Thailand’s e-commerce space is not only growing, but also changing shape. Thailand E-commerce Affiliate Trends now stand at the heart of this transformation, influencing how brands advertise, how consumers shop, and how revenue flows. In 2024, the market hit 1.1 trillion baht, growing 14% from the previous year. This surge reflects not just increased digital spending but a clear shift in how brands reach consumers.
By 2025, affiliate marketing tech adoption jumped from 19% to 35%, outpacing influencer marketing, which rose more slowly from 13% to 18%. This signals a major strategic shift toward performance-based marketing, where brands only pay for results, such as clicks, sales, or leads. Let's dive deeper!
Thailand E-commerce Affiliate Trends: More Than a Craze
Affiliate marketing is not just a passing trend in Thailand. Now, it’s becoming a core strategy. Over 9 million Thai content creators are now involved in affiliate commerce. These creators act as brand amplifiers, helping businesses stand out in a crowded digital marketplace.
For many Thai companies, affiliate programs have moved from experimental to essential. Leading retailers like 7-Eleven and Lotus Online are scaling affiliate programs and cutting back on traditional ads. The reason is simple: affiliate-driven content boosts profits while allowing brands to maintain control of customer relationships.
Shifting Consumer Behavior
Consumer habits are also changing. In 2025, 83% of Thai consumers say they buy based on influencer or affiliate recommendations. This shows that trust in peer voices is replacing trust in paid ads. People are more likely to buy from a link shared by someone they follow than from a banner ad they scroll past.
This behavioral shift is driving the real revenue. In 2023, affiliate-led campaigns generated over 30% of total sales for major online retailers across Southeast Asia, including Thailand. As competition grows, these partnerships help brands capture attention and drive conversions.
Read Also: Unveiling Thailand Retail Market Trends & Opportunities
A Booming Digital Marketplace
Thailand’s e-commerce ecosystem is both vast and competitive. Platforms like Shopee, Lazada, and TikTok Shop now host over 3 million local sellers, offering more than 300 million products. For these sellers, affiliate programs are critical to breaking through the noise. Affiliates bring traffic, boost visibility, and support brand growth at a relatively low cost.
Digital ad spending in Thailand reflects this pivot. It's projected to reach 33.8 billion baht in 2024, a 16% increase from the year before. A growing portion of that budget is going to affiliate content, proving its value as a cost-effective and high-return strategy.
The Rise of Niche Affiliate Networks
Beyond mega-platforms like Shopee and Lazada, Thailand is seeing a surge in specialized affiliate networks catering to specific industries. For example:
- Travel & Hospitality: Platforms like Traveloka Affiliate partner with Thai bloggers and YouTubers to promote hotel bookings and tour packages, offering commissions of up to 8% per sale.
- Health & Beauty: Local brands such as Mistine and Sabina collaborate with micro-influencers on LINE OA and TikTok, where skincare tutorials with affiliate links drive 40% higher engagement than standard ads.
These niche networks allow brands to hyper-target audiences while giving creators more tailored monetization opportunities. For instance, a fitness influencer promoting protein supplements via an affiliate-linked Instagram Story can earn 5-15% per purchase. This is far more sustainable than one-off sponsored posts.
Read Also: Does Thailand Healthcare Market Expansion Attract Foreign Investors?
The Future of Thailand E-commerce Affiliate Trends
As mentioned in the opening, Thailand’s e-commerce space is not only growing, but changing shape. Affiliate marketing now stands at the heart of this transformation, influencing how brands advertise, how consumers shop, and how revenue flows. With a strong creator base, rising adoption rates, and clear sales results, Thailand e-commerce affiliate trends are more than just trends—they’re shaping the future of digital commerce. For brands, sellers, and creators alike, the affiliate era is here—and it’s only gaining speed.
