A study by impact.com and Cube Asia reveals how influencers and emerging e-commerce dynamics are reshaping Singapore and the broader Southeast Asian landscape
impact.com, a leading partnership management platform, in collaboration with Cube Asia, an e-commerce market intelligence provider for Southeast Asia, released a new research which delved into the evolving e-commerce landscape in Southeast Asia
The report titled ‘E-commerce Influencer Marketing in Southeast Asia,’ including the Singaporean market, highlighted the strategic differentiation required due to new dynamics like emerging channels, innovative platforms, and changing consumer expectations. It also explores the growing significance of influencer marketing in driving brand visibility and consumer engagement amidst these shifts.
Trends in Southeast Asia
The report includes insights from a survey of over 400 Singaporean adults (aged 18+), part of a broader study involving 2,400 adults across six Southeast Asian markets. It reveals that YouTube is the most popular platform in Singapore at 83%, followed closely by Facebook at 80%.
These figures are not too far from the Southeast Asian averages, where YouTube is used by 88% of consumers and Facebook 84%.
Influencer impact
Mega and macro influencers are the most influential in Singapore, with 48% and 46% of respondents noting their impact respectively.
However, the influencer impact in regards to purchase recommendations in Singapore is lower than the Southeast Asian average, with 67% following influencer recommendations compared to 82% regionally. Influencers maintain the strongest impact on beauty product and fashion purchases, impacting 57% and 55% of respondents, respectively.
“In Southeast Asia, the e-commerce landscape is shifting rapidly, moving beyond mere expansion to a critical need for strategic differentiation. Traditional advertising channels are losing their impact as consumer attention shifts to more authentic and engaging content. Influencer marketing is no longer just an option—it’s a necessity. Our latest report reveals a powerful truth: influencers are driving conversions not just in physical goods, but also in high-growth sectors like online travel and subscription services,” said Antoine Gross, General Manager, Southeast Asia and India, at impact.com.
“Through multiple consumer surveys and expert consultations with top brand marketers and creators, we’ve uncovered that the recommendation power of influencers is reshaping the way brands connect with audiences in Singapore and across the region. The time to act is now. Brands that fail to pivot to influencer marketing risk being left behind.”
Key takeaways
Key takeaways for brands looking to develop or enhance their influencer strategy include:
- Evolving influencer recommendation power in Singapore
In Singapore, influencer recommendations continue to hold significant sway, with 41% of consumers valuing these endorsements. This suggests that by strategically partnering with influencers brands can drive substantial engagement, enhance their visibility and ultimately build trust among their target consumers. - Rise of subscription models in Southeast Asia
Subscriptions have become a prominent business model across various industries, with 86% of SEA residents now subscribed to at least one service.In Singapore, Media & Entertainment leads the subscription trend with 67% adoption. Influencers play a crucial role in driving subscription growth in this category, and their impact extends to other areas such as News & Literature (86%), Pets (85%), and Health, Wellness & Food (81%). - Popular travel purchases in Singapore
In the travel industry, Singapore tops the region for flight purchases, with 63% of Singaporean consumers making a purchase in the past year. Within Singapore, accommodation bookings rank highest with 69%, while activities and attractions are bought by 56% of consumers. Additionally, 90% of respondents have purchased at least one travel product in the past 12 months, exceeding the Southeast Asian average of 85%. - Live commerce adoption and engagement in Singapore
Live commerce has gained traction across e-commerce and social media platforms, with 77% of Singaporean consumers using at least one platform, though this is lower than the Southeast Asian averages of 88%. TikTok and Facebook are the most popular platforms, each used by 49% of users. Singaporean consumers primarily engage with live commerce content to find good deals (55%), which is also the leading reason for engagement across SEA. Other motivations include enjoying entertainment (55%), and reading product reviews (53%).
In addition to comprehensive surveys, the report features in-depth interviews with brands and influencers, providing a deeper understanding of the evolving landscape of influencer marketing. The full research report, “E-commerce Influencer Marketing in Southeast Asia 2024,” is available here.
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