YouTube is taking its Shopping ecosystem in the Philippines to the next level with the onboarding of Lazada into its affiliate program, introducing a new wave of creator-driven shopping opportunities and seamless in-video purchasing experiences. The move strengthens YouTube’s growing role in shaping how Filipinos discover and buy products through video content.
Southeast Asia continues to lead the global evolution of video commerce, where audiences are highly engaged and creators influence consumer choices in real time. A recent Kantar survey revealed that 85 percent of respondents in the region use YouTube Shorts during their shopping journey, showing deep trust in creators’ authentic reviews and recommendations. The region’s e-commerce sector has grown exponentially, with video-driven shopping accounting for 20 percent of total e-commerce gross merchandise value in 2024.
In the Philippines, the thriving creator community has fueled massive growth for YouTube Shopping since its Southeast Asia debut last year. The affiliate program enables creators to earn commissions by tagging products directly in their videos—letting fans shop seamlessly without leaving YouTube. Over the past year, global YouTube Shopping gross merchandise volume has risen fivefold, while shopping-related watch time in the Philippines surged more than 70 percent year-on-year.
YouTube’s effectiveness as a shopping platform is also reflected in strong consumer satisfaction. Among surveyed users who relied on YouTube or Google during their shopping journey, 81 percent said they would buy the same brand again, while 90 percent reported being happy with their purchase. For brands, YouTube’s creator partnerships continue to be a proven avenue to reach engaged audiences and drive sales.
With Lazada now joining the YouTube Shopping affiliate program, Filipino creators gain access to a vast range of products to feature in their videos, while audiences can easily shop a wider variety of authentic local and global items showcased by their favorite influencers. For brands, the partnership offers powerful new opportunities to drive engagement, traffic, and conversions through creator collaborations.
“We’re excited to empower our Lazada Affiliates with new earning opportunities through YouTube Shopping,” said Carlos Barrera, Chief Executive Officer of Lazada Philippines. “By connecting the country’s premier online destination for authentic brands with one of the most engaged video communities, we’re seamlessly bringing together content and commerce. This collaboration reinforces our commitment to helping brands and creators thrive and to driving the next phase of digital commerce across the Philippines.”
To further enhance the shopping journey, YouTube is introducing several new tools designed to make shopping smoother and more interactive. These include Stickers on Shorts for eye-catching product tags, Timestamps that sync shopping tags with product appearances in videos, and a YouTube Shopping Chrome Extension to help creators save products for tagging later. Updated product tagging guidelines also provide clearer tips and best practices for creators.
YouTube is also harnessing AI to make shopping smarter. Its new Auto Timestamps feature automatically detects when a creator mentions a product and tags it at that exact moment, capturing viewer interest while saving creators time. Later this year, YouTube will begin testing automatic product identification and tagging for all eligible items featured in videos.
“Creators are the heart of YouTube, and we are deeply committed to helping them thrive in the Philippines’ digital economy,” said Prep Palacio, Country Manager of Google Philippines. “We’ve seen incredible momentum with YouTube Shopping in the region, and with Lazada joining the program, we’re further empowering creators and viewers to connect in more meaningful and commercially successful ways.”
As YouTube continues to expand its suite of shopping features and partnerships, it remains focused on building an ecosystem where creators, brands, and viewers all benefit—transforming every video into an engaging, trusted, and rewarding shopping experience.