Quick update from the world of tech and creator tools: YouTube has just officially launched YouTube Shopping in the Philippines, marking a pretty major move for video commerce in the region.
The platform has been rolling out YouTube Shopping across Southeast Asia, and with today’s announcement, the Philippines becomes the sixth country to get it—joining markets where video-first shopping is gaining serious traction.
What is YouTube Shopping?
YouTube Shopping lets creators tag products directly on their videos, Shorts, and livestreams. No more digging through description boxes for a random link. If you’re watching a video and you spot something you like, you’ll be able to tap and check it out seamlessly—powered by Shopee.
It’s designed to make the buyer journey more intuitive, and it gives creators another way to turn content into income.
Shopee + YouTube = More Wins for Sellers and Creators
This expansion is great news for both Shopee sellers and local content creators. Sellers can now tap into a wider network of creators to showcase products and boost sales, while creators get a new way to monetize by recommending products they already use and love.
“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,” said Sapna Chadha, Vice President for Google Southeast Asia and South Asia Frontier.
“At Shopee, we are committed to delivering engaging shopping experiences that integrate content, community, and commerce,” said Vincent Lee, Head of Shopee Philippines. “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.”
Why Now? The Numbers Behind the Launch
Video commerce is on the rise. In 2024, it made up 20% of Southeast Asia’s e-commerce GMV—a fourfold increase from just two years prior.
Locally, the creator economy is booming. Over 450 YouTube channels in the Philippines have crossed 1 million subscribers, and more than 6,000 channels have 100,000+ subs.
Trust plays a huge role here. A global study revealed that viewers are 98% more likely to trust YouTube creator recommendations than those on other social platforms, and YouTube drives 3.8x greater purchase intent than average.
How It Works for Creators
Creators who join the YouTube Shopping affiliate program can:
▪️Tag products in new or existing videos
▪️Pin featured products during livestreams
▪️Showcase products in the description and “Product” sections
▪️Link directly to Shopee product pages for easy checkout
This adds to existing monetization tools like Ads, Channel Memberships, Super Thanks, and more.
It’s Already Working in the Region
YouTube shared a couple of success stories from creators in other SEA countries:
▪️Mai Trinh Hồ, a beauty and fashion creator, saw her revenue jump 5x after joining the program.
▪️Jagat Review, a tech channel from Indonesia, said affiliate sales made up 50% of his total channel revenue in just a few months.
Local Creators Are On Board
Content creators here are already seeing the potential.
“I always get asked where I got this and that makeup or clothing or home stuff on my vlogs and for a long time, it’s been challenging to share them all,” said Camille Co. “Now with YouTube Shopping, it’s so much easier to share these products that I love and truly believe in. A huge plus also for me because I get to earn on the side while doing so!”
Mond Salem of Hardware Voyage is also excited: “I’m so excited about YouTube Shopping finally being in the Philippines! I’m looking forward to me and my fellow creators earning more with featured product sale commissions.”
Why Brands and Advertisers Should Care
YouTube Shopping isn’t just for creators—it’s a big win for brands too.
By working with creators and pairing products with engaging content, advertisers can reach viewers earlier in the buying process. According to YouTube, campaigns using creator content with product feeds see stronger conversion performance.
Case in point: L’Oréal Thailand saw 10x more high-intent views and a cost-per-visit that was 2x more efficient than past campaigns when they used YouTube Shopping affiliate tools.
What’s Next?
With categories like beauty, gadgets, and home living already gaining traction, YouTube and Shopee are betting big on creators to influence shopping behavior in SEA.
This launch in the Philippines could be the start of a more integrated, content-driven shopping experience—and a big win for local creators looking to monetize in new ways.
