Affiliate Marketing in Singapore: How Partnerships Now Drive 21% of Brand Revenue in 2025

By Zenia Pearl V. Nicolas

Singapore’s marketing landscape is evolving fast — data, trust, and partnerships are now driving the next wave of digital growth.

Once viewed as an add-on to digital advertising, affiliate marketing has now

become one of the strongest revenue streams for Singaporean brands.

According to impact.com’s latest report, 61% of brands in Singapore now attribute more than 21% of their total revenue to affiliate partnerships  (Retail Asia).

This growth signals how performance-driven channels have evolved from “supporting” roles into strategic engines for measurable returns.

As more businesses seek cost-efficient ways to drive engagement, affiliate programs are no longer just about clicks, they’re becoming vital to conversion and long-term brand trust.

Budgets Are Rising — And Fast

Affiliate budgets are surging across the island nation. Three-quarters (75%) of Singaporean brands increased their affiliate marketing budgets in the past year, and 80% plan to expand them again in 2026 (Retail Asia).

Brands across Singapore are raising affiliate budgets to focus on performance, accountability, and measurable ROI.

The reason? Clearer ROI tracking and performance-based payouts. Newsflash Asia reports that brands are using affiliate programs to optimize spending, link directly to measurable outcomes, and reach niche audiences through trusted partners (Newsflash Asia).

The Rise of Creator-Led Commerce

Authentic voices now shape buying behavior — turning creators into Singapore’s most powerful new sales channel.

Alongside traditional publishers and comparison platforms, influencers and content creators are now central to affiliate strategies. About 48% of brands in Singapore rank creators as a top priority and plan to allocate between 25% and 50% of their affiliate budgets to influencer-driven partnerships (Retail Asia).

The shift reflects a global trend toward “creator commerce” — where authentic voices, not just algorithms, drive conversions. I

In Southeast Asia, over 80% of consumers say they’ve made purchases through affiliate links, proving that trust-based influence now converts as effectively as paid media (Asian Business Review).

Challenges in a Growing Market

Despite the enthusiasm, Singaporean marketers still face structural hurdles. Budget constraints and evolving consumer behavior each affect 37% of affiliate teams, while another quarter cites data privacy and attribution complexity as major roadblocks (Retail Asia).

Even in a fast-rising market, brands face the twin hurdles of tighter budgets and shifting consumer expectations.

To overcome these, many brands are integrating hybrid models combining flat fees with performance-based commissions and adopting AI-powered tracking tools to measure real-time ROI.

Growth Now Runs on Partnership

Affiliate marketing’s future in Singapore lies in smarter partnerships — where collaboration fuels measurable, data-backed growth.

Singapore’s affiliate ecosystem mirrors a larger global reality: growth now depends less on control and more on collaboration.

As traditional advertising faces rising costs and declining engagement, affiliate and partnership marketing provide a more transparent, relationship-driven path forward.

For Singaporean brands, this evolution marks not just a shift in tactics but a change in mindset:

From spending more, to spending smarter.

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References

Retail Asia. (2025, November 4). Affiliate marketing drives over 21% of revenue for SG brands. Retrieved from https://retailasia.com/news/affiliate-marketing-drives-over-21-revenue-sg-brands 

Newsflash Asia. (2025, November 4). Affiliate marketing drives growth for Singapore brands. Retrieved from https://www.newsflashasia.com/affiliate-marketing-drives-growth-for-singapore-brands/

Asian Business Review. (2025, July 23). Affiliate marketing fuels influencer-commerce growth in SEA. Retrieved from https://asianbusinessreview.com/news/affiliate-marketing-fuels-influencer-commerce-growth-in-sea