The Asia-Pacific (APAC) region is home to one of the world’s most vibrant and diverse fashion markets. Fashion isn’t just about clothing here; it’s about identity, expression, and connection. With over 2.5 billion internet users, this ‘Internet Velocity Market’ offers vast opportunities for fashion brands ready to embrace the digital age.
With a combined market size projected at approximately USD 1.5 trillion, the fashion and beauty industries in the APAC underscores the e-commerce boom and the immense potential in this market. However, navigating the complexities of these markets requires more than just a traditional approach—it demands innovation, cultural sensitivity, and a deep understanding of the local consumer landscape.
The fashion market in APAC, worth nearly $500 billion, characterised by its diversity, rapid growth, and unique consumer behaviours. Unlike Western markets, which grew gradually through traditional retail stores, the APAC region jumped straight into the digital age, creating a unique landscape that’s all about e-commerce. In places like China, Japan, and South Korea, online shopping is booming, and even newer markets in Southeast Asia are quickly catching up.
China, for instance, has surpassed the US and Europe to become the world’s leading fashion shopping destination, with over 855 million online shoppers. Here, consumers are eager to explore both premium and everyday fashion, making it a market of “and” rather than “or.”
Meanwhile, Hong Kong and Taiwan, often overlooked, are key players with consumers who love luxury brands and are early adopters of trends like pre-owned fashion.
The region’s 67% e-commerce penetration rate means brands don’t need to spend time educating consumers about online shopping—they’re already there, ready to engage with brands. This borderless growth is further fuelled by “shopcations” in places like Singapore, where consumers from across the region come to experience brands in a unique, immersive way.
The APAC market is very different from the western world in terms of preferences, consumer behaviour and trends. While each sub-market in the APAC has it’s own distinct characteristics, some overarching trends are:
Nearly 48% of consumers in APAC are actively seeking out sustainable fashion brands.
Over 40% of online shoppers prefer personalized product recommendations, with brands increasingly using AI and machine learning to tailor offerings.
Over 35% of APAC consumers engage in cross-border purchases, particularly from China, South Korea, and Japan.
This diversity makes the APAC region an exciting yet challenging place for fashion brands. But with opportunity comes complexity, and that’s where affiliate marketing steps in.
Affiliate marketing offers a powerful solution to this complexity by enabling brands to partner with publishers, influencers, and other digital platforms that have strong connections with local audiences. Through these partnerships, brands find the right voices to expand their reach, drive sales, and build lasting relationships.
In APAC, where consumers are tech-savvy and highly engaged online, this approach is especially powerful. Here are 5 reasons why:
With markets as varied as Japan, China, and India, brands can leverage affiliate marketing to tailor their messaging to the specific needs and cultural nuances of each market. For instance, while Koreans have a strong affinity for luxury brands, Chinese consumers are eager for premium experiences, making targeted affiliate campaigns highly effective. The number of publishers in APAC grew from 2,722 in 2022 to 3,685 in 2024, providing brands with more localized expertise to tap into diverse markets.
With some of the highest e-commerce penetration rates in the world, APAC consumers are already comfortable with online shopping. Affiliate marketing allows brands to meet them where they are—on their favorite platforms, with content that resonates.
The rise of social selling and programmatic advertising in APAC creates new opportunities for affiliates. Platforms like WeChat, LINE, and YouTube are where fashion trends are born and spread. Affiliate marketing leverages these social spaces, turning everyday interactions into opportunities for brand engagement.
As travel becomes more accessible, consumers are experiencing global brands in new ways. Cross-border e-commerce is a growing trend in APAC, with sales projected to surpass $600 billion by 2025. Whether it’s Chinese tourists shopping in Paris or Singaporeans exploring Tokyo’s fashion districts, affiliate marketing helps brands maintain a consistent presence across borders.
In APAC, content isn’t just king—it’s the heartbeat of any successful fashion brand. By combining affiliate marketing with a strong content strategy, brands can craft narratives that go beyond selling, focusing on building deeper connections with consumers, and driving long-term loyalty and sales. In 2023, 13.26 million clicks were generated across the APAC region, a testament to the increasing engagement affiliate marketing provides for fashion brands.
Our latest data from 2022-2024 highlights the significant role of affiliate marketing in driving business results for fashion brands across APAC:
The number of clicks generated through affiliate channels in APAC saw substantial growth, rising from 11.2 million in 2022 to 13.26 million clicks in 2023. For 2024, the figure currently stands at 11.8 million clicks, and with the upcoming festive season, we anticipate surpassing last year’s total. This growth underscores the value of partnering with relevant publishers and influencers to attract highly qualified traffic across APAC, enhancing your brand’s visibility and engagement in the region
The average ROAS for affiliate campaigns in APAC increased from $9.13 in 2022 to $9.55 in 2024, demonstrating that brands are earning more than $9 for every $1 spent. This growing efficiency highlights the ability of affiliate marketing in delivering strong returns on investment
Navigating cultural differences, understanding where to spend on media, and keeping up with changing consumer habits can make marketing in the APAC region tricky. But with the right affiliate marketing approach, these challenges can become opportunities:
It’s essential to understand and respect the cultural nuances in each market. By tailoring affiliate marketing campaigns to match local values and preferences, brands can connect more deeply with their audiences and see better results
Advertising spend in APAC is increasingly shifting toward performance-based channels such as affiliate marketing, social media, and influencer partnerships. These channels focus on measurable results like cost-per-acquisition (CPA) and return on ad spend (ROAS), allowing brands to maximize their budgets and ensure they only pay for outcomes. By integrating affiliate marketing into your media strategy, you can drive more efficient spending and optimize results
In places like Japan and Southeast Asia, influencers have a huge impact on what people buy. By working closely with local influencers through affiliate marketing, brands can navigate the complex digital world and reach their target audience more effectively
The APAC fashion market is ripe with opportunity, and success in this diverse region demands innovative strategies. As the region continues to grow and evolve, affiliate marketing, especially when backed by strong partnerships, offers a powerful tool for brands to thrive in this competitive landscape.
This is where the partnership between Tyroo and CJ comes into play. By combining CJ’s international tech capabilities with Tyroo’s deep knowledge and localized solutions, we are offering an unmatched opportunity for fashion brands to scale their presence across the region. This collaboration forms the most expansive partnerships-based performance marketing network in APAC, with a reach of over 1 billion digital consumers monthly and 14+ billion shopping interactions annually.
With the Tyroo | CJ partnership, fashion brands and influencer agencies have access to a broad network of over 350,000 active publishers and affiliate partners across APAC. This opens doors to high-quality collaborations with influencers, content creators, and comparison platforms that can amplify your brand’s presence and impact. Fashion brands utilizing CJ’s platform in APAC have reported an average Return on Ad Spend (ROAS) of $9.55 in 2024, a significant increase from $9.13 in 2022. This means for every $1 spent, brands receive over $9 in return.
With access to a vast network of publishers and advanced tools for tracking, optimization, and insights, fashion brands can now create more effective, performance-driven campaigns. As APAC continues to emerge as the world’s largest digital advertising market, Tyroo|CJ stands at the forefront, ready to help brands unlock new levels of success in this dynamic region.
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