TL;DR
- AnyMind puts affiliate revenue at 60% against 40% for the brand's own TikTok Shop storefront, stated for some brands only and not as a market average.
- Comparing 2024 and 2025 ad data in food and beverage and in fashion and beauty, AnyMind found influencer content beat brand-produced content on cost per engagement and cost per impression.
- A continuing affiliate community raised total brand revenue by up to 25% in some cases, measured against the period before the community existed.
- The report names LGBTQ+, Expert and Geek, Athlete Rising Star, employee-generated content, new stars from TV and streaming, storytellers and comedians as the Thai creator communities to watch.
- No margin data, no baht GMV, no commission rates and no count of the brands behind the 60/40 figure are given.
AnyMind Group's Influencer to Commerce in Thailand 2026 Report, built on AnyTag platform data covering 2023 to 2025, found that for some brands selling on TikTok Shop, affiliate creators generate a larger share of revenue than the brand's own main storefront, at 60% affiliate against 40% brand shop. The same report found that TikTok remained the number one platform for influencer marketing in Thailand in 2025, chosen for more than 50% of campaigns, with Instagram in second place and YouTube in third.
What AnyMind reported about affiliate revenue on TikTok Shop
AnyMind Group's Influencer to Commerce in Thailand 2026 Report states that for some brands on TikTok Shop, affiliate marketing produces a bigger share of revenue than the brand's own main storefront, split 60% to affiliate and 40% to the brand shop. The qualifier carries as much weight as the number. AnyMind attaches the words "for some brands" to that split, and the report does not present it as an average across Thai sellers, so the honest way to read it is as evidence that the pattern exists at some brands, not as a benchmark every seller is measured against.
The report also separates one-off activity from continuing activity. Brands that built a standing affiliate community, rather than booking a burst of creators for a launch and then stopping, saw growth that held up better over time, and in some cases total brand revenue rose by up to 25% compared with the period before that community existed. The source wording there is "in some cases", and no count of brands sits behind it, so the 25% figure is a demonstrated upper case for particular brands and not a planning assumption.
Read together, those two findings describe a shift in what influencer spend is for. A brand shop where affiliate accounts for 60% of revenue, which AnyMind reports for some brands, is not running awareness campaigns that happen to end in sales. It is running a sales channel whose sellers are external, paid on performance, and free to stop posting the day a competitor offers a better rate.
TikTok held first place for influencer marketing in Thailand in 2025
AnyMind Group's Influencer to Commerce in Thailand 2026 Report found that in 2025 TikTok remained the number one platform for influencer marketing in Thailand, with more than 50% of campaigns choosing it, ahead of Instagram in second place and YouTube in third. That is a share of campaigns, not a share of budget, and the report frames it as the 2025 position rather than a forecast.
One thing to keep straight when reading coverage of this: AnyMind publishes more than one study, and platform-share numbers from its wider regional research are measured differently. The figure that belongs to this Thailand report is "more than 50%" of campaigns in 2025. Any other percentage attached to TikTok in Thailand is coming from somewhere else and should be checked against its own source before it goes in a deck.
Creator content beat brand-produced content on cost per engagement and cost per impression
Comparing 2024 and 2025 advertising data in food and beverage and in fashion and beauty, AnyMind found that influencer content used as paid creative outperformed brand-produced content on both cost per engagement and cost per impression. The report gives that as a comparison between two sources of creative inside paid media. It is not a claim about organic reach, and the two verticals named are the two the comparison covers.
Our reading of what follows from that, stated as reasoning rather than as a finding in the report: the media value of a creator asset is separate from the reach of the creator who made it. If the asset performs better as paid creative, then the contract that stops at one organic post is leaving the cheaper half of the result on the table. Usage rights for paid amplification are a negotiation item, and they cost less to secure at briefing time than after a post has already performed. Brands that treat their TikTok ads creative pipeline as a separate workstream from their creator roster are paying twice for two libraries of assets that could be one.
The findings and the qualifiers attached to them
The table below sets each headline finding from AnyMind Group's Influencer to Commerce in Thailand 2026 Report against the period it covers and the qualifier the report attaches to it, because several of these numbers are widely quoted without the qualifier.
| Finding | Period covered | Qualifier stated in the report |
|---|---|---|
| TikTok number one for influencer marketing in Thailand, chosen by more than 50% of campaigns | 2025 | Share of campaigns; Instagram second, YouTube third |
| Affiliate revenue 60% against 40% for the brand's own main TikTok Shop storefront | Not dated in the reported findings | Stated for some brands only, not as a market average |
| Influencer content in paid ads beat brand-produced content on cost per engagement and cost per impression | 2024 compared with 2025 | Food and beverage, and fashion and beauty advertising data |
| Total brand revenue up by as much as 25% after building a continuing affiliate community | Compared with the period before the community existed | In some cases only |
| YouTube Shopping Affiliate taking the high-consideration decision role while TikTok drives discovery | Outlook for 2026 | Role split as described by the report |
The Thai creator communities AnyMind named for 2026
AnyMind Group's Influencer to Commerce in Thailand 2026 Report names the creator communities it expects to be influential in Thailand in 2026:
- LGBTQ+ creators
- Expert and Geek creators
- Athlete Rising Star creators
- Employee-generated content, or EGC
- New stars coming out of television and streaming
- Storytellers
- Comedians
The report names these communities without publishing performance figures for each of them, so the list is best used as a sourcing prompt rather than as a ranking. Employee-generated content is the one that changes who inside a company is involved, because the people producing it are on payroll and the brand carries responsibility for what they say.
