E-commerce major Lazada is investing $100 million annually into its affiliate programme in Southeast Asia to further drive revenue, according to a company announcement.
The Alibaba-owned company said its annual investment into LazAffiliate Programme aims to transform affiliate marketing into a scalable, results-driven engine for growth across the region.
Affiliate marketing now accounts for roughly 20% of Southeast Asia’s online sales, or $15 billion in net merchandise value (NMV), according to Lazada.
The region’s consumers are increasingly influenced by digital content, with 82% having purchased a product based on an influencer recommendation in 2024, up from 79% the previous year.
“Lazada is committed to enabling influencers and content creators across Southeast Asia to unlock new income streams and scale their impact,” said Jared Chan, Head of Regional Affiliate, Lazada Group.
Per the announcement, the upgraded programme offers a new incentive structure and advanced features aimed at content creators—from top-tier influencers to everyday shoppers—helping them better monetise their reach.
Features include curated storefronts, high-commission product listings, and real-time performance dashboards. Affiliates promoting brands during major campaigns like 6.6, 11.11, and 12.12 will be eligible for bonuses and commissions of up to 36%.
Lazada, which was founded in Singapore in 2012 and acquired by Alibaba four years later, is among the top e-commerce players in the region with a presence in the top six markets.
In March last year, Lazada received another $230 million in capital infusion from its parent company, Alibaba. It was the Chinese tech behemoth’s first capital injection in Lazada in 2024 following its $1.8-billion total infusion in 2023, as the Singapore-listed e-commerce firm continues to face competition from rivals.
Alibaba, which gained control of Lazada in 2016, injected $634 million in December last year. In 2022, it pumped more than $1.6 billion into Lazada in over three tranches.
