YouTube has launched its Shopping Affiliate Programme in Singapore, partnering with e-commerce giant Shopee to unlock new opportunities for local creators and sellers amid surging demand for content-driven shopping experiences.

The move is part of YouTube’s broader regional push to blend entertainment and e-commerce, following successful rollouts in Indonesia, Vietnam, Malaysia and Thailand. The partnership enables creators to tag Shopee products in their videos and live streams, allowing viewers to seamlessly purchase items featured in content.

Southeast Asia’s e-commerce landscape has rapidly evolved, with video commerce now making up 20 per cent of the region’s gross merchandise value – quadrupling since 2022. In Singapore, the creator economy is also thriving, with an 18 per cent rise in video influencers focusing on retail categories between 2022 and 2024.

“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.

He added that the programme will “reshape the consumer journey” by deepening engagement between creators and audiences, while also enhancing monetisation opportunities.

Shopee sellers stand to benefit from expanded reach and improved conversion rates through authentic, creator-led product recommendations. According to data from Shopee, YouTube-driven content has already boosted daily orders by over sixfold in Indonesia since the programme’s debut.

Chua Kel Jin, Director of Shopee Singapore, said the initiative marks a “pivotal step” in redefining online retail by merging content, community and commerce.

“For brands and sellers, this means a powerful, convenient way to connect with creators and accelerate sales. For creators, it opens up exciting new opportunities to monetise their content while promoting products that resonate with their followers,” said Mr Chua.

In Singapore, 62 per cent of consumers have made purchases after discovering products on YouTube. A separate study by Kantar found that 80 per cent of Gen Zs across Southeast Asia desire entertaining shopping experiences – highlighting the appetite for more immersive and authentic retail journeys.

For creators, the affiliate programme adds to YouTube’s monetisation arsenal, which includes ad revenue, channel memberships and viewer tipping features like Super Chat. Local content creators such as Geek Culture and Mongabong say the new integration helps turn views into sales touchpoints.

“It’s a game-changer,” said Mongabong. “By making it easier for viewers to explore and buy directly from the content they enjoy, it creates fantastic opportunities for both brands and creators to collaborate.”

Brands are also seeing value in the authentic engagement that creators bring. Niclas Hildebrand, Vice President for Consumer Products at Zenyum, said the feature “blends engaging content with seamless commerce,” reinforcing the influence creators have in driving purchase decisions.