2025年东南亚电商网红营销

Whywe wrotethis report When we launched our exploration of Southeast Asia’s e-commerce influencermarketing economy in 2023, our goal was to understand how creators drivee-commerce and why it matters. Since then, the space has continued to evolve andso has the conversation. In this third edition, we have expanded our research on affiliate marketing, a model,a model that is quickly redefining how creators, platforms, and brands worktogether. On TikTok Shop for example, creators can now inspire and convert withinthe same platform. In response, platforms like Shopee and Lazada have introducedlivestreaming, creator tools, and other social features to build similar ecosystems. The affiliate landscape is far from uniform. In this year’s report, we explore how themodel is evolving across platforms. We examine topics such as sales attribution,platform subsidies, creator incentives, payment structures, and the shiftingexpectations between brands and creators. More than 400 marketers, brand leaders, and industry professionals downloadedlast year’seditionand we’re excited to keep the conversation going. We hope thisreport offers practical insights and a clearer view of where affiliate marketing isheaded in Southeast Asia. Our sincere thanks to impact.com, the leading platformfor partnerships and influencer marketing, for their continued support in bringingthis research to life. Happy reading,Cube Content 2 3 4 Through the consumer lens:Sentiments and preferencesrelated to influencermarketing Behind the scenes:Perspectives fromInfluencers,Brands, Agencies,and Enablers Market overview:Exploring Influencers’ role inSoutheast Asia's e-commerceeconomy 2025 Spotlight: Understanding SoutheastAsia’s e-commerce affiliatemarketing ecosystem 5 Peeking into the crystal ball:Predictions fore-commerce influencermarketing Country deep-dives:Key influencer marketingmetrics for each country inSoutheast Asia A word from impact.com:Expand your reach andrevenue with diversepartnerships Our methodology Authors of this report 1. Online consumer survey :The leading market data and insights provider fore-commerce in Southeast Asia and beyond Online consumer survey of 2,400 respondents(men and women aged 18-77), focused onsentiments towards influencers and influencermarketing. Reliable and granular insights backed by more than amillion data points every week •Singapore (n=400)•Indonesia (n=400)•Thailand (n=400)•Vietnam (n=400)•Malaysia (n=400)•Philippines (n=400) 50+ specialist team members across Southeast Asia and customers inAsia, Europe, and the United States Coverage of leading e-commerce platforms in Southeast Asia; extensiveexperience in TikTok Shop market insights For more information visit us atwww.cube.asia 2. Expert Interviews In-depth interviews with industry stakeholdersand experts including a combined total of 30influencers, brand marketing leaders,representatives from enablers & agencies and e-commerce platforms. :World's leading commercepartnership marketingplatform Transforming how businesses grow by helping them discover, manage, and scale partnerships acrossthe full customer journey, from affiliates and influencers to publishers, ambassadors, and advocates. 3. E-commerce market data Today, over 4,500 global brands, including Sephora, Charles & Keith, Love, Bonito, Razer, MalaysiaAirlines, Canva, Airalo and Tops, rely on impact.com to power more than 225,000 partnerships thatdeliver significant business results. Market data by Cube, including estimatesrelated to Southeast Asia’s e-commerce marketacross various countries and categories. For more information visit us atwww.impact.com 5 KEY TAKEAWAYS 1.Audiences are becoming more selective about who they trust, placing greater value onauthenticity and honesty. As expectations rise, creators who consistently demonstrate genuineengagement and relevance will be better positioned to build lasting influence. 2.KOS are emerging as a distinct and fast-growing creator segment,especially on platforms likeTikTok Shop. Unlike traditional KOLs, who focus on storytelling, lifestyle, and brand building, KOS(Key Opinion Sellers) are performance-first creators. Their goal is not influence for its own sake;it’s conversion. 3.Affiliate marketing continues to grow, with over 83% of consumers reporting that they havemade purchases through affiliate links. Trust plays a central role in these decisions. Manyconsumers place greater weight on genuine product reviews and recommendations thandiscounts alone. 4.Marketplaces like TikTok Shop, Shopee, and Lazada offer commission rates ranging from 4 to13%, with beauty consistently offering the highest commission rates. Brand.com rates are slightlylower, typically ranging from 1 to 12% depending on country and product category. 5.By 2027, AI will make content creation mostly automatable, with up to 50 percent of digitalcontent expected to be AI-generated. This shift may lead to new behaviors such as creatorlicensing,