YouTube Shopping Launches in the Philippines, Expanding Shopee Partnership Across Southeast Asia

YouTube has officially launched its Shopping Affiliate Program in the Philippines, deepening its partnership with Shopee and reshaping the way Filipinos discover and buy products online.

This expansion marks a major milestone for video commerce in Southeast Asia, which continues to surge in popularity and performance.

What Is YouTube Shopping?

YouTube Shopping enables content creators to tag products directly in their videos and livestreams, allowing viewers to purchase featured items in just a few clicks — no more digging through links in the description or switching platforms. It's all about creating a seamless, engaging, and trust-based shopping experience.

For Filipino viewers, it means the products they see in their favorite creators’ videos are now instantly accessible — from tech gadgets and beauty products to fashion finds and home essentials.

Shopee x YouTube: A Powerful New Alliance in E-Commerce

With this latest launch, the YouTube Shopping affiliate program is now available in six Southeast Asian countries, including Indonesia, Malaysia, Singapore, Thailand, Vietnam, and the Philippines. This collaboration empowers Shopee sellers to connect directly with creators, driving brand visibility, product discovery, and conversion like never before.

Vincent Lee, Head of Shopee Philippines, said: “This partnership allows brands and sellers to tap into the creative power and influence of YouTube creators, making product discovery more natural and engaging. It's a win-win for the entire ecosystem.”

Why This Matters for Filipino Creators

Having been a YouTuber myself for several years (albeit less active recently), I know how challenging — and rewarding — it can be to grow and monetize a channel. This new tool changes the game.

Eligible creators can now monetize their content by tagging and featuring Shopee products, earning commissions on each sale. Whether it’s reviewing gadgets, doing beauty tutorials, or simply sharing lifestyle tips, this opens up a fresh revenue stream that complements existing features like Ads Revenue, Super Chat, Channel Memberships, and more.

“I’m thrilled to finally have YouTube Shopping here,” says Camille Co, a Filipino lifestyle creator. “It’s so much easier now to share products I love and earn from it too.”

Video Commerce Is Booming in Southeast Asia

Video-led e-commerce is on a meteoric rise. In 2024 alone, video commerce accounted for 20% of the region’s e-commerce gross merchandise value — a fourfold increase since 2022. Meanwhile, the Philippines’ creator economy is thriving, with over 450 channels surpassing one million subscribers.

YouTube remains a central force in this movement. Research shows that viewers are 98% more likely to trust YouTube creators' recommendations compared to other platforms — a clear signal that creator-driven commerce is here to stay.

According to a Kantar study, 80% of Gen Z in Southeast Asia prefer entertaining shopping experiences, and 63% of Filipino Gen Z consumers still choose to finalize purchases on platforms like Shopee.

Advertisers and Brands: More Reach, Better Results

Brands and advertisers can also leverage this partnership to integrate product ads directly into creator content, shortening the path from inspiration to purchase. Campaigns like L’Oréal Thailand’s have already shown impressive results — 10X more high-intent views and significantly improved cost-per-visit metrics.

Key Categories Already Driving Sales

Since launching across Southeast Asia, YouTube Shopping has seen high engagement in categories such as:

• Beauty & Personal Care
• Mobile & Gadgets
• Home & Living

This diversity highlights the platform’s ability to cater to a wide range of audiences and purchasing behaviors — all within the trusted ecosystem of YouTube.

A New Era of Creator-Driven Shopping

YouTube Shopping is more than just a new feature — it's a strategic evolution in how we consume, connect, and shop online. For creators like me (and maybe you), it’s a timely reminder that the tools to monetize creativity continue to expand. If you've been thinking about returning to content or scaling up, now might be the perfect time.