YouTube launched its Shopping affiliate programme in the Philippines in partnership with Shopee, extending the service to six Southeast Asian markets and tapping into the region’s fast-growing video commerce sector.
The programme lets viewers purchase tagged products directly within videos and live streams, removing the need to click through descriptions or switch websites.
Shopee sellers can team up with local creators to reach more engaged audiences, while Filipino influencers gain a fresh revenue stream through product promotions.
“Southeast Asia is shaping the future of shopping with its powerful combination of a deeply engaged video-first audience, a profitable digital economy, and a vibrant creator community,” said Sapna Chadha, vice-president for Google Southeast Asia and South Asia Frontier. “We’re thrilled to bring YouTube Shopping to the Philippines — making Southeast Asia home to six out of nine countries globally that have it.”
“At Shopee, we are committed to delivering engaging shopping experiences that integrate content, community, and commerce,” said Vincent Lee, head of Shopee Philippines. “Our partnership with YouTube Shopping is a significant milestone for our brands and sellers, allowing them to connect with creators and harness their influence to drive sales effectively.”
Video commerce soared to about 20% of Southeast Asia’s e-commerce gross merchandise value in 2024, up fourfold since 2022, while the Philippines hosts more than 450 YouTube channels with over one million subscribers.
“I always get asked where I got this and that makeup or clothing or home stuff on my vlogs and for a long time, it’s been challenging to share them all,” said creator Camille Co. “Now with YouTube Shopping, it’s so much easier to share these products that I love and truly believe in. A huge plus also for me because I get to earn on the side while doing so!”
Advertisers have likewise embraced the format, with L’Oréal Thailand reporting ten-times more high-intent views and a 50% drop in cost-per-visit after integrating product feeds into creator campaigns.
Business News Asia