07/12/2025

ON SUNDAY December 7, 2025 theSunday Special XI

í¨œvȌ vÀ§ŒÈŒÀà ÀŒÃšv½Œ 9v¨vâÜvƺà ˆœ—œÈv¨ Œƒ³®³ â BY DAYANA SOBRI

A VPDUWHU VSHQG IRU EXVLQHVVHV Ȧ OLDWH PDUNHWLQJ DOVR R̆ HUV EXVLQHVVHV a performance-based alternative at a WLPH ZKHQ PDUNHWLQJ EXGJHWV DUH XQGHU scrutiny. “Both big brands and local businesses LQ 0DOD\VLD DUH WXUQLQJ WR Ḋ OLDWH PDU NHWLQJ 6PDOOHU EXVLQHVVHV FDQ SDUWQHU with community voices to reach niche audiences without large ad spend, while larger brands can scale partnerships using technology to measure and optimise results,” he explained. “

T HE Malaysian digital economy has experienced several major shifts in recent years – from the e-commerce boom during the pandemic to the rise of live streaming and social commerce. Among WKHVH GHYHORSPHQWV Ḋ OLDWH PDUNHWLQJ had quietly moved from the sidelines WR EHFRPH D VLJQL¿FDQW IRUFH LQ VKDSLQJ how Malaysians discover, evaluate and purchase products online. T R EHWWHU XQGHUVWDQG ZK\ Ḋ OLDWH PDU NHWLQJ ZDV JDLQLQJ PRPHQWXP DQG ZKDW it meant for consumers, businesses and LQGLYLGXDOV VHHNLQJ DGGLWLRQDO LQFRPH Adam Furness, managing director for $VLD 3DFL¿F DQG -DSDQ DW LPSDFW FRP shared his insights. Furness, who had spent more than 16 \HDUV ZRUNLQJ ZLWK WHFKQRORJ\ DQG PHGLD brands in the region, explained that his focus was on helping companies grow in smarter and more sustainable ways. At impact.com, he oversaw efforts to UHVKDSH KRZ EUDQGV ZRUNHG ZLWK GL̆ HUHQW SDUWQHUV ± IURP LQÀXHQFHUV DQG SXEOLVK HUV WR FXVWRPHUV DQG Ḋ OLDWHV ± HQDEOLQJ them to connect with consumers through PRUH DXWKHQWLF DQG H̆ HFWLYH FKDQQHOV W KDW Ḋ OLDWH PDUNHWLQJ UHDOO\ PHDQV F RU WKRVH XQIDPLOLDU ZLWK WKH WHUP Ḋ OL DWH PDUNHWLQJ LV D SDUWQHUVKLS LQ ZKLFK businesses reward trusted third parties for directing customers to their products or services. “ $IILOLDWH PDUNHWLQJ SXW VLPSO\ LV when businesses partner with trusted third parties, who have access to their customers, to refer to their products and services. The business then rewards these partners with a commission for every sale driven. At its heart, it is about turning trusted word-of-mouth into measurable business outcomes,” Furness explained. He described it as a “win–win–win” model: consumers received trusted rec ommendations, publishers or creators earned money for their performance and businesses only paid for results. A FFRUGLQJ WR )XUQHVV Ḋ OLDWH PDUNHW ing resonated with Malaysians because it combined two values that mattered deeply: trust and convenience. “ ,Q 0DOD\VLD DIILOLDWH PDUNHWLQJ LV WDNLQJ RII EHFDXVH LW EOHQGV WKRVH WZR WKLQJV SHUIHFWO\ $̇ OLDWHV KDYH EHFRPH a powerful growth driver as people want authentic recommendations before they EX\ 6KRSSHUV DUH QR ORQJHU MXVW ORRNLQJ at ads – they want to hear from real SHRSOH ZKHWKHU LW LV FUHDWRUV RQ 7LN7RN or reviewers on comparison sites,” he said. Research supported this trend. Surveys indicated that 86% of Malaysians have purchased something through affiliate OLQNV ZLWK IDVKLRQ DQG EHDXW\ OHDGLQJ the way. “This shows that people rely on trusted recommendations to discover new prod XFWV DQG PDNH SXUFKDVHV ´ KH DGGHG

Affiliate marketing is about turning

trusted word of-mouth into measurable business outcomes.”

shoppers turn to honest reviews, recom mendations and real experiences from creators or peers. When trust is estab lished, it builds confidence for repeat purchases and even long-term loyalty. “People trust people more than they trust brands. A well-positioned ad might show a product in its best light, but a personal review or recommendation feels real and relatable,” he added. In Malaysia, where community-driven GHFLVLRQ PDNLQJ SOD\HG D VWURQJ UROH this reliance on social proof became SDUWLFXODUO\ LQÀXHQWLDO Social media platforms are central to this transformation. With features such DV 7LN7RN 6KRS DQG

Furness pointed out that the rapid DGRSWLRQ RI DIILOLDWH OLQNV LQ 0DOD\VLD UHÀHFWHG EURDGHU VKLIWV LQ FRQVXPHU EH haviour. Consumers spend more time on social media and e-commerce platforms DQG WKH\ DUH LQÀXHQFHG E\ ZKDW RWKHUV say online. “It is not just about discounts anymore. Trust and transparency matter even more. Our research shows that 52% of Malaysians cite strong recommendations as a purchase driver, compared to 45% who point to price cuts,” he said. Fashion and beauty remained the most popular categories for affiliate-driven purchases, partly because they are highly YLVXDO DQG ZHOO VXLWHG WR SODWIRUPV OLNH 7LN7RN ,QVWDJUDP DQG

Furness

This model appealed to companies because it tied expenditure directly to outcomes such as sales or sign-ups. L RRNLQJ DKHDG )XUQHVV VXJJHVWHG that Malaysian shopping habits would become even more social, mobile-first and community-driven. Consumers would increasingly expect recommendations from trusted sources, whether nano LQÀXHQFHUV OLYH VHOOHUV RU SHHUV “ 3ODWIRUPV OLNH 7LN7RN 6KRS DQG Shopee Live are already blurring the lines between entertainment and shopping,” he noted, predicting that this trend will intensify. For businesses, this shift meant that partnerships with creators need to be come a long-term strategy rather than an afterthought. F RU 0DOD\VLDQV H[SORULQJ Ḋ OLDWH PDU NHWLQJ )XUQHVV UHFRPPHQGHG VWDUWLQJ with products or categories they genuinely use and enjoy. Ȧ OLDWH PDUNHWLQJ LV DERXW WXUQLQJ HY eryday recommendations into measurable outcomes – while empowering consum HUV FUHDWRUV DQG FRPSDQLHV DOLNH :LWK Malaysia’s strong social media culture and community-driven shopping habits, Ḋ OLDWH PDUNHWHUV PLJKW ZHOO HPHUJH DV WKH QH[W LQÀXHQWLDO SOD\HUV LQ WKH QDWLRQ¶V digital economy.