Video streaming YouTube has expanded its Shopping affiliate program in the Philippines through a partnership with e-commerce platform Lazada, giving local creators more ways to earn while helping viewers discover and buy products directly from videos.
The partnership brings Lazada’s product catalog into YouTube’s growing shopping ecosystem, allowing creators to tag Lazada items in their videos and Shorts. Viewers can then browse and purchase products without leaving the app, while brands can drive traffic and sales through creator collaborations.
“By connecting the country’s premier online destination for authentic brands with one of the most engaged video communities, we’re seamlessly bringing together content and commerce,” said Carlos Barrera, CEO of Lazada Philippines. “This collaboration reinforces our commitment to helping brands and creators thrive, and to driving the next phase of digital commerce across the Philippines.”
Since the YouTube Shopping affiliate program launched in Southeast Asia (SEA) last year, creators across the region have used it as an additional revenue stream. YouTube reported a fivefold increase in its global Shopping gross merchandise volume and a 70% growth in shopping-related watch time in the Philippines over the past year.
Research from Kantar showed that 85% of surveyed consumers in SEA use YouTube Shorts as part of their shopping journey. Video commerce now accounts for 20% of the region’s e-commerce value, according to YouTube.
The company said 81% of users who use Google or YouTube for shopping are likely to buy from the same brand again, while 90% said they were satisfied with their purchase.
To improve the shopping process further, YouTube is integrating artificial intelligence into its tools. The new Auto Timestamps feature automatically displays product tags at the exact moment they are mentioned in a video. The company also plans to test an AI system that can identify and tag eligible products automatically later this year.