YouTube has officially launched its Shopping affiliate programme in Singapore through a collaboration with local e-commerce platform Shopee. The initiative aims to empower content creators by giving them more ways to monetise their videos while making it easier for viewers to discover and purchase products they see in content they enjoy.
The programme allows eligible local creators to recommend products in their videos, with viewers able to shop directly through tagged items. This partnership enables Shopee sellers to reach a broader and more engaged audience through creator-driven content, while creators can earn affiliate income by promoting products that resonate with their followers.
The collaboration reflects a wider shift in consumer behaviour, where audiences increasingly rely on content creators for product recommendations. The new model links entertainment and shopping more closely, offering a seamless e-commerce journey built on trust, engagement and convenience.
Creator economy and video commerce on the rise in Southeast Asia
Video commerce now represents a growing share of Southeast Asia’s e-commerce market. In 2024, it accounted for 20% of the region’s gross merchandise value, a fourfold increase since 2022. Meanwhile, Singapore’s creator economy has grown steadily, with an 18% rise in video influencers focusing on retail categories between 2022 and 2024.
Consumers are turning to trusted creators for authentic reviews and demonstrations. According to YouTube, 2 in 5 shoppers in Southeast Asia use online video during the buying process, and 62% of Singaporean consumers have made a purchase after discovering a brand, product or retailer on the platform. These behaviours highlight how video content is not only shaping product discovery but also driving real sales.
A recent study by Kantar revealed that 8 in 10 Gen Z shoppers in Southeast Asia want entertaining shopping experiences, with 73% preferring to complete purchases through e-commerce platforms. This supports the value of the YouTube and Shopee collaboration, which blends engaging content with the ease of direct online purchases.
Ajay Vidyasagar, Managing Director for YouTube Southeast Asia and Emerging Markets, said, “YouTube is uniquely positioned to bridge the gap between traditional e-commerce and the rapidly expanding video commerce ecosystem. Since last year, we have partnered with Shopee to launch YouTube Shopping to further fuel buoyant digital economies across Southeast Asia, and are now bringing this experience to Singapore, one of the biggest contributors to the thriving e-commerce in the region. We believe the launch will reshape the consumer journey as it further connects creators with their audiences, enabling content monetisation while strengthening community engagement around shared interests, and look forward to seeing how creators will tap on our tools to creatively engage with their audiences.”
Simplifying the buying process for viewers and creators
YouTube Shopping allows creators to tag products in both new and existing videos, including live streams. Viewers can click on these product tags during a video or livestream to see more details and make purchases directly through external Shopee sales pages. A list of tagged products also appears in the video description and under a designated ‘Product’ section.
This functionality complements existing monetisation tools for Singaporean creators, including Ads Revenue, YouTube Premium Revenue, Channel Memberships, Super Thanks, Super Chat and Super Stickers. With the addition of the affiliate programme, creators have more ways to engage their audiences while generating income.
Chua Kel Jin, Director of Shopee Singapore, commented, “At Shopee, we are redefining the future of e-commerce by seamlessly blending content, community, and commerce. This partnership with YouTube Shopping marks a pivotal step for Shopee brands and sellers, providing them with a powerful, convenient way to easily connect with creators and leverage their influence to accelerate sales. At the same time, this collaboration also opens up exciting new business opportunities for content creators, allowing them to monetise their creativity while promoting products that resonate with their audiences. As digital commerce continues to evolve, Shopee remains committed to empowering both sellers and creators, unlocking unprecedented growth and shaping the next era of online shopping.”
Several creators and brands have expressed their support for the initiative. Gerald Chan, co-founder of Geek Culture, said, “Our audience across the region have been clear in wanting more dedicated and curated content developed for them, and being a part of the YouTube Shopping Affiliate Program with Shopee has provided us with a great avenue to engage them. We are now armed with the capabilities to turn views into fulfillment touch points and this has been a wonderful addition to our YouTube content slate. This empowers us to give our audience direct access to the various products featured in both our short and long form videos.”
Mongabong, a YouTube creator with nearly two decades of experience, added, “As a YouTube creator, it’s incredibly rewarding to share the brands I genuinely love with my audience. Knowing that so many viewers trust my channel for honest reviews and inspiration before they make a purchase is something I truly value. These interactions have helped me build a real connection with the community I have. The arrival of YouTube Shopping in Singapore is a game-changer! By making it even easier for viewers to explore and buy directly from the content they enjoy, it creates fantastic opportunities for both brands and creators to collaborate in exciting new ways – it’s a win-win for everyone.”
Zenyum’s Vice President for Consumer Products, Niclas Hildebrand, noted, “At Zenyum, we’ve consistently seen strong results from social selling and partnering with creators to grow our business. The launch of YouTube Shopping in Singapore is a natural next step—blending engaging content with seamless commerce. It adds a powerful layer to our content ecosystem and gives creators an even bigger role in inspiring and guiding purchase decisions. We’re excited to be part of this new chapter with YouTube and Shopee.”
The affiliate programme has already shown strong results in neighbouring markets, including Indonesia, Vietnam, Malaysia and Thailand. In Indonesia, Shopee reported that average daily orders attributed to YouTube content grew more than sixfold in January this year compared to when the collaboration first began. Top-performing product categories include Mobile & Gadgets, Home & Living, and Beauty, highlighting the wide potential for content-driven sales.
As YouTube continues to expand the Shopping affiliate programme in Southeast Asia, the partnership with Shopee marks another step forward in uniting commerce and content in ways that benefit both creators and brands.
