Affiliate marketing in 2025 is undergoing a transformation that reflects the dynamic nature of the industry. A 3.38% conversion rate for e-shop owners, according to platform data from 2Performant, reflects a strong industry performance, but it only tells part of the story. Growth is happening across multiple alternative channels, with video-first platforms, social commerce and emerging formats challenging conventional affiliate marketing approaches.
The shift towards alternative channels is an evolution in how consumers discover and purchase products across multiple touchpoints. With video content representing over 62% of internet traffic in the EU, social commerce growing at 30% annually, and mobile commerce accounting for 74% of all global mobile data, the infrastructure for multi-channel affiliate marketing is not only ready but actively driving consumer behavior.
