American social media and online video sharing platform YouTube has on Thursday launched its Shopping affiliate program in Singapore in partnership with homegrown brand, Shopee.

YouTube said in a statement that the launch of the YouTube Shopping Affiliate Program in Singapore offers exciting opportunities for both Shopee sellers and content creators.

Shopee sellers can now expand their reach by collaborating with an even broader network of content creators through this partnership, giving them the opportunity to tap into a highly engaged, incremental audience and drive sales like never before.

This seamless connection between creators and sellers accelerates product discovery, amplifies brand reach, and ultimately enhances conversion rates.

For eligible local creators, this partnership unlocks new business opportunities, enabling them to monetize their influence by promoting products to an audience they have already built connections with.

As consumers in Singapore increasingly seek engaging, content-driven shopping experiences, this collaboration meets their evolving expectations.

According to the statement, Southeast Asia is one of the world’s fastest-growing e-commerce markets, with video commerce having surged to 20 percent of the region’s e-commerce gross merchandise value in 2024 – a fourfold increase since 2022.

At the same time the Singapore creator economy is thriving, with an 18 percent increase in the number of video influencers focusing on retail categories in Singapore from 2022 to 2024.

Driving this growth is a shift from passive discovery to a more engaging shopping experience, with consumers looking to online content with creators they trust for information and entertainment.

2 in 5 consumers in Southeast Asia use online videos while researching for shopping, and in Singapore, 62 percent of consumers have made a purchase after using YouTube to discover new brands, products or retailers.

This underscores viewers’ trust in creators’ recommendations and their desire for authentic product reviews and demonstrations.

Consumers are looking to search-led entertainment to enrich their shopping experience, and this deep engagement with shopping content on YouTube underscores the platform’s unique position to power this.

In addition, according to a Kantar study on shopping behaviors among Southeast Asian Gen Zs, eight in ten Gen Z respondents desire entertaining shopping experiences, reinforcing the importance of content in their shopping journey.

Furthermore, despite exploring alternative channels for product discovery, 73 percent of Gen Z respondents still prefer to complete their purchases on e-commerce platforms — making this partnership between YouTube and Shopee highly synergistic in creating an integrated, seamless shopping experience.

“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,” said Ajay Vidyasagar, Managing Director for YouTube Southeast Asia and Emerging Markets.

“We believe the launch will reshape the consumer journey as it further connects creators with their audiences, enabling content monetization 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,” he added.

Chua Kel Jin, Director of Shopee Singapore, shared that at Shopee, they are redefining the future of e-commerce by seamlessly blending content, community, and commerce.

According to him, 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 monetize 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,” he added.

With YouTube Shopping, creators can tag products in existing and new videos, as well as pin them during live streams.

Viewers can conveniently start shopping while watching content from their favorite creators.

The YouTube Shopping affiliate program complements existing monetization options that empower Singaporean creators to engage their audience and build deeper connections beyond immediate sales.

These include tools such as Ads Revenue, YouTube Premium Revenue, Channel Memberships, Super Thanks, Super Chat and Super Stickers.

Since launching the YouTube Shopping affiliate program in Indonesia, Vietnam, Malaysia and Thailand, the program has already delivered impressive results.

In Indonesia, for instance, according to Shopee, average daily orders attributed to YouTube content in January this year have grown more than sixfold since the collaboration first launched.

Categories such as mobile and gadgets, home and living, and beauty are leading the way, demonstrating the diverse product range and significant potential for creators to influence consumer purchasing decisions.

As YouTube Shopping continues to gain momentum in Southeast Asia, it strengthens its position as a transformative force in the e-commerce and creator economies, said the statement.

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