Content meets commerce: Shopee and YouTube are joining forces

Picture this: You’re lying in bed, watching a vlog on YouTube about your favorite creator’s recent trip to Bali. When you go to the comments section, you notice it’s full of people asking where the creator got their cute floral print shirt from, what brand of sunscreen they’re using, and how much they paid for their Ray-Ban sunglasses.

But what if you didn’t have to ask? What if you could easily browse all the different products featured in the video, add them to your cart, and check out your purchases – all without leaving your bed?

Photo credit: Andrei Porzhezhinskii / Shutterstock

This would have been unfathomable 10 years ago. But today, it’s a reality, underscoring how content and commerce have become closely intertwined.

Through initiatives such as the YouTube Shopping Affiliate Programme – available in major Southeast Asian countries through a partnership between YouTube and Shopee – audiences can now access products directly through creator content. This rides the growth of Southeast Asia’s creator economy and its thriving ecommerce industry.

Learn more: YouTube Shopping Affiliate Programme:
SG | MY | ID | TH | PH| VN

“Over the years, content consumption and shopping habits in Southeast Asia have evolved rapidly, with video playing a much bigger role in shaping purchase decisions than before,” says Peggy Zhu, head of brand and growth marketing at Shopee. “Shoppers now turn to creators and video content not just for inspiration but as trusted guides from discovery to conversion.”

Content + commerce = win

A staggering 86% of shoppers say they watch YouTube videos when figuring out what to buy. This makes the platform a natural bridge between discovery and purchase.

It’s also worth noting that Southeast Asia’s digital economy generated US$263 billion in gross merchandise value (GMV) in 2024, up 15% year-on-year. Interestingly, video commerce accounted for 20% of all ecommerce GMV.

Ajay Vidyasagar, managing director for Southeast Asia and emerging markets at YouTube / Photo credit: YouTube

“Along with the digital economy, the creator economy in Southeast Asia is also thriving,” says Ajay Vidyasagar, managing director for Southeast Asia and emerging markets at YouTube. “We’re seeing thousands of creators with more than a million subscribers and revenue numbers for creators around the region continue to grow.”

“These twin trends, explosive video-first discovery and record-high digital spending, have fueled new ways of connecting with and selling to consumers,” adds Shopee’s Zhu.

It is this synergy that kicked off the partnership between Shopee and YouTube. Both companies realized that consumers crave authentic, story-driven shopping experiences, while creators seek out new avenues for revenue. As for brands, they are eager to connect with consumers more genuinely.

Peggy Zhu, head of brand and growth marketing at Shopee / Photo credit: Shopee

There was an opportunity, then, to address these needs and create a win-win-win situation for all parties.

“By combining YouTube’s strength in fostering genuine connections with Shopee’s robust ecommerce infrastructure, we’re able to create a smooth journey from inspiration to purchase that supports creators, engages consumers, and drives meaningful results for sellers and brands,” says Zhu.

Unlocking new avenues

The YouTube Shopping Affiliate Programme allows eligible creators in Southeast Asia to tag products from Shopee in both existing and new videos, regardless of whether they’re long- or short-form. With the tags, their audiences can shop curated finds directly from creators.

“Creators across Southeast Asia can now offer their communities a seamless way to shop the products they recommend, adding value for their communities while diversifying their revenue stream,” shares Vidyasagar. “Brands, in turn, can tap into trusted creator content to promote their products authentically, and viewers can find their favorite products with genuine reviews from creators.”

Creators earn a commission on each sale generated by their content, creating a new revenue stream on top of ad earnings and channel memberships.

Shopee further supports creators with a variety of incentives, ranging from upsized commissions, samples, subscriber vouchers, and product sponsorships.

The company also provides access to exclusive bootcamps and events to help these creators create authentic, engaging content and grow their influence and monetization potential.

YouTube Shopping Affiliate Programme allows eligible creators in Southeast Asia to tag products from Shopee in videos, creating a seamless shopping experience / Photo credit: Shopee

Gio San Pedro, a Philippine-based creator who runs a channel focused on tech content and reviews, says the program has helped his channel reach a wider audience and streamline user experience.

“As a creator, it’s a constant challenge to answer the common question from my audience: ‘Where can we buy it?’” he explains. “When they ask that, it often indicates they’re looking for something tangible to click on. This program tremendously helps us creators in that regard.”

For Najmi Abdul Rahman, the Malaysian creator behind gaming channel The Kampung Nerd, the program has opened up new opportunities for him to connect with brands and his audience.

“Whenever a publisher or brand wants me to create content for their product, I can just share the Shopee link directly,” he shares. “It makes the whole process smoother and more convenient.”

“It’s opened up more opportunities on the brand side, too,” Rahman adds. “I get to pitch content ideas that I know work well – especially for products that are already selling on Shopee.”

How the YouTube Shopping Affiliate Programme has benefited creators.
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Coming up next

As the YouTube Shopping Affiliate Program continues to grow, both Shopee and YouTube remain committed to supporting the growth of the digital economy and creators in Southeast Asia.

“We will continue to invest in new technologies, partnerships, and creator support programs, whether through better data tools, more engaging content formats, or higher-value incentives,” says Shopee’s Zhu. “We actively engage with creators and sellers to understand their challenges and aspirations, and we continuously innovate to address these needs, ensuring that our solutions truly support their growth.”

“Thanks to our partnership with Shopee, we were able to bring the YouTube Shopping Affiliate Program across Southeast Asia, bridging the gap between ecommerce and the rapidly expanding video commerce ecosystem, further empowering creators in this region,” adds YouTube’s Vidyasagar.

One thing’s for sure – content and commerce are now seamlessly connected, and this will shape both the creator and digital economy in the region on the road ahead.

Shopee is a leading ecommerce platform in Southeast Asia, Taiwan, and Brazil. Beyond being a marketplace, it is a tech-driven ecosystem enabler that creates new pathways for digital entrepreneurship and inclusive commerce through partnerships like YouTube Shopping.

Learn more about Shopee’s YouTube Shopping Affiliate Programme in your country: Singapore | Malaysia | Indonesia | Thailand | Philippines | Vietnam 

This content was produced by Tech in Asia Studios, which connects brands with Asia’s tech community. Learn more about partnering with Tech in Asia Studios.