YouTube has introduced YouTube Shopping in the Philippines, growing its partnership with Shopee to help boost video commerce across Southeast Asia. The launch brings the YouTube Shopping affiliate program to six countries in the region, offering new opportunities for local sellers, creators, and shoppers.
With YouTube Shopping, Shopee sellers can now collaborate with a wider group of content creators. This setup allows them to reach more potential customers and promote their products through creators’ trusted videos. Viewers can easily discover and buy products without leaving YouTube, making the shopping experience faster and more connected.
Eligible Filipino creators can earn commissions by tagging products in their videos and live streams. Instead of placing links in video descriptions, they can now highlight products directly on the screen. Shoppers simply click on the tagged products and get redirected to Shopee to complete their purchases.
“Southeast Asia is shaping the future of shopping with its powerful combination of a deeply engaged video-first audience, a profitable digital economy, and a vibrant creator community,” said Sapna Chadha, vice president for Google Southeast Asia and South Asia Frontier. “We’re thrilled to bring YouTube Shopping to the Philippines — making Southeast Asia home to six out of nine countries globally that have it.”
Tapping the growing video commerce and creator economy
The launch taps into the growing demand for video-driven shopping experiences. According to a Kantar study, eight in 10 Gen Z shoppers in Southeast Asia want their shopping experiences to be fun and entertaining. In the Philippines, 63% of Gen Z shoppers prefer completing their purchases on e-commerce platforms like Shopee even after discovering products through videos.
The creator economy in the country is also thriving. More than 450 YouTube channels have over 1 million subscribers, while over 6,000 channels have surpassed 100,000 subscribers. This strong creator community plays a big role in influencing purchase decisions.
“Our partnership with YouTube Shopping is a significant milestone for our brands and sellers, allowing them to connect with creators and harness their influence to drive sales effectively,” said Vincent Lee, head of Shopee Philippines. “This collaboration also opens up exciting opportunities for the growing number of Filipino content creators to monetize their creativity while promoting products that resonate with their audiences.”
New ways for brands and advertisers to connect
Advertisers also benefit from the program. YouTube Shopping allows brands to link ads directly to creator content, reducing the number of steps from product discovery to purchase. This setup makes it easier to reach customers while they are engaged with trusted creator videos.
Since YouTube Shopping launched in Southeast Asia, products from categories like beauty, mobile gadgets, and home goods have seen active sales. This shows how the platform supports a wide range of sellers and creators in building connections with audiences.
As video commerce continues to grow, YouTube Shopping aims to support the needs of Filipino creators, shoppers, and sellers by creating a more engaging and seamless way to shop through content they already trust and enjoy.