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The Power of Influence: E‑commerce Influencer Marketing in SEA 2023

October 25, 2023

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Influencer marketing has been a part of Southeast Asia’s e-commerce landscape for years. It has become increasingly relevant with the rise of the creator economy and the advent of new influencer-driven e-commerce channels like TikTok Shop.

But just how large is the influencer marketing opportunity for e-commerce in the region, and how does it work? In this research report we draw on consumer surveys, interviews with industry executives and influencers, and rigorous analysis to answer these questions and more.

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What is inside the report

  • Access new and thought-provoking insights based on consumer surveys, interviews with industry leaders and influencers, and extensive secondary research. Insights include:
  • In addition to regional trends and insights, we have also included in-depth market insights for the six largest markets in Southeast Asia.
  • The Power of Influence is made available for free with support from impact.com, the leading influencer marketing and partnerships platform in SEA.

Key Takeaways

  • Influencer marketing drives more than US$ 10bn of e-commerce sales value in 2023, making it a top 5 marketing channel.
  • Influencers are a key purchase driver, with more than 80% of consumers having purchased promoted products.
  • The largest influencers hold the highest recommendation power for consumers, besting even traditional celebrities.
  • Live selling has become mainstream, with top influencers and leading brands collaborating on platforms like TikTok and Shopee

About our Sponsor

impact.com makes high-value partnerships possible by understanding every stage of the customer journey. Learn more at impact.com

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