As we move further into 2024, the world of brand partnerships continues to evolve, driven by shifting consumer expectations, emerging technologies, and a growing demand for smarter collaborations. Businesses are looking for new ways to drive engagement, boost conversions, and offer more value to their customers.

To get a clearer picture of what’s ahead, we turned to Lee Metters, Senior Client Partner at Awin, a leader in the affiliate and partnership marketing space. With Awin having facilitated over 2,000 brand collaborations last year, Lee has a front-row seat to the trends shaping the future of partnerships.

So, what’s next for brand collaborations in 2025? Here’s what Lee had to say:

“As more retailers leverage value-added rewards to enhance their shopping experience, I think we’ll continue to witness exciting and innovative developments within this dynamic brand partnerships inventory estate. With the benefits of enhancing conversion rates now widely documented, see this Tyviso case study with a leading cleaning brand, I suspect that more brand partners will seek to incorporate their inventory placements even earlier in the shopping journey.

Imagine being able to display third-party advertiser offers on product display pages or as part of product search result pages. Brand partners will be able to further incentivise purchase intent and provide added value to the shopping experience.

This strategy has the potential to be an incredibly effective ecommerce tool that better rewards customers for completing desired shopping actions. We’re excited to see how our work with Tyviso continues to involve third-party advertiser gifting.”