Practice · Commerce Growth
Affiliate Partnerships
We design and install affiliate programs as operating systems: partner architecture, attribution model, commercial structure and operating cadence.
Where your team isn't ready to own the program yet, we run it until the handover.
Built for brands moving across markets
Take your Asian brand where you have no presence.
Chinese, Korean and Japanese brands know how to manufacture and list on marketplaces. What they lack is local demand outside the platform walls. We build the affiliate distribution that turns listings into locally discovered brands, across the US, Europe, Australia and Southeast Asia.
Enter Southeast Asia without flying blind.
Marketplace-native programs on Shopee, Lazada and TikTok Shop, with local creator and publisher activation, and the cultural and platform fluency that a desk in another region doesn't have.
Scale from one Southeast Asian market to many.
Already established in Singapore or Malaysia? We build the affiliate engine that takes you into Indonesia, Thailand, Vietnam and the Philippines without rebuilding the operating rhythm each time.
Incrementality first, not last click
Most affiliate programs reward intent, not influence. The dominant attribution model credits whoever was last in the click path, usually a coupon site or deal aggregator the buyer was already heading to. The publishers and creators driving demand earlier in the journey get nothing.
We design programs the other way round: incrementality measurement first, commission logic that rewards genuine influence, and tracking set up correctly from day one.
What we work on
Affiliate marketing
Programs built for incremental revenue: recruitment, commission logic, attribution and tracking, set up locally, regionally or internationally depending on your scope.
Influencer partnerships
Performance-based creator programs across Instagram, YouTube and TikTok, with compensation matched to creator tier and objective: fixed fee, commission or hybrid.
TikTok affiliate
Full program management on TikTok Shop: open collaborations for reach, closed collaborations with top-tier creators, built for the platform's actual conversion mechanics.
Marketplace programs
Affiliate on Shopee, Lazada and TikTok Shop, either through the platforms' own affiliate tools or a custom system alongside them, with direct publisher relationships.
Amazon affiliates
Direct-to-store programs for brands selling on Amazon US, EU and APAC: publishers linking to your store and earning commission on your products only.
Performance PR
Editorial coverage with affiliate attribution attached, so the press mentions that drive demand show up in your performance reporting.
Platforms we work across
Impact · Awin · Partnerize · CJ · Rakuten Advertising · Optimise · Involve Asia · PartnerBoost · TikTok Shop · Shopee AMS · Lazada Affiliate · Amazon Associates
Case study · A Resonate engagement
A global apparel retailer, rebuilt into one regional affiliate engine
- Scope
- Affiliate program management
- Markets
- SG · MY · ID · TH · VN · PH
A global clothing retailer operating across six Southeast Asian markets ran its affiliate program country by country. It was leaking margin to last-click coupon sites, while the publishers and creators driving real discovery were getting nothing.
Program architecture
One regional commission structure, with tracking, attribution and reporting consistent across markets.
Publisher recruitment
Local content publishers, deal sites and cashback partners onboarded in all six markets, by tier and contribution.
Commission logic
Rules that protect margin from last-click leakage and reward publishers driving incremental sales.
Creator activation
Affiliate-creator programs layered on the publisher base, paid by reach and objective.
Optimization
Continuous testing of commission rates, publisher mix and placements, with monthly reporting to the regional team.
One operating cadence
Pipeline reviews, partner reviews and monthly reporting across six markets, instead of six disconnected teams.
“We rebuilt the affiliate engine to reward influence, not intent. The publishers and creators driving real discovery now win.”
How we run it
- 01
Strategy
A program audit: architecture review, partner portfolio, attribution model and the gaps named, in a brief your team can execute.
- 02
Forward Deployment
We design and install the program: partner architecture, commercial structure, attribution model, technology stack and operating cadence. Then we hand it to your team.
- 03
Managed Services
Where your team isn't ready to own it yet, we run the program: partner management, deal structures, optimization and monthly reporting, until the handover.
How we run affiliate
Operator-built
The team has worked on every side of the ecosystem: network, platform, agency and publisher.
Incrementality first
Commission logic rewards genuine influence, not last-click leakage.
Local on the ground
Based in Singapore, with presence across Southeast Asia.
Senior people only
The person you meet runs your program. AI handles reporting; senior judgment handles publishers.
Transparent reporting
Monthly reporting on performance, publisher contribution and incrementality.
Who this is for
This is for you if
- Asian brands building demand outside their home market.
- Western brands entering Southeast Asia.
- Regional brands scaling from one Southeast Asian market to many.
- Brands with $1M+ in commerce revenue, ready to scale through partnerships.
- Teams that want operators, not generalists, running their affiliate program.
This is not for you if
- Pre-revenue brands still finding product-market fit.
- Brands looking for a discount-channel coupon program.
- Companies that want the cheapest possible affiliate setup.
- Teams that want to run the program themselves and need only tools.
- B2B SaaS: affiliate is a B2C and DTC commerce game.
Questions
What makes your affiliate work different?
We are operators: the team has worked on every side of the affiliate ecosystem, network, platform, agency and publisher. We work across the major affiliate networks. And the scope is commerce only. The person you meet is the person running your program.
Do you handle the technology setup, or just the strategy?
Both. Forward Deployment covers the tracking, attribution model and technology stack, not only the design.
Which markets and platforms do you cover?
Southeast Asia (Singapore, Malaysia, Indonesia, Thailand, Vietnam, the Philippines), and brands expanding into the US, Europe and Australia, on the major affiliate networks, TikTok Shop, Shopee, Lazada and Amazon.
How is pricing handled?
Every engagement is scoped before it starts. You know what you are getting and when, never open hours against an invoice.
How do we start?
With Strategy: a diagnosis of where you are today, and a brief that names the gaps and what to install first.