YouTube launches shopping affiliate programme with Shopee

YouTube has launched its Shopping affiliate program in Singapore in partnership with Shopee, providing creators and sellers with new revenue and audience engagement opportunities.

The programme allows eligible local creators to tag products in their videos and pin them during live streams, enabling viewers to shop while watching content. This initiative aims to help creators monetise their influence and promote products to their established audiences, creating new business opportunities.

Shopee sellers can partner with a broader network of content creators, potentially reaching an incremental and engaged audience to drive sales. The collaboration between creators and sellers is set to enhance product discovery, expand brand reach, and improve conversion rates.

Ajay Vidyasagar, Managing Director for YouTube Southeast Asia and Emerging Markets, stated, "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. We 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."

Shopee Singapore Director, Chua Kel Jin, remarked, "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."

YouTube creators like Gerald Chan, Co-founder of Geek Culture, and Mongabong have expressed appreciation for the new programme. Gerald Chan commented, "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 shared her excitement, stating, "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."

Niklas Hildebrand, Vice President for Consumer Products at Zenyum, added his perspective, "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 introduction of this programme in Singapore follows successful launches in other Southeast Asian markets, such as Indonesia, Vietnam, Malaysia, and Thailand, where significant growth in daily orders has been reported. As the YouTube Shopping affiliate programme continues to expand, it is anticipated to further influence the e-commerce and creator economies across the region.