Previously seen as a secondary front, affiliate marketing is establishing itself as one of the most strategic channels for brands seeking performance, innovation, and value generation. This is revealed by a global survey conducted by Awin, a global leader in affiliate marketing, in partnership with consultancy Forrester. The study surveyed companies from various countries to understand the main challenges, opportunities, and the role of the channel in current growth strategies.
The survey indicates that affiliate marketing is in a maturation phase: today, it is recognized as a smart, measurable investment model with a high return on investment (ROI). However, there are still obstacles to overcome: 68% of professionals surveyed highlight affiliate relationship management as the sector’s main challenge, especially due to its direct and personalized partnerships. Other hurdles include maintaining brand consistency, fraud prevention, and fair commission structuring.
The survey also highlighted important paths for the sector’s evolution. For 18% of professionals surveyed, advancing tracking and reporting tools is essential to ensure more accurate measurement of results. Another 17% emphasized the importance of establishing partnerships with more influential affiliates aligned with brand values. Meanwhile, 17% of respondents pointed out that having personalized strategic guidance is crucial to optimizing campaign performance and amplifying its impact. “These findings reinforce that, beyond technology, success in affiliate marketing depends on more personalized strategies and well-built partnerships. It’s a natural evolution of a channel that has proven increasingly strategic and connected to brands’ real needs,” emphasizes Rodrigo Genoveze, Regional Managing Director of Awin for Latin America.
Despite the challenges, the results reinforce that affiliate marketing offers consistent advantages for brands. Among the key differentiators are high return on investment (ROI), driven by a performance-based model, and incremental value, which helps reach new audiences and generate conversions that would rarely occur through traditional channels. The survey also highlights the channel’s strategic diversity, with potential to operate at different stages of the purchase journey. Additionally, human connections emerge as an important competitive edge: in the U.S., 31% of marketing professionals emphasized that personal relationships established in affiliate marketing are a unique strength of the sector. “Affiliate marketing is gaining ground not just as a performance channel but as a strategic front for brand building, relationship management, and innovation. The numbers reflect market maturation and show that, with the right adjustments—especially regarding partnership management and technology use—we have a solid growth path ahead,” explains Rodrigo.
As companies invest in innovation, strengthen their relationships with affiliates, and seek more qualified partnerships, affiliate marketing is likely to occupy an increasingly relevant space in growth strategies. Understanding how the market works allows professionals to refine critical points such as relationships, technology, and commission structures, while also tracking the sector’s evolution and identifying trends. “The future of the channel should be guided by transparency, collaboration, and technology—essential pillars for scalable, sustainable operations aligned with the demands of the new consumer,” concludes Rodrigo Genoveze, Regional Managing Director of Awin for Latin America.
