YouTube Launches Shopping Affiliate Program in Singapore in Partnership With Shopee
- Kyle Chua
- Apr 3
- 2 min read
YouTube creators in Singapore can now create a platform for their viewers to check out products they recommend.
Google announced today the launch of YouTube Shopping in the country in partnership with homegrown brand, Shopee. YouTube Shopping is an affiliate program that enables content creators and Shopee sellers to connect and expand their reach and revenue streams.
Through this program, Shopee Sellers can collaborate with YouTube’s network of content creators to tap into a highly engaged audience and drive sales. YouTube creators, meanwhile, unlock new business opportunities to monetise their influence by promoting products to their audience. The expectation is that the connection can accelerate product discovery, amplify brand reach, and ultimately enhance conversion rates.
The program was launched in response to recent shifts in consumer behavior, propelled by video commerce having surged to 20% of Southeast Asia’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% increase in the number of video influencers focusing on retail categories in the country from 2022 to 2024.
Two in five consumers in Southeast Asia reportedly use online videos while researching for shopping. In Singapore particularly, up to 62% 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.
“YouTube is uniquely positioned to bridge the gap between traditional e-commerce and the rapidly expanding video commerce ecosystem,” 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 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.”
With YouTube Shopping, eligible creators can tag products in existing and new videos, as well as pin them during live streams. All the products they tag and the information about each product can be found 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.
Google says this new affiliate program complements existing monetisation options already available for Youtube creators, which include Ads Revenue, YouTube Premium Revenue, Channel Memberships, Super Thanks, Super Chat and Super Stickers.
Google has announced the launch of YouTube Shopping in Singapore in partnership with Shopee.
YouTube Shopping is an affiliate program that enables content creators and Shopee sellers to connect and expand their reach and revenue streams.
With the program, eligible creators can tag products in existing and new videos, as well as pin them during live streams.