impact.com, the world’s leading partnership management platform, in collaboration with Cube Asia, an e-commerce market intelligence provider for Southeast Asia, has released a new research report titled ‘E-commerce Influencer Marketing in Southeast Asia,’ which includes a deep dive into the Singaporean market.
The report examines the rapidly evolving e-commerce landscape in the region, focusing on the need for strategic differentiation in light of emerging channels, innovative platforms, and shifting consumer expectations.
It also underscores the growing importance of influencer marketing in boosting brand visibility and driving consumer engagement in this dynamic environment.
The report draws on a survey of over 400 Singaporean adults (aged 18+), as part of a larger study covering 2,400 adults across six Southeast Asian markets. It reveals that YouTube leads as the most popular platform in Singapore, used by 83% of respondents, followed closely by Facebook at 80%.
These figures are comparable to regional averages, with YouTube and Facebook used by 88% and 84% of Southeast Asian consumers, respectively. Mega and macro influencers wield the most influence in Singapore, with 48% and 46% of respondents acknowledging their impact.
However, only 67% of Singaporean respondents follow influencer recommendations, compared to the Southeast Asian average of 82%. Influencers have the most sway over purchases in the beauty and fashion sectors, influencing 57% and 55% of consumers, respectively.
“The e-commerce landscape in Southeast Asia is evolving quickly, necessitating more than just expansion—brands must now prioritise strategic differentiation,” said Antoine Gross, General Manager, Southeast Asia and India at impact.com.
“Traditional advertising is losing its edge as consumers gravitate towards more authentic and engaging content. Influencer marketing is no longer optional but essential. Our latest report shows that influencers are not just driving sales for physical products but also in high-growth areas like online travel and subscription services. The time for brands to pivot is now—those that don’t adapt to influencer marketing risk being left behind.”
Key insights for brands looking to enhance their influencer strategy include:
- Evolving Influencer Power in Singapore: Influencer recommendations remain highly influential, with 41% of Singaporean consumers placing value on these endorsements. By forming strategic partnerships with influencers, brands can increase engagement, visibility, and trust among target audiences.
- Rise of Subscription Models in Southeast Asia: Subscription services are gaining momentum across the region, with 86% of Southeast Asian consumers subscribed to at least one service. In Singapore, the Media & Entertainment sector leads the trend, with 67% of consumers subscribed. Influencers play a key role in driving this growth, extending their impact to categories such as News & Literature (86%), Pets (85%), and Health & Wellness (81%).
- Popular Travel Purchases in Singapore: Singapore leads the region in flight purchases, with 63% of consumers making a flight-related purchase in the past year. Additionally, 69% of Singaporeans have booked accommodations, and 56% have purchased activities and attractions. Overall, 90% of respondents in Singapore bought at least one travel product in the last 12 months, surpassing the regional average of 85%.
– Live Commerce Adoption and Engagement: Live commerce has gained popularity in Singapore, with 77% of consumers engaging with it on platforms such as TikTok and Facebook. Although this is lower than the Southeast Asian average of 88%, it is still significant. Singaporean consumers primarily engage with live commerce to find good deals (55%) and enjoy entertainment (55%), while 53% look for product reviews.
The report also includes detailed interviews with brands and influencers, offering deeper insights into the shifting landscape of influencer marketing.
