YouTube Shopping lands in SG amid demand for content-driven experiences

YouTube and Shopee have partnered to launch the 'Shopping Affiliate Program' in Singapore, aiming to create new business opportunities for Shopee sellers and content creators.

This collaboration is designed to enhance product discovery, boost brand reach, and improve sales conversion rates. In addition, the partnership allows Shopee sellers to connect with a wide range of content creators, potentially reaching a broader audience and driving sales.

For eligible local creators, this partnership unlocks new business opportunities, enabling them to monetise their influence by promoting products to an audience they have already built connections with.

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With YouTube Shopping, creators can tag products in existing and new videos, as well as pin them during livestreams. Viewers can conveniently start shopping while watching content from their favourite creators. 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.

The affiliate program also complements existing monetisation options such as ads revenue, channel memberships, super thanks, super chat and super stickers. On the other hand, brands can leverage YouTube's ability to foster authentic connections and cultivate brand loyalty by tapping on genuine reviews and experiences from creators to help viewers make informed decisions.

"YouTube is uniquely positioned to bridge the gap between traditional eCommerce and the rapidly expanding video commerce ecosystem. Since last year, we have partnered with Shopee to launch YouTube Shopping to further fuel buoyant digital economies across Southeast Asia, and are now bringing this experience to Singapore, one of the biggest contributors to the thriving eCommerce in the region," said Ajay Vidyasagar, managing director for YouTube Southeast Asia and emerging markets.

"We believe this 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 audiences," added Vidyasagar.

Meanwhile, Chua Kel Jin, director of Shopee Singapore said that the partnership marks a pivotal step for Shopee brands and sellers as it provides them with a powerful, convenient way to easily connect with creators and leverage their influence to accelerate sales.

"As digital commerce continues to evolve, Shopee remains committed to empowering both sellers and creators, unlocking unprecedented growth and shaping the next era of online shopping," said Chua.

At a media event on Thursday (3 April), Geraldine Ho, head of marketing at Shopee Singapore, discussed the alignment of the YouTube Shopping program with Shopee's strategy in Singapore to add value and provide support to its sellers, brands, users and creators. 

The partnership comes as a response to the increasing demand for content-driven shopping experiences among Singaporean consumers. Southeast Asia, recognised as one of the fastest-growing eCommerce markets, has seen video commerce rise to account for 20% of the region’s gross merchandise value in 2024, up from 2022. The creator economy in Singapore has also grown, with an 18% increase in video influencers in the retail category over the same period. Additionally, consumer interest in engaging online shopping experiences is rising, with 62% of Singaporeans reportedly making purchases after discovering brands on YouTube.

This launch comes after YouTube Shopping saw success in Indonesia, Vietnam, Malaysia and Thailand. In Indonesia, average daily orders attributed to YouTube content in January 2025 have grown more than sixfold since the collaboration first launched, said Shopee. Categories such as mobile and gadgets, home and living and beauty lead the way in demonstrating the diverse product range and significant potential for creators to influence consumer purchasing decisions.

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