The report not only digs deep into the Affiliate Marketing industry data in 2022, but also exploits opportunities, challenges and provides strategic forecasts for businesses to apply as a guide to "light the way" in business development.
Affiliate Report 2022 is an in-depth report made by ACCESSTRADE Vietnam to help businesses have an overview of the Digital Marketing and Affiliate Marketing market. The report not only digs deep into the Affiliate Marketing industry data in 2022, but also exploits opportunities, challenges and provides strategic forecasts for businesses to apply as a guide to "light the way" in business development.
In 2020, the Industrial Revolution 4.0 officially landed in Vietnam, causing people's consumption and shopping behavior to change rapidly. Customers began to focus on convenience, and online ordering became a trend. Up to now, affiliate has become a trend for all businesses if they want to do business in the digital age. Categories have been expanded not only in e-commerce but also in mobile offer, travel, service, finance, etc.
With strengths in efficiency and budget optimization, affiliate marketing contributes 10-15% of total revenue and sales of goods sold online for businesses. The total number of transactions (conversions) that affiliate marketing generates is about 30 million orders/month.
Notably, the number of businesses implementing Affiliate Marketing also increased sharply. It is expected that in 2023, businesses will still prioritize boosting budgets into this billion-dollar industry to optimize marketing costs, drive revenue growth, and expect to grow at least 60% compared to 2022.
By 2022, E-Commerce still maintains a growth rate of 15% - 30%. By 2025, revenue growth is expected to reach $32 billion with a growth rate of twice that of 2022. In which, sales from affiliate marketing are expected to account for about 4% of total sales of the company. retail e-commerce (B2C). The number of consumers shopping online has also increased steadily over the years. It is estimated that in 2022, the number of online shopping users will be 57-60 million, of which on average each person spends 6.1-6.6 million VND.
For popular types of publishers doing affiliate marketing, publisher review has the highest proportion with nearly 22%, followed by publisher type which is always the current market trend - influencer/KOL (proportion ~16 %), Community (15.22%), Coupon/Discount (13.19%).
In Vietnam, the financial economy is expected to recover to 5.5-6% growth and continue higher in 2023. According to a report from Visa, in 2022, Vietnam has nearly 76% of current consumers using e-wallets and the percentage of card users is even higher (80%).
Publishers participate in a diverse financial industry, the highlight in 2022 is paid traffic - accounting for nearly 37% of affiliate marketing campaigns. Following is the type of seeding group (11%) and many other types.
It is expected that in 2023, mobile ad spend will reach $362 billion. Mobile gaming is one of the most loved and lucrative industries in the region. Vietnam is the 2nd country, after China, in terms of time spent playing games on mobile. In Vietnam, revenue in the Mobile Game segment will reach US$405.90 million in 2022. Expected annual growth rate (CAGR 2022-2027) is 8.14%.
According to ACCESSTRADE, affiliate platforms account for 57.92% of the market share of affiliate Mobile apps in 2022 and tend to increase. The type of publisher that accounts for typical participation rates such as paid traffic (27%), community (13%), influencer/KOL (8%), is considered as the prominent types of publishers participating in campaigns from mobile apps.
According to D2C Vietnam, in the past year, mother and baby products (26.3%), personal care (21.2%), household appliances (12.1%), health food (11%), cosmetics (10.7%) are considered to be the best developed with the D2C model.
D2C Vietnam with a focused development strategy with core services including online and offline channels. In which, the online channel with the type of Affiliate marketing service (27.8%) is operated with various types of publishers. In recent years, D2C has been running campaigns in categories with high volume and high demand in the market.
From a mere $1.7 billion in 2016, influencer marketing skyrocketed to over $16.4 billion in 2022. According to Statista, this number is expected to grow unceasingly in the coming years and is expected to grow to $22.2 billion by 2025.
In 2022, TikTok achieved 72.1% rate of consumer attraction through affiliate marketing channels with the form of linking on TikTok bio, accounting for ¾ of the highest revenue-generating conversion rate compared to the remaining platforms ( Facebook, Instagram, Youtube). At the same time, the fashion and beauty industries are considered as trending industries with a high rate of revenue contribution from the KOC force.
In 2022, TikTok Shop transformed the usual E-Commerce model into a Shoppertainment, where customers can both shop online and have fun. TikTok research has also shown that 43% of users are interested in ads that incorporate useful content. Besides, Affiliate TikTok Shop not only creates strong conditions for the Influencer/KOC sales force, but also for sales units when it is possible to be both a seller and a creator.
Statistics on the sales day of DDAY 11/11, TikTok Shop recorded an impressive explosion in sales with a growth of 167% and sales orders increased by 156%, revenue increased by 192% with more than 300 million livestream views. on the platform. Fashion is still the #1 selling category on TikTok Shop.
The growth of affiliate marketing in recent years has attracted millions of people to join this field. As a result, the affiliate marketing community not only recorded growth in numbers, but also became increasingly optimal in terms of quality.
In 2023, affiliate marketing promises to continue to explode and grow even more. Creating creative content will become more and more important, but to be able to grow strongly and sustainably, individuals and businesses pursuing this field need to understand customer insights to create unique content but still bring a lot of revenue from exploiting the needs that users are looking for.
Source: Advertising Vietnam
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