YouTube, in partnership with Shopee, officially launched YouTube Shopping in the Philippines, marking a major step forward for video commerce in Southeast Asia. With this launch, the YouTube Shopping affiliate program is now active in six countries across the region, offering new opportunities for viewers, creators, and advertisers.
Seamless Shopping Directly on YouTube
With YouTube Shopping, Filipino viewers can now seamlessly discover and purchase products while watching videos from their favorite creators. No more jumping between websites—product tagging within videos makes shopping easy and intuitive.
Through this affiliate program, Shopee sellers can collaborate with a wide network of creators, tapping into highly engaged audiences and boosting product discovery, brand reach, and sales conversion rates.
Empowering Filipino Content Creators
Eligible creators in the Philippines can now monetize their influence by promoting products directly within their content. Instead of placing links in descriptions, they can tag products in videos and live streams, making the shopping experience more integrated and effective.
Popular Filipino creators like Camille Co and Mond Salem of Hardware Voyage are already embracing the feature, seeing it as a way to share products they genuinely love while opening new income streams.
“Now with YouTube Shopping, it’s so much easier to share products I love—and I get to earn on the side while doing so!” – Camille Co
Video Commerce on the Rise in Southeast Asia
Video commerce is booming in Southeast Asia, now accounting for 20% of the region’s e-commerce gross merchandise value as of 2024—a fourfold increase since 2022. In the Philippines, the creator economy is thriving, with over 450 YouTube channels having more than one million subscribers.
A Kantar study revealed that 80% of Gen Z shoppers in Southeast Asia seek entertaining shopping experiences. Despite exploring various channels, 63% of Filipino Gen Z consumers still prefer completing purchases on e-commerce platforms like Shopee—making this YouTube-Shopee partnership perfectly aligned with evolving consumer behavior.
Benefits for Brands and Advertisers
Advertisers can now leverage YouTube Shopping to connect directly with audiences through trusted creators, shortening the path from product discovery to purchase. Early adopters like L’Oréal Thailand have reported 10X more high-intent views and double the cost-efficiency compared to traditional campaigns.
Key product categories seeing strong momentum include:
• Beauty
• Mobile & Gadgets
• Home & Living
A New Era of E-Commerce and Creator Economy
The launch of YouTube Shopping in the Philippines strengthens the platform’s position as a transformative force in both the creator economy and e-commerce landscape.
Sapna Chadha, Vice President for Google Southeast Asia and South Asia Frontier, said:
“Southeast Asia is shaping the future of shopping with its powerful combination of a video-first audience, a thriving creator community, and a booming digital economy.”
Vincent Lee, Head of Shopee Philippines, added:
“This collaboration allows our brands and sellers to connect with creators and drive sales more effectively, while giving Filipino creators exciting new opportunities to monetize their creativity.”