Lazada’s $100M Investment Reflects Affiliate Marketing Boom in Southeast Asia

Major eCommerce platform Lazada has announced a substantial US$100 million annual investment in its affiliate marketing program, underscoring the explosive growth and critical importance of affiliate commerce across Southeast Asia.

Affiliate Marketing’s Dominance in Southeast Asian Commerce

The investment comes as affiliate marketing has established itself as a cornerstone of Southeast Asian digital commerce. The numbers tell a compelling story: 82% of Southeast Asian consumers purchased products recommended by influencers in 2024, representing a 3% increase from the previous year. This remarkable penetration has translated into substantial economic impact, with affiliate-driven sales campaigns now accounting for approximately 20% of Southeast Asia’s entire online sales volume – equivalent to US$15 billion in net merchandise value during 2024 alone.

This scale positions Southeast Asia as a global leader in influencer-driven commerce, where personal recommendations have become as influential as traditional advertising channels.

Strategic Investment in Creator Economy

Announced at the Lazada Affiliate Southeast Asia Awards 2025 in Bangkok, the investment will transform Lazada’s LazAffiliate Program into what the company calls “a scalable, results-driven engine for growth across the region.” The initiative recognizes that affiliate marketing has evolved from a supplementary sales channel into a primary driver of eCommerce revenue.

The enhanced program introduces several key features designed to maximize creator monetisation:

• Enhanced User Experience: A redesigned affiliate channel with streamlined product selection and custom storefronts that allow creators to curate personalised shopping experiences for their audiences.
• Performance-Driven Tools: Real-time performance dashboards providing creators with detailed analytics on click-throughs, conversions, and commission earnings, enabling data-driven content strategies.
• Premium Commission Structure: During major shopping festivals like the upcoming 6.6 sale, affiliates can earn up to 36% commission on promoted products, with special bonuses and gamified challenges during peak shopping periods including 9.9, 11.11, and 12.12.

Regional Impact and Market Leadership

Jared Chan, Head of Regional Affiliate at Lazada Group, emphasised the program’s role in Southeast Asia’s broader digital economy: “We aim to cultivate a vibrant affiliate ecosystem that not only supports entrepreneurial growth but also builds more authentic, localised connections between brands and consumers.”

The investment reflects Lazada’s recognition that Southeast Asian consumers increasingly rely on peer recommendations and influencer endorsements when making purchasing decisions. This trend has created lucrative opportunities for content creators at all levels – from established influencers to micro-creators and everyday shoppers – to monetise their social influence.

For the upcoming 6.6 mega sale, Lazada is allocating US$100,000 in reward bonuses for the region’s top 10 performing creators, partnering with over 80 leading fashion and beauty brands. This initiative signals the platform’s commitment to treating affiliate marketing as a core business strategy rather than an auxiliary program.

Transforming Brand-Consumer Relationships

The affiliate marketing boom in Southeast Asia represents more than just a new sales channel – it reflects a fundamental shift in how brands connect with consumers in the region. Unlike traditional advertising, affiliate marketing leverages authentic relationships between creators and their audiences, resulting in higher conversion rates and lower customer acquisition costs for brands.

Lazada’s substantial investment acknowledges that in Southeast Asia’s diverse and relationship-driven markets, personal recommendations carry exceptional weight in consumer decision-making. The platform’s LazAffiliate Program now serves as a bridge connecting brands with a vast network of local voices who can communicate product benefits in culturally relevant and personally authentic ways.

This US$100 million commitment positions Lazada at the forefront of Southeast Asia’s creator economy boom, where affiliate marketing has become not just important, but essential for eCommerce success in the region.