YouTube, in partnership with Shopee, has launched YouTube Shopping in the Philippines.

“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. Just seven months since our regional debut, we’re seeing strong traction across creators, sellers, and advertisers already. Building on this early momentum, YouTube Shopping will continue to grow, unlocking new opportunities for viewers, creators, brands, and partners across this dynamic region,” Sapna Chadha, vice president for Google Southeast Asia and South Asia Frontier, said.

Viewers can now seamlessly find and purchase items while watching content. The YouTube Shopping affiliate program transforms video e-commerce from links in the description box to actual and direct product tagging, no more extra clicking, endless searching, or switching between websites.

The rise of video commerce and creator economy in Phl

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 Philippine creator economy is thriving, with over 450 channels with more than one million subscribers, and over 6,000 channels with more than 100,000 subscribers.

A global study reveals that online users are 98 percent more likely to trust recommendations from YouTube creators as compared to other social platforms. This trust translates directly into purchase confidence. YouTube drives 3.8 times greater purchase intent than other social platforms on average.

According to a Kantar study on shopping behaviors among Southeast Asian Gen Zs, eight in 10 Gen Z respondents desire entertaining shopping experiences, reinforcing the importance of content in their shopping journey. Furthermore, despite exploring alternative channels for product discovery, 63 percent of Filipino Gen Z respondents still prefer to complete their purchases on e-commerce platforms.

“At Shopee, we are committed to delivering engaging shopping experiences that integrate content, community and commerce. 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. 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. As the digital economy continues to expand, our commitment is to support sellers and creators alike, helping them thrive in this evolving landscape,” Vincent Lee, head of Shopee Philippines said.

With the YouTube Shopping affiliate program, creators can tag products in existing and new videos, as well as pin them during live streams. The full list of tagged products and information about each product is made available at a glance in the description section and “Product” section of the video. Clicking on a product will lead viewers directly to an external sales page on Shopee, for a seamless purchase.