As omnichannel commerce continues to grow in Indonesia, content success is no longer measured solely by the number of views, but by its ability to drive transactions. Across several marketplaces, the “yellow shopping cart” feature within a video has become an important conversion point, with affiliate creators playing a key role in guiding audiences from awareness to checkout.

Based on SIRCLO’s internal data, the affiliate creator ecosystem recorded significant growth between Q4 2025 and Q1 2026. This increase was driven by a growing number of content creators and higher campaign activity, particularly during seasonal shopping moments such as Ramadan, supported by various promotional activities.

his growth is reflected in several key indicators:

• Around 3x growth in the number of videos produced

• Around 4x growth in total views

• Around 6x growth in the number of orders generated

The data shows that higher content volume, combined with broader audience reach, can substantially drive transactions. However, these results are not determined by quantity and exposure alone, but also by how content is crafted to guide audiences towards a purchase decision.

To maximise these results, affiliate creators rely on four strategic pillars that are effective in capturing attention while driving conversion, including:

• Storytelling
  A storytelling approach helps build trust through real product-use experiences. Affiliate creators typically share information about how long they have used the product, its strengths and weaknesses, as well as honest reviews using a soft-selling approach, as demonstrated by @deassss__.

• Aesthetic Visuals
  An aesthetic visual format focuses on clean visuals and a calm delivery style. Supported by appropriate lighting, minimalist backgrounds, and detailed shots, this approach can capture audience attention within a short period, as seen in content from @vicaquitaa.

• Daily Routines
  The daily routines format is commonly presented through content such as “Get Ready With Me” or “A Day in My Life”. Products are incorporated into everyday activities, making them feel more natural and relevant, as demonstrated by @superbeauty123.

• Live Streaming
  Live streaming is one of the most effective strategies for driving traffic and conversions through direct, real-time interaction. Affiliate creators typically offer exclusive promotions or limited-time offers during their sessions, creating a sense of urgency that encourages audiences to make an immediate purchase, as demonstrated by @indah12oct.

This trend shows that affiliate creators are becoming an important part of driving sales, particularly as consumers increasingly discover products through content before purchasing them on marketplaces. For brands, understanding the connection between this data and the underlying strategies is key to improving omnichannel commerce performance more effectively and sustainably. Learn more about how SIRCLO can support brands in the growing affiliate creator era at sirclo.com/solutions.