Affiliate marketing is becoming a crucial growth strategy for brands in Singapore, as revealed by a new report from impact.com. The Global State of Affiliate Marketing Report 2025 highlights that 75% of brands in Singapore have boosted their affiliate marketing investment over the past year, seeking cost-effective and measurable growth solutions amidst rising marketing costs.
The report, which surveyed over 1,500 marketers, creators, and publishers across eight markets, including Singapore, shows a significant shift towards affiliate marketing. In Singapore, 61% of brands now attribute more than 21% of their total revenue to affiliate marketing. Additionally, 65% of brands reported stronger returns on ad spend, and 70% experienced revenue growth in the past 12 months.
A notable trend is the increasing focus on creator partnerships, with nearly half of the brands planning to allocate 25–50% of their affiliate budgets to creators next year. Influencer-led affiliate growth is expected to rise by 37 percentage points, the highest among the surveyed markets. Sarah Ann Lim, Global Partnership Manager at Castlery, noted, “As customer acquisition costs keep rising, creators have become one of our most effective performance channels.”
The report also indicates a shift in partnership models, with brands moving from flat fees to hybrid reward structures that combine commissions with performance-based incentives. Despite challenges such as budget constraints and data privacy concerns, Singaporean marketers are building sophisticated ecosystems that connect brands with creators and media publishers.
Adam Furness, Managing Director APJ at impact.com, stated, “Brands in Singapore are reallocating budgets based on what is driving measurable, cost-effective growth.” As affiliate marketing continues to demonstrate its value, it is poised to become a central pillar in the digital strategies of Singaporean brands.
