Marketing campaigns that use search ads, social media, and content marketing can be costly—and it takes trial and error to figure out which ones are worth it.
But what if you only paid when an ad delivered actual sales? That’s the beauty of affiliate marketing, in which you partner with social media influencers, bloggers, or podcast hosts to promote your product. You create a unique link to your ecommerce store that the affiliate shares with their audience, and you pay a commission only when a customer clicks or buys.
“One of the best things about affiliate marketing is that it’s performance-based, so you’re not wasting money on ads that might not work,” says Cristy Garcia, chief marketing officer at Impact.com.
Brands and affiliate marketers alike are reaping the benefits. The affiliate-marketing industry is forecast to reach a value of $12 billion in 2025.
Affiliate marketing trends to leverage in 2025
- Customers are highly informed but more skeptical than ever
- Customers demand mobile-first affiliate experiences
- Video commerce and livestream affiliate shopping
- Privacy-first tracking and cookie deprecation
- Sustainability and cause-driven partnerships
- Diversified affiliate models beyond influencers
- AI and dynamic program optimization
- Convergence of affiliate and influencer marketing
Customers are highly informed but more skeptical than ever
Multiple generations of buyers, including millennials and Gen Z, use the internet and social media to inform their shopping and purchase decisions.
“Today’s buyers are the most informed in history,” Cristy says. “They’re technologically savvy, regularly use various social media platforms, browse multiple websites, and are accustomed to consuming large amounts of content every day.”
Included in all that content? Lots of ads—so much that many people consider ads as little more than digital noise. Cristy says traditional ads have become ineffective, more expensive, and even annoying. Instead, many potential customers seek social proof and recommendations from trusted sources like content creators—which is why affiliate marketing strategies often work so well.
But ecommerce companies should take care in selecting their affiliate partners. The ideal affiliate is trusted by your target audience and feels like an authentic fit with your brand’s values and image.
Customers demand mobile-first affiliate experiences
The majority of affiliate-driven clicks now occur on mobile devices, making mobile optimization critical for affiliate programs. Ensure your landing pages and checkout flows are mobile-responsive and fast-loading to minimize friction. Features like one-click checkout and native app deep links can boost mobile conversion.
Video commerce and livestream affiliate shopping
Live commerce is surging. By 2026, it is estimated that sales from livestreams will make up more than 5% of all ecommerce sales in North America. Partner with affiliates who host livestreams on TikTok Live or Instagram Live and provide exclusive discount codes to track performance.
“The affiliate marketing landscape was once limited to specific platforms like email, social media, and blogs,” Cristy says. “But with technological advancements and a bit of creativity, anyone can become an affiliate, regardless of whether they have established media properties.”
Privacy-first tracking and cookie deprecation
With the deprecation of third-party cookies by major browsers, affiliate marketers must adopt privacy-first tracking solutions. To maintain attribution accuracy, consider first-party data collection and cookieless tracking like email lists and affiliate links.
Sustainability and cause-driven partnerships
Consumers are increasingly loyal to brands that align with their values—66% say they will pay more to purchase from sustainable brands. Collaborate with eco-focused affiliates to showcase your sustainability initiatives, such as recycled-material products or “trees planted per sale” impact metrics in affiliate creatives.
In an example of a cause-driven partnership, Cristy cites a company selling dog treats and toys that expanded its customer base by partnering with local animal shelters. People who adopted a dog from the shelters received a free box of treats from the company, and inside was a QR code that they could scan to sign up for a subscription box.
The company gained new customers, and shelters earned a small commission from each conversion—a success that spurred brand partnerships with animal shelters in other locations.
Diversified affiliate models beyond influencers
The typical affiliate partners are content creators, influencers, and bloggers. But maybe you’d also like to work with community leaders, develop a mutually beneficial co-marketing strategy with another company, or simply try something that doesn’t allow for an embeddable link.
The good news is that your affiliate marketing budget is not just for digital channels—you can partner with affiliates who don’t use online platforms.
Polysleep leverages referral-driven affiliate marketing even after purchase. “We work with a partner called FriendBuy. Whenever someone purchases from us, they’re going to get a post-purchase call from our customer service to thank the person and give them the opportunity to monetize a referral,” says Polysleep co-founder and CEO Jeremiah Curvers. “And they could do that very easily using FriendBuy. If they refer a friend and that email address is used, they’re going to get a $25 to $50 gift card.”
Jeremiah says that some customers are so good at referrals, Polysleep pushes them toward its affiliate program, where they earn a percentage of the sales generated.
🌟Affiliate programs are growing fast. Learn how to set up an affiliate program for your store, step by step.
AI and dynamic program optimization
As with traditional marketing efforts, you can track, tweak, and optimize affiliate campaigns over time. New AI marketing tools make this easier than ever. Consider partnering with management platforms that offer these advanced features to inform your strategic approach.
For example, Cristy says AI can automate much of the deep work of vetting affiliate partners. AI tools can perform searches across the online world to identify the right partners for your brand, including checking the potential affiliate’s previous brand connections and activities to ensure they align.
Cristy’s firm, Impact, worked with small-appliance maker SharkNinja, which leveraged several of these affiliate marketing software features, among others, to expand its affiliate program. As a result, Cristy says, more than 900 new partners signed up with SharkNinja, generating a 30% quarter-over-quarter increase in affiliate revenue.
Convergence of affiliate and influencer marketing
These terms are used somewhat interchangeably, but affiliate and influencer marketing historically have been two discrete channels.
“Traditionally, influencer marketing has been seen as a top-of-funnel strategy focused on raising awareness and introducing new products,” says Cristy. “Affiliates are known for their expertise in driving conversions, often considered a bottom-of-funnel strategy, as they know how to promote products and attract ready-to-buy audiences.”
Over time, these two channels have converged.
“Affiliates can also generate awareness, and influencers can drive sales,” Cristy says. “The true power lies in combining these two strategies to engage consumers at every point in the funnel.”
Affiliate marketing trends FAQ
Is affiliate marketing trending in 2025?
Yes. The affiliate marketing world is expanding quickly, with the market forecast to reach $12 billion in 2025.
What will affiliate marketing look like in the next five years?
The affiliate industry is growing rapidly as more consumers seek social proof and credibility. The affiliate arena is seeing the convergence of influencer and affiliate networks. AI tools are automating many parts of the process and providing valuable insights, including identifying new potential partners and vetting their past content to ensure they’re a fit for your brand.
Why is affiliate marketing critical for ecommerce growth?
An affiliate marketing strategy is cost-effective and lower risk compared to traditional marketing. Also, affiliates and influencers give your brand exposure to new audiences and markets while also lending you the trust, credibility, and goodwill they’ve built with their followers.
