15 affiliate marketing statistics that matter in 2026
Written by Emma Sharp on 8 minute read
The important affiliate marketing statistics shaping how brands, publishers and networks invest, track and grow.
The affiliate marketing industry moves fast and so do the numbers; statistics that were headline figures a few years ago are quickly replaced in an ever-growing industry. In performance marketing, data is key in driving decision-making and directly influences what to invest in, which partners to prioritize and where future growth lies.
The landscape has changed rapidly in recent times, with new partner types, consumer behavior and AI-powered tools on the horizon, having access to industry trends and data can be a game changer.
That’s what we will highlight today in our affiliate marketing statistics rundown. If you want to learn more before jumping into the data, read our guide on what is affiliate marketing.
1. Global affiliate marketing is now an $18.5 billion industry
Investment in affiliate marketing has never been higher, and the data backs it up. According to Cognitive Market Research, the global industry was valued at $18.5 billion in 2024, with stable growth projected well into 2030. In the US, eMarketer projects will reach $16 billion by 2028, nearly double the $9.56 billion recorded in 2023.
In the UK, the APMA’s 2025 State of the Nation Report found that affiliate spend was increasing by 9% year-on-year, with over £1.7 billion invested in 2024 alone. For advertisers, this data paints a clear picture that marketing consistently delivers measurable returns, which in turn acts as a magnet for investment.
2. AI is reshaping how affiliate marketers operate
The impact of AI on marketing cannot be ignored, and as much is true for affiliate marketing. According to AuthorityHacker's 2024 survey of over 2000 professional affiliate marketers, over 79% have incorporated AI into their workflow in some capacity. In the survey, AI was cited 30% more than other practices like email marketing, or social media.
Content creation is just the beginning; AI is being used for discovery, fraud detection, attribution modelling and campaign optimization. Making the decision-making process faster and easier for publishers and advertisers, brands benefit equally by having more measurable and accountable affiliate programs.
3. 44% of B2C marketers see the best results from micro-influencer affiliate partnerships
Being an influencer and affiliate marketing were once two separate paths, one focused on awareness, the other on performance. That path has narrowed significantly, according to Influencer Marketing Hub's 2026 Benchmark Report, promo and discount codes remain the most used measurement tool at 45.9%, with affiliate links close behind at 26% a clear sign the industry is shifting toward performance-based tracking.
HubSpot's 2025 State of Marketing Report found that 44% of B2C marketers had their greatest success with micro-influencers, reporting higher engagement and audience trust over influencers with larger less-engaged audiences. Creators can enjoy a growing revenue stream while brands have access to a larger pool of partners.
4. 31% of top publishers consider affiliate marketing as a primary revenue source
Affiliate marketing has become a main driver of income for publishers of all sizes. According to AuthorityHacker’s statistics, 31% of top US publishers rank it as a primary revenue source and a joint report by Awin and Digiday found that 80% of brands and agencies view affiliate marketing as an important revenue source, with 46% expecting its importance to grow further.
When traditional revenue streams like display advertising face pressure, affiliate marketing offers a performance-based alternative that rewards content quality and audience trust directly.
5. Affiliate marketing drives 16% of all e-commerce sales globally
In the e-commerce industry, affiliate marketing plays just as significant a role as email marketing, which makes up a sizeable chunk of e-commerce sales. According to Hostinger, affiliate programs account for approximately 16% of all e-commerce sales globally in 2025, placing it among the most impactful performance marketing options available to brands today.
6. Affiliate marketing delivers an average 12:1 return on ad spend
For advertisers figuring out where to allocate budget, the ROI case for affiliate marketing is compelling. According to Shopify, affiliate campaigns deliver an average return on ad spend of 12:1. For context, Google Ads averaged a ROAS of $3.31 for every $1 spent in 2025, making the performance-based model an increasingly attractive option for budget-conscious advertisers.
7. Fashion affiliate revenue grew over 30% during Cyber Weekend 2024
Recent data from Awin's own network shows us that fashion, as an affiliate marketing sector, remains a top category and shows no signs of slowing down. During Cyber Weekend 2024, fashion advertisers on the Awin network saw revenue grow by over 30% on Black Friday alone, with affiliate commissions increasing by up to 26% over the weekend.
Sportswear and fitness followed closely behind, while health and beauty, a traditionally strong sector, saw traffic increase but sales decline compared to 2023, suggesting purchase decisions change during peak shopping periods. For advertisers in fashion and related sectors, this shows us that during shopping related events, affiliate partnerships remain a powerful asset to boost sales.
For a deeper look at how different sectors performed across Awin's network, visit our sector insights hub.
