As costs in other marketing channels continue to climb, brands in Singapore are rethinking how they drive sustainable growth. A study by impact.com finds that affiliate marketing, driven by partnerships with creators, publishers, brand ambassadors and more, has become a core part of the modern marketing mix.
The findings form part of the ‘The Global State of Affiliate Marketing report in 2025’, which surveyed more than 1,500 marketers, creators, and publishers across eight markets, including Singapore, Australia, the US, the UK, Canada, France, Germany, and Italy.
In Singapore, insights were drawn from 60 marketing professionals overseeing affiliate programmes across startups, SMEs, and large enterprises.
The data reveals that Singapore’s affiliate landscape is entering a new phase of maturity. Affiliate marketing has evolved from a supplementary tactic into a strategic growth engine, driving measurable return on investment (ROI), revenue, and long-term business value.
Regionally, the report underscores the importance of localisation, with creators emerging as valuable full-funnel partners who deliver on both performance metrics and critical brand-building goals simultaneously.
This sentiment is reflected in the data: nearly half (48%) of brands in Singapore list creators as high priority for their affiliate marketing strategy next year and plan to allocate 25% – 50% of their affiliate budget to influencer partnerships.
Another 12% called them their top focus and plan to dedicate 50% or more of their affiliate budget to creators. Influencer-led affiliate growth is also expected to rise the most (+37pp) in Singapore compared to the other markets surveyed.
“As customer acquisition costs keep rising, creators have become one of our most effective performance channels,” said Sarah Ann Lim, Global Partnership Manager, Affiliates & Creators at Castlery.
“We’re seeing real ROI from partnerships that combine creative storytelling with measurable outcomes and we’ve evolved our compensation model to reflect that.”
Confidence in the affiliate channel remains strong in Singapore, with three in four (75%) brands increasing their investment over the past year as they seek cost-effective alternatives to other marketing channels. Of these, 62% reported a slight increase while 13% expanded significantly.
The impact is clear: 61% of brands now attribute more than 21% of their total revenue to affiliate marketing, 65% have seen stronger returns on ad spend (ROAS) and 70% reported revenue growth in the past 12 months. Looking ahead, 80% of brands in Singapore plan to increase their affiliate budgets in 2026, underscoring growing trust in the channel’s efficiency and long-term value.
As affiliate marketing matures, brands are also rethinking how they structure and reward partnerships. Many are moving away from one-size-fits-all compensation models and adopting hybrid approaches that combine flat fees with commissions, balancing predictability and performance.
How marketers are redefining affiliate success
Despite the optimism, challenges persist. Budget constraints (37%) and shifting consumer behaviour (37%) remain top hurdles for Singaporean marketers, with one in four struggling with increasing complexity around data privacy and tracking.
For those expanding their influencer partnerships, measuring long-term ROI and maintaining consistent partner communication remain top operational challenges.
Still, the momentum is clear. Singaporean marketers are building richer, data-led ecosystems that connect brands with creators, media publishers, and commerce platforms, prioritising business impact over impressions. Brands expanding internationally are also investing in partner enablement, training, and compliance monitoring to strengthen global trust and consistency.
“The data shows a major shift in mindset. Brands in Singapore are reallocating budgets based on what is driving measurable, cost-effective growth,” said Adam Furness, Managing Director APJ at impact.com.
“Affiliate marketing has evolved from transactional relationships into strategic partnership programmes. We’re seeing marketers build sophisticated partner ecosystems that deliver across the entire funnel.”
As affiliate marketing continues to prove its worth as a cost-effective, results-driven channel, it is set to become an even more central pillar in how brands in Singapore navigate the increasingly competitive digital economy.
As costs in other marketing channels continue to climb, brands in Singapore are rethinking how they drive sustainable growth. A study by impact.com finds that affiliate marketing, driven by partnerships with creators, publishers, brand ambassadors and more, has become a core part of the modern marketing mix.
The findings form part of the ‘The Global State of Affiliate Marketing report in 2025’, which surveyed more than 1,500 marketers, creators, and publishers across eight markets, including Singapore, Australia, the US, the UK, Canada, France, Germany, and Italy.
In Singapore, insights were drawn from 60 marketing professionals overseeing affiliate programmes across startups, SMEs, and large enterprises.
The data reveals that Singapore’s affiliate landscape is entering a new phase of maturity. Affiliate marketing has evolved from a supplementary tactic into a strategic growth engine, driving measurable return on investment (ROI), revenue, and long-term business value.
Regionally, the report underscores the importance of localisation, with creators emerging as valuable full-funnel partners who deliver on both performance metrics and critical brand-building goals simultaneously.
This sentiment is reflected in the data: nearly half (48%) of brands in Singapore list creators as high priority for their affiliate marketing strategy next year and plan to allocate 25% – 50% of their affiliate budget to influencer partnerships.
Another 12% called them their top focus and plan to dedicate 50% or more of their affiliate budget to creators. Influencer-led affiliate growth is also expected to rise the most (+37pp) in Singapore compared to the other markets surveyed.
“As customer acquisition costs keep rising, creators have become one of our most effective performance channels,” said Sarah Ann Lim, Global Partnership Manager, Affiliates & Creators at Castlery.
“We’re seeing real ROI from partnerships that combine creative storytelling with measurable outcomes and we’ve evolved our compensation model to reflect that.”
Confidence in the affiliate channel remains strong in Singapore, with three in four (75%) brands increasing their investment over the past year as they seek cost-effective alternatives to other marketing channels. Of these, 62% reported a slight increase while 13% expanded significantly.
The impact is clear: 61% of brands now attribute more than 21% of their total revenue to affiliate marketing, 65% have seen stronger returns on ad spend (ROAS) and 70% reported revenue growth in the past 12 months. Looking ahead, 80% of brands in Singapore plan to increase their affiliate budgets in 2026, underscoring growing trust in the channel’s efficiency and long-term value.
As affiliate marketing matures, brands are also rethinking how they structure and reward partnerships. Many are moving away from one-size-fits-all compensation models and adopting hybrid approaches that combine flat fees with commissions, balancing predictability and performance.
How marketers are redefining affiliate success
Despite the optimism, challenges persist. Budget constraints (37%) and shifting consumer behaviour (37%) remain top hurdles for Singaporean marketers, with one in four struggling with increasing complexity around data privacy and tracking.
For those expanding their influencer partnerships, measuring long-term ROI and maintaining consistent partner communication remain top operational challenges.
Still, the momentum is clear. Singaporean marketers are building richer, data-led ecosystems that connect brands with creators, media publishers, and commerce platforms, prioritising business impact over impressions. Brands expanding internationally are also investing in partner enablement, training, and compliance monitoring to strengthen global trust and consistency.
“The data shows a major shift in mindset. Brands in Singapore are reallocating budgets based on what is driving measurable, cost-effective growth,” said Adam Furness, Managing Director APJ at impact.com.
“Affiliate marketing has evolved from transactional relationships into strategic partnership programmes. We’re seeing marketers build sophisticated partner ecosystems that deliver across the entire funnel.”
As affiliate marketing continues to prove its worth as a cost-effective, results-driven channel, it is set to become an even more central pillar in how brands in Singapore navigate the increasingly competitive digital economy.
