Influencer marketing in Southeast Asia is no longer only about reach, and affiliate marketing is no longer limited to links, vouchers, and cashback. The two models are increasingly coming together as creators take on a more direct role in driving measurable sales.
This convergence is happening alongside another major shift: Generative AI is becoming part of how consumers discover products, compare options, and decide what to buy. As a result, brands are now competing not only for attention across marketplaces, search engines, and social platforms, but also for visibility inside AI-generated recommendations.
The E-commerce Influencer & Affiliate Marketing in Southeast Asia 2026 report examines how these forces are reshaping the region’s commerce ecosystem. It explores the scale of influencer and affiliate-driven sales, how consumer behaviour is changing, where AI fits into the shopping journey, and what brands, creators, platforms, and agencies should prepare for next.
The report combines Cube’s regional e-commerce estimates with consumer research across six Southeast Asian markets, perspectives from industry leaders, and expert interviews with creators, brands, platforms, agencies, and commerce enablers.
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