YouTube Shopping Launches in the Philippines

YouTube Shopping Launches in the Philippines: A Revolution in Video Commerce

Redefining Shopping with YouTube and Shopee

On April 25, 2025, YouTube Shopping officially launched in the Philippines, marking another milestone in its partnership with Shopee and expanding the program to six countries in Southeast Asia. This innovative initiative revolutionizes video commerce by making shopping simpler, faster, and more integrated. With YouTube Shopping, viewers can discover and purchase products seamlessly while watching content from their favorite creators.

Gone are the days of clicking links in descriptions, searching through endless pages, or toggling between multiple apps. Product tagging, introduced through the YouTube Shopping affiliate program, simplifies the shopping experience, allowing users to browse and buy without interruptions. This move is set to reshape how Filipino consumers shop and engage with online content.

Empowering Sellers and Creators

The partnership between YouTube and Shopee opens doors for both Shopee sellers and local creators. Sellers now have the chance to expand their reach by connecting with a wider network of creators, tapping into an audience that’s already highly engaged. This strategic collaboration amplifies brand visibility, accelerates product discovery, and ultimately boosts conversion rates.

For eligible creators, this initiative unlocks new monetization opportunities. Filipino creators can promote products directly to their audience—an audience they’ve already cultivated trust and connections with. The rise of content-driven shopping aligns perfectly with evolving consumer habits. By collaborating with sellers, creators gain the opportunity to leverage their influence in a way that creates meaningful engagement and income.

Southeast Asia’s Growing Video Commerce Landscape

Southeast Asia is rapidly emerging as one of the fastest-growing e-commerce markets in the world. Video commerce, in particular, has witnessed explosive growth, contributing to 20% of the region’s e-commerce gross merchandise value in 2024—a staggering fourfold increase since 2022.

The Philippines has also seen a dramatic rise in the creator economy, with over 450 YouTube channels boasting more than one million subscribers and over 6,000 channels with 100,000 subscribers or more. This shift underscores the growing role of creators as trusted sources for information, entertainment, and now, shopping recommendations.

Studies highlight the role of creators in influencing consumer behavior. Online users are 98% more likely to trust recommendations from YouTube creators compared to other platforms, leading to higher purchase confidence. Moreover, YouTube drives 3.8 times greater purchase intent, proving its effectiveness as a shopping platform.

Filipino Gen Z shoppers, in particular, are at the forefront of this trend. A Kantar study revealed that eight in ten Gen Z respondents prefer entertaining shopping experiences that blend content and commerce. Despite exploring alternative channels for product discovery, 63% of Gen Z Filipinos still choose to complete their purchases on e-commerce platforms. This partnership between YouTube and Shopee is perfectly positioned to cater to these preferences.

What Industry Leaders Are Saying

The launch of YouTube Shopping in the Philippines highlights the region’s significant role in shaping the future of commerce. Sapna Chadha, Vice President for Google Southeast Asia, expressed excitement about the program:

“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. We’re thrilled to bring YouTube Shopping to the Philippines—making Southeast Asia home to six out of nine countries globally that have it.”

Likewise, Vincent Lee, Head of Shopee Philippines, underscored the impact this collaboration would have on sellers and creators:

“Our partnership with YouTube Shopping is a significant milestone. It allows sellers to connect with creators and harness their influence to drive sales effectively. This collaboration also opens exciting opportunities for Filipino content creators to monetize their creativity while promoting products that resonate with their audiences.”

How the Affiliate Program Works

The YouTube Shopping affiliate program enables creators to tag products in their videos, making them visible in the description or dedicated ‘Product’ section. During live streams, creators can pin products for real-time audience engagement. Clicking on a product redirects viewers to Shopee’s sales page for seamless purchases.

Beyond sales, this affiliate program complements existing tools that empower creators to monetize their content, including Ad Revenue, Channel Memberships, Super Thanks, Super Chat, and Super Stickers.

In just seven months since YouTube Shopping debuted in Southeast Asia, creators like Mai Trinh Hồ (Vietnam) and Jagat Review (Indonesia) have reported significant earnings increases. Mai, known for her honest beauty and fashion reviews, saw her revenue grow by five times, while Jagat’s affiliate program income accounted for 50% of his channel’s total earnings within months.

Filipino creators like Camille Co and Mond Salem are equally enthusiastic about the feature. Camille highlighted how product tagging simplifies sharing her favorite items:
“It’s so much easier to share these products that I love and truly believe in. A huge plus for me because I get to earn on the side while doing so!”

Mond added:
“I’m excited about YouTube Shopping finally being in the Philippines! I look forward to earning more with featured product sale commissions.”

A Win-Win for Brands and Advertisers

For advertisers, YouTube Shopping offers a direct and engaging way to connect with consumers. By partnering with creators, brands can integrate their products into content, shortening the customer journey from discovery to purchase.

L’Oréal Thailand’s successful campaign with the YouTube Shopping affiliate program serves as an example. The beauty brand achieved 10X more high-intent views and reduced cost-per-visit by 50%, demonstrating the platform’s potential for driving impactful business outcomes.

Since its launch, YouTube Shopping has seen active usage across diverse categories like Beauty, Mobile & Gadgets, and Home & Living, highlighting its wide-reaching appeal and effectiveness in influencing consumer behavior.

The Future of Shopping in Southeast Asia

As YouTube Shopping continues its expansion across Southeast Asia, it reinforces its position as a transformative force in the creator economy and video commerce. By bridging content and commerce, the platform unlocks endless opportunities for creators, brands, and viewers alike.

This launch marks a significant step forward in digital retail innovation—bringing consumers closer to the products they love while empowering Filipino creators to turn influence into earnings.

To learn more about enabling YouTube Shopping on your channel, click here.