Lazada Invests US$100 Million as Part of Strategic Push to Strengthen Affiliate Programme and Lead Creator Commerce in the Region

• Strategic investment will boost performance-driven marketing for brands and sellers
• Affiliates to gain higher commissions and priority support ahead of mega campaigns such as 6.6 and 11.11
• New features include personalised voucher pools, custom storefronts, and performance dashboards

SINGAPORE,May 26, 2025/PRNewswire/ -- Lazada, a leading eCommerce platform, today announced anannual investment ofUS$100 millionin the Lazada Affiliate Programme ("LazAffiliate Programme"). Announced at the Lazada Affiliate Southeast Asia Awards 2025 held inBangkok, the strategic investment aims to transform affiliate marketing into a scalable, results-driven engine for growth across the region.

Today, affiliate marketing has risen to become an important driver of eCommerce sales. Research found that 82% of Southeast Asian consumers have purchased a product that was recommended by an influencer in 2024, a 3% increase compared to 2023. This high level of penetration and engagement have led to affiliate-driven sales campaigns accounting for approximately 20% ofSoutheast Asia'sonline sales orUS$15 billionin Net Merchandise Value (NMV) in 2024^[1].

Lazada's$100 millioninvestment will thus empower brands to capitalise on this strategic advantage, further reaffirming its leadership in enabling performance-based digital commerce—empowering both emerging creators and established influencers to turn recommendations into real revenue and viable income streams, while offering brands and sellers a measurable and ROI-positive sales channel.

Expanding revenue opportunities for affiliates

The revamped LazAffiliate Programme features an industry-leading incentive structure and a new suite of advanced features tailored to empower affiliates – from established influencers and creators to emerging micro-influencers ands everyday shoppers – to maximise monetisation on their platforms and amplify their impact.

The key enhancements and new features include:

• Affiliate Channel Upgrade: The refreshed affiliate channel features a more user-friendly interface which makes product selection experience more seamless and efficient.
• Custom Storefronts: Affiliates can now build their own curated product storefronts, making it easier for their followers to browse, discover and purchase endorsed items.
• Campaign Rewards Accelerators: During major online shopping festivals like 9.9, 11.11, and 12.12, affiliates will have access to special bonuses, higher commissions, and gamified challenges to boost seasonal earnings.

This upcoming 6.6.'s campaign rewards accelerator will include up to 36% commission for affiliates who promote brand partners via store vouchers.

• High-Commission Product Curation – A dedicated list of top-converting, high-commission products allows affiliates to prioritise what sells best.
• Performance Dashboard: Real-time data on click-throughs, conversions and commissions help creators fine-tune content strategies for greater ROI.

Driving ROI for brands and sellers through affiliate marketing

Lazada is also enhancing its value proposition for brands and sellers by co-developingperformance-based strategiesthat prioritisesales conversion,transforming creator collaborations into measurable, sustainable, and scalable revenue channels. Through its growing affiliate network, brands can gain access to a powerful and diverse creator ecosystem of influencers, content creators and KOCs (key opinion consumers) who driveauthentic engagement and lower customer acquisition costs.

Key partnership areas include:

• Lazada-funded store vouchers: Additional incentives on top of affiliate commissions to drive consumer purchases.
• Diverse affiliate ecosystem: A network of influencers, content creators, and key opinion consumers (KOCs) to amplify product visibility and improve product discovery.

6.6Mega Sale: Top affiliates to accessUS$100,000reward pool

Starting with Lazada's upcoming 6.6 mega sale, the affiliate programme will roll out region-wide gamified challenges and a total ofUS$100,000in reward bonuses for top 10 performing creators in the region. In partnership with over 80 leading brands across fashion and beauty, this initiative signals a new phase of collaborative brand-affiliate growth in the social commerce space.

"Lazada is committed to enabling influencers and content creators acrossSoutheast Asiato unlock new income streams and scale their impact,"saidJared Chan, Head of Regional Affiliate, Lazada Group."With this investment, 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."

LazAffiliate is Lazada's flagship affiliate programme that connects a growing network of creators – ranging from influencers and content creators to passionate everyday shoppers – with brands and sellers. By driving traffic and conversions through personalised recommendations, affiliates earn commissions for every successful sale with no cap. The LazAffiliate Programme offers ano-barrier entry into creator commerce, withno minimum following required– just share, recommend, and earn.

To learn more or join the LazAffiliate community, visit:

ID:https://lzdaff.co/LazAffiliatesApp

MY:https://pages.lazada.com.my/wow/gcp/my/aia/share-affiliate?from=promote

PH:lzd.co/LAZAFFREGISTER

SG:https://pages.lazada.sg/wow/gcp/sg/aia/share-affiliate?from=promote

TH:https://pages.lazada.co.th/wow/gcp/lazada/channel/th/marketing/Affiliate-Home

VN:https://pages.lazada.vn/wow/gcp/vn/aia/affiliate

^[1]https://impact.com/downloads/research-reports/cube-impact-SEA-influencer-marketing-research-report-0924.pdf 

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About Lazada Group

Lazada Group isSoutheast Asia'spioneer eCommerce platform. For the last 13 years, Lazada has been accelerating progress inIndonesia,Malaysia,the Philippines,Singapore,ThailandandVietnamthrough commerce and technology. Today, a thriving local ecosystem links about 160 million active users to more than one million actively-selling sellers every month, who are transacting safely and securely via trusted payments channels andLazada Wallet, receiving parcels through a homegrown logistics network that has become the largest in the region. 

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SOURCE Lazada Group