In less than a decade, Involve Asia has transformed from a startup vision into reshaping the narrative of affiliate marketing in Southeast Asia. Founded in 2014 by Jimmy How and Rene E. Menezes, this Malaysian-born platform has transcended borders, becoming the first in SEA and the epicentre of a thriving ecosystem. With over 500 Advertisers, over 800,000 Partners, and driving close to USD900 million in Gross Merchandise Value (GMV) annually, Involve Asia is the fastest-growing network in the region.

As Menezes aptly puts it, “Our journey is not just about growth; it’s about redefining what’s possible in affiliate marketing.”

Sailing the Digital Seas

Fueling this rise is a strategic focus on global expansion. A recent injection of USD10 million in funding, led by Bintang Capital Partners Berhad, supports their journey.  Rene emphasises the importance of market education, describing it as an investment in the industry’s future. 

“Market education is crucial; we see it as an investment in the industry’s future,” Menezes highlights, underlining the company’s dedication to shaping a knowledgeable and thriving digital marketing community. 

He further explains, “The challenges have largely remained the same as when we started – primarily the education of the market. Southeast Asia, as a region, hasn’t widely embraced affiliate marketing, except for those already knowledgeable about it. Many companies are grappling with leveraging the power of affiliate marketing, making educating the market a consistent challenge.”

Involve Asia’s edge is honed through a decade of regional experience. The company operates with a specialised team focused on delivering market intelligence, a pivotal element in their approach. Their expansion into influencer marketing and integration of advanced technology, such as AI and sophisticated data analytics, positions them as industry leaders. 

SEA’s Digital Horizon

In 2021, digital advertising spending in SEA amounted to around USD3.68 billion, projected to reach USD4.7 billion in 2024. The pace of growth in digital ad spend in SEA is expected to be between 12% to 16% over the next two years. SEA’s ad spending in the Influencer Advertising market is projected to reach USD603.50 million in 2023, with an annual growth rate of 12.80%, resulting in a projected market volume of USD977.00 million by 2027.

Involve Asia facilitates over 500 Advertisers/Brands and empowers more than 800,000 content creators and influencers, contributing to a GMV of over USD3.3 billion since inception. Recent funding injections further position Involve Asia for expansive growth in Southeast Asia and Australasia. 

Involve Asia’s journey isn’t solely about financial metrics; it’s deeply rooted in fostering relationships. The revenue model, centered on a performance-based commission structure, reflects a philosophy that transcends transactional dealings. Menezes underlines this approach, stating, “Our success lies in our ability to adapt and innovate, but equally in our commitment to building lasting relationships with our clients and partners, including notable brands such as Lazada, Shopee, Zalora and Malaysia Airlines.”

Involve Asia’s aggressive growth strategy is anchored in strategic foresight and adaptability to market dynamics. Menezes emphasises, “Our growth strategy comprises two vital aspects. Internally, as a consistently profitable business for the past four years, we have maintained and augmented our cash reserves, bolstering our confidence for bold market moves. Externally, despite global challenges, ecommerce continues its unstoppable growth, reinforcing our industry’s expansion and empowering our aggressive market approach.”

Exploring Frontiers

While not actively seeking funding, Involve Asia remains open to strategic opportunities, recognising the potential synergies that partnerships can offer. This adaptive stance positions the company as a discerning player capable of capitalising on diverse opportunities within the competitive landscape of affiliate marketing. Menezes notes, “Our journey involves strategic growth, and we remain open to opportunities that align with our vision and enhance our capabilities.”

Building on successful collaborations like the recent partnership with Fave, Involve Asia extends its collaborative strategy to untapped industries, particularly focusing on the finance sector. The company aims to forge meaningful collaborations with all industries out there, broadening its footprint across multiple markets. 

Tech-Forward Horizons

Involve Asia stands at the forefront of innovation, introducing AI-driven solutions that transcend traditional boundaries. The imminent release of a feature-rich mobile app tailored for influencers acknowledges the predominant use of mobile devices and aims to reshape the influencer experience. Menezes highlights, “Our focus on innovation is about providing tools that empower influencers and content creators to thrive in the evolving landscape of affiliate marketing.”

Involve Asia’s expansion into new product lines and services centers on a client-centric approach, ensuring influencers receive continuous support and increased opportunities. One notable addition is the content generator, an innovative tool harnessing AI technology to streamline the creation of product reviews for influencers. This tool allows influencers to generate comprehensive product reviews swiftly by copying the product link from platforms like Shopee or Lazada into the app. 

As Involve Asia continues its expansion journey, the affiliate marketing landscape is poised for a transformative shift. Beyond financial metrics, Involve Asia’s strategic partnerships extend to empowering individuals at grassroots levels. The company’s approach isn’t solely focused on financial metrics but also on empowering the ‘man of the street,’ offering opportunities for growth and financial empowerment through affiliate marketing education.

Highlighting its growth trajectory, Involve Asia has achieved a consistent revenue surge, boasting an impressive 117% compound annual growth rate (CAGR) since its inception. 

With an unwavering commitment to education, innovation, and strategic partnerships, Rene Menezes concludes, “Our commitment is not just to growth but to sustainable, long-term relationships. We’re poised to leverage our strengths and strategic alliances in the pursuit of sustained growth and market leadership.” 

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