YouTube has officially partnered with Shopee to introduce YouTube Shopping in the Philippines, expanding its affiliate program to six countries across Southeast Asia. This initiative is set to revolutionize the video commerce landscape, enhancing the shopping experience for viewers, content creators, and advertisers alike.
A Seamless Shopping Experience
With YouTube Shopping, viewers can now easily discover and purchase products while enjoying content from their favorite creators. The affiliate program simplifies video e-commerce by allowing direct product tagging within videos, eliminating the need for tedious clicks or website switching. It’s as easy as checking out!
Opportunities for Shopee Sellers and Content Creators
This launch presents exciting prospects for both Shopee sellers and local content creators. Shopee sellers can broaden their reach by collaborating with a diverse network of creators, tapping into a highly engaged audience and driving unprecedented sales. This partnership fosters a seamless connection that enhances product discovery, amplifies brand visibility, and boosts conversion rates.
For eligible creators, this collaboration unlocks new revenue streams, enabling them to monetize their influence by promoting products to their established audiences. As consumers in the Philippines increasingly seek engaging and content-rich shopping experiences, this partnership aligns perfectly with their expectations.
The Rise of Video Commerce in Southeast Asia
Southeast Asia is rapidly emerging as a leading e-commerce market, with video commerce now accounting for 20% of the region's gross merchandise value in 2024—a remarkable fourfold increase since 2022. The creator economy in the Philippines is thriving, boasting over 450 channels with more than a million subscribers and over 6,000 channels with over 100,000 subscribers.
This growth is driven by a shift towards video-first shopping experiences, where consumers turn to trusted creators for information and entertainment. A global study shows that online users are 98% more likely to trust recommendations from YouTube creators compared to other platforms, significantly boosting purchase intent—YouTube drives 3.8 times greater purchase intent than its competitors.
Engaging Gen Z Consumers
According to a Kantar study, eight out of ten Southeast Asian Gen Z respondents prefer entertaining shopping experiences, underscoring the importance of content in their purchasing journeys. Despite exploring various channels for product discovery, 63% of Filipino Gen Z respondents still prefer completing their purchases on e-commerce platforms. This synergy between YouTube and Shopee creates an integrated shopping experience that resonates with this demographic.
Insights from Industry Leaders
Sapna Chadha, Vice President for Google Southeast Asia and South Asia Frontier, expressed enthusiasm about the launch: “Southeast Asia is shaping the future of shopping with its deeply engaged video-first audience, a thriving digital economy, and a vibrant creator community. We’re excited to bring YouTube Shopping to the Philippines, making it one of six countries globally to have this feature.”
Vincent Lee, Head of Shopee Philippines, added, “Our partnership with YouTube Shopping marks a significant milestone for our brands and sellers. It allows them to connect with creators and leverage their influence to drive sales effectively. This collaboration also offers Filipino content creators new avenues to monetize their creativity while promoting products that resonate with their audiences.”
Monetization Opportunities for Creators
The YouTube Shopping affiliate program allows creators to tag products in both existing and new videos, as well as during live streams. A comprehensive list of tagged products is available in the video description and ‘Product’ section, directing viewers to Shopee’s sales page for a smooth purchasing process.
This program complements existing monetization options, empowering Filipino creators to deepen their audience engagement and build lasting connections. Options include Ads Revenue, YouTube Premium Revenue, Channel Memberships, Super Thanks, Super Chat, and Super Stickers.
Success Stories
In just seven months since its launch in Southeast Asia, the YouTube Shopping affiliate program has shown impressive results. For instance, beauty creator Mai Trinh Hồ reported nearly a fivefold increase in revenue after joining the program. Similarly, tech creator Jagat Review from Indonesia noted that the affiliate program contributed to 50% of his channel's total earnings between July and October of last year.
Filipino creators like Camille Co are already embracing this new opportunity. “I’m thrilled about YouTube Shopping! It makes it easier for me to share products I love and earn on the side,” she shared.
Tech enthusiast Mond Salem of Hardware Voyage echoed this excitement: “I can’t wait for YouTube Shopping to help us creators earn more through product sales!”
New Horizons for Brands and Advertisers
For advertisers, YouTube Shopping presents fresh opportunities to connect with consumers and drive better business outcomes. By linking partnership ads to relevant creator content, brands can streamline the customer journey from discovery to purchase. For example, L’Oréal Thailand combined its campaign with the YouTube Shopping affiliate program, achieving tenfold increases in high-intent views and significantly improving cost-per-visit efficiency.
Since the program’s launch, YouTube and Shopee have seen active engagement across various categories, including Beauty, Mobile & Gadgets, and Home & Living. This demonstrates the diverse product range and the potential for creators to influence consumer purchasing decisions. As YouTube Shopping gains traction in Southeast Asia, it solidifies its role as a transformative force in the video commerce and creator economies.
To learn more about enabling YouTube Shopping on your channel, click here.
.jpg)
