Singapore Brands Report Higher Returns as Affiliate Budgets Shift to Creators
Singapore brands report 65% improved ROAS as affiliate marketing drives revenue and CMOs prioritize the creator economy.
Affiliate marketing now drives more than 21% of total revenue for 61% of Singapore-based brands, according to new data from partnership management platform impact.com. The shift comes as companies redirect budgets toward creator-led partnerships and hybrid compensation models that blend flat fees with performance-based commissions.
The revenue gains are translating into stronger returns. 65% of Singapore brands reported improved ROAS through affiliate channels over the past 12 months, while 70% saw overall revenue growth. Budget allocations are following the performance data, with 75% of brands increasing affiliate spending in the past year and 80% planning further increases through 2026.
Creators Claim Growing Share of Affiliate Investment
Nearly half of Singapore brands (48%) now rank creators as a high priority in affiliate strategies, with plans to allocate between 25% and 50% of affiliate budgets to influencer-led partnerships. Another 12% expect to dedicate more than half of their affiliate spending to creator programs.
Singapore leads all APAC markets in this budget shift, with a 37 percentage point increase forecasted in influencer-led affiliate investment. The emphasis on creators reflects their performance advantages, with micro and nano influencers delivering up to 7% engagement rates and 11 times higher ROI compared to traditional ads in Southeast Asian markets.
Furniture retailer Castlery transitioned to hybrid creator compensation models that combine creative storytelling with tracked affiliate links, driving measurable ROI and sustained revenue growth. Beauty brand Skin Inc and food company Royco similarly used live commerce with nano-influencers for real-time product demos, achieving higher trust and conversion rates.
Leighton Cosseboom
Hybrid Models Balance Predictability with Performance
As affiliate programs mature, brands are adopting payment structures that combine flat fees with performance-based commissions. This approach provides income predictability for creators while maintaining results-driven accountability for brands.
The operational focus extends beyond compensation mechanics, though. Brands are emphasizing localized content and full-funnel partnerships, working across creators, publishers, and brand ambassadors to drive both immediate performance and long-term brand equity.
Regional e-commerce platforms are accelerating the shift. Lazada and Shopee expanded creator-led affiliate programs using shoppable videos and tracked links, contributing to 83% consumer purchase rates via affiliate channels across Southeast Asia. In Thailand, nine out of 10 top TikTok Shop creators function as "Key Opinion Sellers," blending entertainment with direct sales.
Leighton Cosseboom
Tracking Complexity and Compliance Remain Challenges
Despite strong performance metrics, operational hurdles persist. Budget constraints and changing consumer behavior each affect 37% of brands. One in four companies struggles with the complexity of privacy regulations and tracking requirements.
For influencer programs specifically, measuring long-term ROI and maintaining consistent partner communication continue to present difficulties. Singapore's IMDA guidelines enforce transparent disclosure requirements for influencer-led affiliate campaigns, adding compliance layers to creator partnerships.
The 2026 budget trajectory suggests continued investment in creator-led affiliate models, with brands balancing performance accountability against the need for authentic content and sustainable partner relationships.
As regional platforms integrate commerce functionality with content creation tools, the line between affiliate marketing and influencer partnerships continues to blur across Southeast Asian markets.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
