The way consumers discover, research, and buy products is changing faster than ever.
AI, creators, marketplaces, and affiliate partnerships are no longer operating in separate channels—they’re becoming one connected commerce journey.
Produced in collaboration with Cube and Dentsu, this fourth annual report combines insights from more than 8,400 Southeast Asian consumers, industry leaders, and market data to reveal how AI is reshaping discovery, why trust is becoming the strongest driver of affiliate conversions, and how creators continue to influence purchasing decisions across every stage of the funnel.
Download the report to understand where commerce is heading—and how your brand can stay ahead.
3 Key insights in this research report:
- Trust drives creator commerce
Nearly half of affiliate purchases are driven by trust and validation, while only 8% of consumers trust creator recommendations less when affiliate links are present.
- AI is changing discovery, not replacing commerce
Over half of SEA consumers already use AI while shopping, yet most still complete purchases on marketplaces and brand websites.
- Creators remain the conversion engine
Two in three consumers have purchased from a creator recommendation, with creator affiliate content now one of the strongest conversion touchpoints.
