YouTube has launched YouTube Shopping in the Philippines through a partnership with Shopee. The rollout marks the expansion of YouTube's affiliate program to six Southeast Asian countries. The platform aims to enhance the online shopping experience while offering new opportunities for creators, brands, and advertisers in the growing video commerce space.
YouTube Shopping now allows Philippine-based viewers to purchase products directly from video content without leaving the platform. Through its affiliate program, creators can tag products in their videos and live streams, making product discovery and checkout more seamless. Users can view tagged products in a dedicated section below the video and proceed to Shopee’s sales page with a single click.
With the affiliate program's launch, Shopee sellers gain new access to YouTube's creator network. This collaboration creates new sales channels by linking product visibility to creator-driven content. Sellers can now reach highly engaged audiences through trusted voices on YouTube, offering a direct path to increased conversions and broader brand exposure.
The initiative also provides new monetization tools for eligible Filipino creators. By promoting Shopee products to their established audiences, creators can generate additional revenue. This move aligns with the growing demand for content-driven shopping experiences in the country, where creators are often viewed as trusted sources of product insights.
Video commerce is expanding rapidly in Southeast Asia, with its share in total e-commerce GMV reaching 20% in 2024, up from just 5% in 2022. The Philippines, in particular, shows strong potential, supported by a thriving creator economy. The country now has more than 450 YouTube channels with over one million subscribers, and over 6,000 with at least 100,000 subscribers.
YouTube data shows users are 98% more likely to trust creator recommendations on the platform than on other social media services. This trust translates to stronger purchase intent, with YouTube reportedly delivering 3.8 times higher purchase intent on average compared to other platforms.
According to a Kantar study, eight in ten Southeast Asian Gen Z consumers prefer entertaining shopping experiences. In the Philippines, 63% of Gen Z respondents still prefer completing purchases on e-commerce platforms even after discovering products elsewhere. YouTube and Shopee’s integration meets both needs, streamlining the journey from product discovery to purchase.
In Southeast Asia, YouTube Shopping is now live in six countries. Sapna Chadha, Vice President for Google Southeast Asia and South Asia Frontier, said YouTube is focused on building momentum for the affiliate program across the region by supporting creators, brands, and advertisers. Vincent Lee, Head of Shopee Philippines, added that the collaboration aims to help brands connect with creators while offering new monetization opportunities for Filipino influencers.
Creators can tag products in new and existing videos. Tagged items appear in both the product section and video description, allowing for one-click redirection to Shopee. This feature complements other monetization tools on YouTube, such as ad revenue, channel memberships, and Super Chat.
Early adopters of the program in Southeast Asia have reported significant results. In Vietnam, beauty creator Mai Trinh Hồ increased her revenue nearly fivefold after joining. Jagat Review, a tech creator in Indonesia, reported that half of his revenue between July and October 2024 came from the affiliate program.
Filipino creators such as Camille Co and Mond Salem have started using the tool. Co noted that the feature makes it easier to share frequently asked product recommendations, while Salem expressed optimism about the commission potential for local creators.
For brands and advertisers, YouTube Shopping shortens the path from content discovery to product purchase. Ads connected to creator videos enable better targeting and performance. For example, L’Oréal Thailand’s campaign using the affiliate program saw ten times more high-intent views and twice the cost-efficiency per visit.
Since launching, the affiliate program has driven traffic and conversions across various categories, including beauty, tech, and home essentials. With the Philippines now onboard, YouTube Shopping strengthens its position in the region’s evolving digital commerce landscape.
