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Affiliate Marketing in Emerging Markets (India, Africa, LATAM)

Posted on 23 April 2024

Affiliate marketing in emerging markets — India, Africa, and Latin America (LATAM) — is rapidly becoming one of the most promising digital acquisition channels. Driven by fast digitalization, mobile internet expansion, and strong fintech growth, these regions offer unique opportunities for affiliate networks, advertisers, and publishers.

This article explores key trends, market challenges, and strategies for success.

Why Affiliate Marketing Is Growing Fast in Emerging Markets

1. Explosive Mobile Internet Growth

  • India is among the top three countries globally by smartphone users.

  • In Africa, over 70% of all traffic is mobile.

  • LATAM grows its internet population by 8–10% each year.

This creates ideal conditions for CPI, CPA, CPL, and other mobile-first models.

2. High Demand Paired With Lower Competition

Compared to the US or Western Europe:

  • fewer advertisers,

  • lower traffic prices,

  • easier scaling potential.

This makes emerging markets especially attractive for affiliate marketers and networks.

3. Fintech and E-commerce Expansion

  • India’s UPI and Africa’s M-Pesa made digital payments mainstream.

  • LATAM’s e-commerce sector continues to grow, especially in Brazil and Mexico.

As a result, demand increases for Fintech, E-commerce, Gaming, Education, and Utility App offers.

Affiliate Marketing in India

Key Trends

  • Massive mobile app adoption.

  • Strong demand for financial products (loans, microfinance, insurance).

  • Rapidly growing iGaming sector after partial legalization in some states.

Top-Performing Verticals

  • Fintech (CPA/CPL)

  • Education apps

  • Utility apps (VPN, cleaners, antivirus)

  • iGaming and fantasy sports

Best Practices

  • Use local languages (Hindi, Bengali, Tamil).

  • Focus on Android — over 80% market share.

  • Test push and incent traffic — cost-effective and high volume.

Affiliate Marketing in Africa

Market Characteristics

  • Uneven infrastructure development across regions.

  • High potential in Nigeria, Kenya, and South Africa.

  • Fast adoption of mobile money systems.

Best Verticals

  • Fintech (loans, transfers, mobile banking)

  • Betting/iGaming

  • E-commerce

  • Mobile utility apps

Key Considerations

  • Support for local payment systems.

  • Creative localization (language, culture, context).

  • Lightweight landing pages for slower network speeds.

Affiliate Marketing in LATAM

Market Trends

  • Brazil, Mexico, Colombia, and Chile lead the region.

  • Strong competition among local e-commerce giants.

  • High trust in influencer and social media marketing.

Top Verticals

  • Crypto and investment products

  • iGaming and online casinos

  • E-commerce

  • Beauty & Health products

Recommendations

  • Localize creatives to Portuguese (Brazil) and Spanish.

  • Use popular social channels: TikTok, Instagram, WhatsApp.

  • Focus on short-form and video content for higher engagement.

Main Challenges in Emerging Markets

1. Local Specifics and Cultural Nuances

Creatives and funnels must align with each market’s language, culture, and expectations.

2. Fraud and Quality Issues

Some regions pose risks such as:

  • fraudulent traffic,

  • low-quality leads,

  • unreliable advertisers.

3. Economic Volatility

Currency fluctuations and local payment restrictions can impact ROI.

Strategies for Succeeding in Emerging Markets

1. Hyper-Localization

Target not just the region, but specific countries or even cities.

2. Mobile-First Approach

Optimize landing pages, creatives, and user flows for smartphones.

3. Partner With the Right Affiliate Networks

Choose networks that:

  • have local partners,

  • provide robust tracking,

  • offer fraud protection.

4. Use Local Payment Solutions

UPI (India), M-Pesa (Africa), and Pix (Brazil) significantly increase trust and conversion rates.

Conclusion

Affiliate marketing in India, Africa, and LATAM is one of the fastest-growing and most profitable digital marketing directions in 2025. Rapid mobile internet development, growing e-commerce ecosystems, and widespread fintech adoption create ideal conditions for advertisers and affiliates alike.

With proper localization, the right verticals, and strong partnerships, these markets offer excellent ROI and scalable growth potential, even with modest budgets.