Alphabet Inc. and Shopee announced on Wednesday the launch of an online shopping service in Indonesia. This partnership allows users to purchase products shown on YouTube via links directing them to Shopee, a subsidiary of Sea Ltd.

The initiative is set to expand into Thailand and Vietnam shortly. This expansion builds on the existing YouTube Shopping presence in South Korea and the United States.

Ajay Vidyasagar, YouTube’s Asia-Pacific director, highlighted the rapid growth of online shopping in Indonesia as a key factor for this service’s introduction.

Rival TikTok has gained significant traction in Southeast Asia through its acquisition of Tokopedia, the country’s largest ecommerce platform. According to a report by Momentum Works, TikTok Shop’s gross merchandise value (GMV) in Southeast Asia reached $16.3 billion in 2023 – the region’s second largest after Shopee.

Specific financial details regarding YouTube’s deal with Shopee remain undisclosed.