories like fashion and beauty.
  • Consumer Perspective: What shoppers across six Southeast Asian markets really think about influencer content, affiliate links, and what drives them to purchase.
  • Brand & Platform Strategies: A look at how brands and platforms are funding, managing, and measuring influencer campaigns—plus the rise of affiliate ecosystems on TikTok Shop, Shopee, and Lazada.
  • Affiliate Deep Dive: New benchmarking data on commission rates by platform, product category, and country—plus how attribution models differ across ecosystems.

Key Takeaways

  • Audiences are becoming more selective about who they trust. Creators who consistently demonstrate honesty, relevance, and genuine engagement will stand out in an increasingly crowded space.
  • Key Opinion Sellers (KOS) are commerce-first creators—focused on conversion, not just influence. Their role is growing rapidly, especially on platforms like TikTok Shop.
  • Over 80% of consumers in Southeast Asia have made purchases through affiliate links. Trust and authentic product recommendations play a bigger role than discounts in driving decisions.
  • By 2027, as much as 50% of digital content could be AI-generated. This shift is prompting new behaviors like creator licensing, avatar tools, and rising demand for transparently human-made content.

About our Sponsor

impact.com makes high-value partnerships possible by supporting brands across the entire customer journey, from influencers and affiliates to ambassadors and content partners. Learn more at impact.com

Access the report

Please enter your details below to receive a download link

By entering my details, I accept that I will be subscribed to Cube Asia’s newsletter and that my contact information will be shared with impact.com for marketing purposes. I can unsubscribe anytime.

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