Digital sellers embrace affiliate marketing

Affiliate marketing is emerging as a powerful engine fuelling the growth of Vietnam's e-commerce sector.

- By Khanh Linh

According to the Affiliate Marketing Global Market report by Business Research Insight, released at the end of April, the global market was valued at $15.1 billion in 2024 and is projected to reach $17.42 billion by the end of 2025. By 2033, the market is expected to surpass $62 billion, registering a compound annual growth rate of 15.2 per cent.

"This momentum is driven by the accelerating expansion of e-commerce, increasing consumer reliance on peer-led content, and the growing influence of social platforms as fertile ground for targeted advertising," said the report. "Additionally, advances in AI and machine learning are enabling more effective campaign targeting and performance optimisation."

Crucially, Asia is becoming a key driver of this growth. The report highlights that countries such as China, India, and those in Southeast Asia are seeing rapid internet adoption and rising mobile commerce, setting the stage for a dynamic affiliate marketing ecosystem.

Vietnam, in particular, is riding this wave of transformation. As outlined in the Affiliate Marketing Report 2025 by AccessTrade, released in January, e-commerce has become the central pillar of affiliate marketing strategies in both Vietnam and the broader Asia-Pacific region.

The report estimates that Vietnam's affiliate marketing reached between $700 million and $1 billion in 2024, representing a potential 30-fold increase compared to 2022.