Affiliate marketing network LinkShare UK has reported that its network of over 280 brands has seen 38% year-over-year growth in sales, and predicts that affiliate marketing will continue to grow in 2012.

The network says that the affiliate growth out-paces the e-commerce growth, which the IMRG tracks at 18%.

Penny Mather, marketing director at LinkShare, said: “It is now becoming outdated to see on and offline marketing activity as separate. Consumers go on a non-linear journey when making a decision what to buy and may touch the on and offline worlds several time in a variety of ways before making a decision to purchase an item.

“As marketers and retailers become more savvy to this we expect them to invest in solutions that ensure their brand has a multichannel and varied online presence, including mobile and social sites, to keep them front of mind whatever their target audience is doing online. Affiliate marketing is well placed to provide these services and we expect a wide variety of brands to invest in the space in 2012.”

Mather suggested that four emerging trends that will be significant to retail in 2012 are: the growth of the luxury market; the continuing blurring of on and offline worlds; social marketing; and experimentation with new technologies.