Leading commerce partnership marketing platform, impact.com, has reported a strong second quarter of 2025, as brands turn increasingly to partnership marketing strategies to reach consumers who are disengaged with traditional advertising, and are researching in trusted communities more thoroughly than ever before when making a purchase.
During the quarter, impact.com continued to make significant investments in its platform and its people, and shared its knowledge and expertise through industry-leading research, podcasts, and partner events.
The company welcomed more than 900 new clients to its customer portfolio, including Hobbycraft, Mandarin Oriental Hotel Group and Sandals and Beaches Resorts.
The company now serves over 5,000 of the world’s leading brands, which leverage the company’s platform globally.
Consumers fuel shift to trusted communities
Data from impact.com’s 2025 Mid-year Industry Benchmark report shows a fundamental shift in consumer behaviour toward more strategic, research-intensive shopping.
Consumers are navigating their online spending with a clear objective: maintaining their purchasing habits while keeping their overall spending in check. In this environment, recommendations from trusted third parties such as influencers and creators, affiliates, trusted publishers and friends, carry significantly more weight than one-way brand message broadcasts.
“Today’s consumer seeks out authenticity, engagement, trust and credibility”, said impact.com CEO David A. Yovanno.
“These are all values that partnership marketing thrives on.
“We’ve built the platform that powers this new era of commerce – one rooted in authenticity, powered by partnerships, and scaled through intelligence.
“The momentum we’re seeing is proof: brands that embrace this shift are growing faster, connecting deeper, and spending smarter”.
“The world has moved on from one-way messaging, dictated by brands, and there’s no going back. At the same time, the cost of consumer acquisition through traditional channels is rising exponentially, and that’s because those channels are no longer fit-for-purpose.
He added: “The old playbook – ads that interrupt, messages that shout – no longer works. Today’s consumer wants trusted recommendations from real people.”
During the second quarter, impact.com announced its expansion into Spain, the appointment of its first-ever chief customer officer, and a new UK country manager.