8. UK generated £20.7bn in affiliate revenue in 2025, five times the growth rate of their economy
The UK remains one of the world's most mature and high-performing affiliate markets. According to the APMA's State of the Affiliate Nation 2026 report, UK brands invested £1.8 billion in affiliate and partner marketing in 2025, generating £20.7 billion in revenue. That equated to a 15:1 return on investment, above the global average, and that figure even rose to 19:1 in the travel sector. Notably, the industry grew at 7.3% in 2025, which is 5 times faster than the general economy's growth rate at 1.4%, an impressive performance against a challenging economic climate.
9. Europe accounts for 30% of global affiliate marketing revenue
According to Cognitive Market Research, Europe accounts for approximately 30% of global affiliate revenue, valued at $5.5 billion in 2024, with a steady growth forecast at 6.5% annually.
Meanwhile Asia-Pacific is emerging as the industry's fastest-growing region, with a projected 10% compound annual growth rate over the same period, driven by rapidly expanding e-commerce adoption across markets including India, Japan and Southeast Asia. This shows us that the power of affiliate marketing extends far beyond individual markets.
10. Mobile now accounts for 57% of all affiliate-driven purchases
Mobile’s role in affiliate marketing has grown exponentially year on year. According to Statista, mobile commerce revenue reached approximately $2.5 trillion in 2025, projected to make up for almost 63% of total retail e-commerce in the coming years. Affiliate marketing is following this trend closely, with mobile devices now driving 57% of all affiliate conversions.
Mobile optimization is no longer optional. However, despite leading on volume, mobile still converts at a lower rate than desktop (2.1% versus 3.5%), meaning there is still an opportunity for brands to improve with better mobile user experience and checkout optimization.
11. Affiliate marketing drove $113 billion in US e-commerce sales in 2024
Affiliate marketing as an industry outgrew the e-commerce market by almost twice as much, according to the Performance Marketing Association's 2025 Industry Study. Spending grew 49.8% between 2021 and 2024, from $9.1 billion to $13.62 billion. That investment generated $113 billion in US e-commerce sales.
12. Nine out of ten marketers globally rate affiliate marketing as effective or highly effective
Nine out of ten. That's how many senior marketers across the UK, US, France and Germany told Awin and Forrester's 2024 Global Survey that affiliate marketing was either effective or highly effective. In Germany that figure reached 99%, the highest of any market surveyed. The top cited strengths? The simplicity of managing programs at scale, a steady stream of new partners, and its ability to drive revenue that other channels don't capture.
13. Affiliate-referred customers have 21% higher average order values
A 2024 affiliate marketing analysis by Awin and Forrester found that customers acquired through affiliate partners had average order values 21% higher than those from other channels. The same analysis found that customers sent via affiliate marketing repurchased at a 21% higher rate compared to other channels. This suggests that customers acquired through affiliates are generally more engaged and of higher quality than those from other channels. When you look at both stats combined, it’s easy to see that affiliate-referred customers deliver stronger lifetime value too.
14. Affiliate marketing is at the core of an $87 billion Social commerce industry
Social commerce has crossed from trend to mainstream. According to eMarketer, US social commerce reached $87 billion in 2025, up 21.5% year-on-year. TikTok Shop alone accounted for nearly 20% of that total, and with over 100,000 creators now active in TikTok's affiliate program it's easy to see why. TikTok’s audience has a high engagement, affiliate links on the platform have a 5.2% engagement rate which is 160% higher than the equivalent rate on Instagram.
15. Content remains the primary engine of affiliate marketing growth
Content remains at the heart of how affiliates drive traffic, HubSpot's 2025 State of Marketing Report found that up to 74% of marketers say content marketing directly helped generate demand and leads. Relative to affiliate marketing, that relationship is even stronger, with around 78% of affiliates using organic search as their primary traffic source. Social media now accounts for approximately 35% of all affiliate traffic globally, with platforms like TikTok, YouTube and Instagram being at the forefront. The most effective affiliates in 2026 combine both, using social to drive immediate conversions and evergreen content for year-round, organic traffic.
Conclusion:
These affiliate marketing statistics tell a clear story. In 2026, the industry is bigger than ever, more diverse and more sophisticated than at any point in its history. With the introduction of AI-powered tools in affiliate networks and publisher systems, the industry is evolving far beyond what it was even five years ago.
Showing no signs of slowing down, the global industry is set to reach $31.7 billion by 2031. Marketing budgets in today's era are heavily scrutinized, forcing marketers to justify every dollar spent. This is why affiliate marketing has seen such notable growth year-on-year. Every step of the process, from partnerships, clicks, conversions, every outcome is measurable, giving brands and advertisers control over their future.