YouTube Shopping Affiliate is taking the high-consideration role, TikTok drives discovery
AnyMind Group's Influencer to Commerce in Thailand 2026 Report describes YouTube Shopping Affiliate as taking on the high-consideration decision role while TikTok drives discovery. That is a split by decision type rather than by audience size, and it is the part of the report with the clearest implication for how a catalogue is divided up.
As reasoning rather than a reported finding: a product that a shopper needs to compare or watch someone use at length is badly served by a format built for a fast pass. A brand pushing every SKU through short video is asking its highest-ticket items to convert in the worst place for them, while the long-form slot that suits them sits unused. Where a catalogue has both, splitting it by consideration length is a cheaper test than raising spend, and YouTube ads already give most brands a way to buy against the second half of that funnel.
What the report did not say
The reported findings from AnyMind Group's Influencer to Commerce in Thailand 2026 Report leave several things unstated, and the gaps matter for anyone about to quote the numbers in a plan. The number of brands or campaigns behind the 60/40 split and behind the up-to-25% revenue lift is not given, and the brands are not named. There is no baht GMV. There are no commission rates. There is no statement of how affiliate revenue and brand shop revenue were separated from each other, which matters because a brand's own storefront can also be promoted by affiliates, and a sale that starts in a creator video can still be recorded against the shop.
The largest gap is margin. The report gives no margin data, and a revenue share says nothing about which channel was more profitable once commission is paid. A 60/40 revenue split in favour of affiliate for some brands is compatible with the affiliate channel being the more profitable one, and it is equally compatible with the opposite, because affiliate revenue arrives after a commission that storefront revenue does not pay. A brand that treats the 60/40 figure reported for some brands as a reason to move budget without first putting its own commission rate, return rate and fulfilment cost next to it is making a margin decision using a revenue number. That is the mistake this finding is most likely to cause.
One more limit worth naming: the report covers AnyTag platform data from 2023 to 2025, so it describes campaigns that ran on that platform. It is a large view of the Thai market rather than a census of it.
What this means for marketers in Thailand
The reframing in this report is that influencer spend behaves like a sales channel rather than an awareness line. If affiliate creators can out-sell a brand's own TikTok Shop storefront for some brands, then at a lot of companies the budget line, the commission structure, the team that owns the relationship and the reporting all sit in the wrong place, because all four were set up for awareness. That is the point worth arguing internally, and it does not depend on hitting 60/40 yourself.
Checks a Thai brand can run this month, without waiting for more data:
- Compare your TikTok Shop affiliate commission rate against what creators in your category are being offered elsewhere. A rate that is not competitive recruits creators who post once.
- Check whether your creator contracts license assets for paid amplification, or stop at an organic post. The CPE and CPM finding is only actionable if you own the right to run the asset.
- Look at whether your conversion tracking can actually separate TikTok Shop affiliate revenue from storefront revenue. If it cannot, you have no way to verify your own version of the 60/40 question, and this is usually an ecommerce marketing measurement problem rather than a platform one.
- Sort your catalogue by how much consideration a purchase takes, then check whether the high-consideration items are being pushed through short video by default.
- Put your commission rate, return rate and fulfilment cost next to any channel comparison before moving budget, since the report supplies no margin data to lean on.
Agencies and in-house teams that report influencer activity as reach and engagement will find that reporting increasingly hard to defend if their own affiliate share starts to look like the pattern in this report. The reporting change is smaller than the budget change and it comes first.
FAQ: affiliate revenue, TikTok Shop and the AnyMind Thailand report
Does this mean I should close my own TikTok Shop storefront?
No, and the report does not support that. AnyMind reports a revenue share between affiliate and the brand's own storefront for some brands, which says nothing about what would happen to total sales if the storefront were removed. The storefront is also where price, product information and returns are controlled, and it gives no commission away.
Is the 60/40 affiliate to brand shop split the average for Thai brands?
No. AnyMind states the 60/40 split for some brands on TikTok Shop, not as a market average, and the report does not say how many brands sit behind the figure. Treat it as proof the pattern exists rather than as a target.
Which platform did the report rank first for influencer marketing in Thailand in 2025?
TikTok, chosen for more than 50% of influencer marketing campaigns in Thailand in 2025, with Instagram second and YouTube third, according to AnyMind Group's Influencer to Commerce in Thailand 2026 Report.
Does the report say affiliate revenue is more profitable than storefront revenue?
The report did not say. It gives no margin data and no commission rates, so the 60/40 revenue split cannot tell you which channel earned more after costs. That comparison has to be made with your own commission, return and fulfilment numbers.
Does the report prove influencer content is cheaper than brand-produced content in every category?
No. AnyMind compared 2024 and 2025 advertising data in food and beverage and in fashion and beauty, and found influencer content beat brand-produced content on cost per engagement and cost per impression in that comparison. Other categories are not covered by the finding.
Where to look next
The full study is published by AnyMind Group as the Influencer to Commerce in Thailand 2026 Report, and the findings above were also written up in Thai trade press by Marketing Oops. If you want a second opinion on whether your own affiliate share and storefront share are being measured cleanly enough to act on, or on whether your creator contracts cover paid usage, that is a conversation worth having before the next quarter's budget is set.
