YouTube and Shopee Team Up to Bring Seamless Shopping to the Philippines and Southeast Asia

 YouTube, in partnership with Shopee, launches YouTube Shopping in the Philippines. With this launch, the YouTube Shopping affiliate program is now available in six countries across Southeast Asia, further fueling the burgeoning video commerce in the region. YouTube Shopping seeks to elevate the purchase experience and create more opportunities for viewers, content creators, and even advertisers. 

Viewers can now seamlessly find and buy the things they love while watching content from their favorite creators. The YouTube Shopping affiliate program transforms video e-commerce from links in the description box to actual and direct product tagging – no more extra clicking, endless searching, or switching between websites. All they have to do is check out! 

 

The launch of the YouTube Shopping Affiliate Program in the Philippines offers exciting opportunities for both Shopee sellers and content creators. Shopee sellers can now expand their reach by collaborating with an even broader network of content creators through this partnership, giving them the opportunity to tap into a highly engaged, incremental audience and drive sales like never before. This seamless connection between creators and sellers accelerates product discovery, amplifies brand reach, and ultimately enhances conversion rates. 

L-R: Content creator Camille Co, Country Head of Shopee Philippines Vincent Lee, Vice President of Google Southeast Asia and South Asia Frontier Sapna Chadha, Business Development Manager for ECommerce for Colgate Palmolive Philippines Tyron Syling, Content creator Mond Salem of Hardwage Voyage

 

For eligible local creators, this partnership unlocks new business opportunities, enabling them to monetize their influence by promoting products to an audience they have already built connections with. As consumers in the Philippines increasingly seek engaging, content-driven shopping experiences, this collaboration meets their evolving expectations.

Tapping on the rise of video commerce and creator economy in the Philippines

Southeast Asia is one of the world's fastest-growing e-commerce markets, with video commerce having surged to 20% of the region’s e-commerce gross merchandise value in 2024–a fourfold increase since 2022^[1]. At the same time the Philippine creator economy is thriving, with over 450 channels with more than one million subscribers, and over 6,000 channels with more than 100,000 subscribers^[2]. 

 

Driving this growth is a shift from traditional discovery to a video-first shopping experience, with consumers looking to online content with creators they trust for information and entertainment. On YouTube, creators are more than just entrepreneurs and cultural influencers – they are trusted advisors on behalf of brands. A global study reveals that online users are 98% more likely to trust recommendations from YouTube creators compared to other social platforms. This trust translates directly into purchase confidence. In fact, YouTube drives 3.8 times greater purchase intent than other social platforms on averages^[3]. 

 

This underscores viewers’ trust in creators' recommendations and their desire for authentic product reviews and demonstrations ultimately leading to conversion. Consumers are looking to search- and video-led entertainment to enrich their shopping experience, and this deep engagement with trusted creators on YouTube underscores the platform’s unique position to power this. 

 

According to a Kantar study on shopping behaviors among Southeast Asian Gen Zs, eight in ten Gen Z respondents desire entertaining shopping experiences reinforcing the importance of content in their shopping journey. Furthermore, despite exploring alternative channels for product discovery, 63% of Filipino Gen Z respondents still prefer to complete their purchases on e-commerce platforms, making this partnership between YouTube and Shopee highly synergistic in creating an integrated, seamless shopping experience. 

Sapna Chadha, Vice President for Google Southeast Asia and South Asia Frontier said, “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. We’re thrilled to bring YouTube Shopping to the Philippines—making Southeast Asia home to six out of nine countries globally that have it. Just seven months since our regional debut, we’re seeing strong traction across creators, sellers, and advertisers already. Building on this early momentum, YouTube Shopping will continue to grow, unlocking new opportunities for viewers, creators, brands, and partners across this dynamic region.”

Vincent Lee, Head of Shopee Philippines shared, ”At Shopee, we are committed to delivering engaging shopping experiences that integrate content, community, and commerce. Our partnership with YouTube Shopping is a significant milestone for our brands and sellers, allowing them to connect with creators and harness their influence to drive sales effectively. 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. As the digital economy continues to expand, our commitment is to support sellers and creators alike, helping them thrive in this evolving landscape."

 

Earn more with YouTube Shopping affiliate program for creators 

With the YouTube Shopping affiliate program, creators can tag products in existing and new videos, as well as pin them during live streams. 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 YouTube Shopping affiliate program complements existing monetization options that empower Filipino creators to engage their audience and build deeper connections beyond immediate sales. These include tools such as Ads Revenue, YouTube Premium Revenue, Channel Memberships, Super Thanks, Super Chat and Super Stickers.

 

In just seven months since YouTube launched the YouTube Shopping affiliate program in Southeast Asia, the program has delivered impressive results and fantastic momentum. 

 

For example, Mai Trinh Hồ, a beauty and fashion creator known for her honest reviews, joined the YouTube Shopping affiliate program in the last quarter of 2024 and has already seen her revenue increase by almost five times. Another case is that of Jagat Review, a tech creator from Indonesia, shared that his earnings from the YouTube Shopping affiliate program made up a whopping 50% of his channel's total earnings between July and October of last year. 

 

Now that YouTube Shopping is launched in the Philippines, creators like Camille Co are excited – she is already sharing her favorite makeup products by tagging them on her videos. 

 

“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.” Co said. “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, a Filipino tech channel, is also optimistic about the feature. “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,” he said.

 

Reach and engagement opportunities for brands and advertisers 

 

For advertisers, YouTube Shopping opens new doors to reach and engage more consumers, driving better business outcomes. 

 

By enabling advertisers to directly connect partnership ads with relevant creator content, it will shorten the customer journey from discovery to sale. Brands can also use creator videos both long and short with product feeds in campaigns to expand reach to new customers across YouTube. For example, L’Oréal Thailandcombined its campaign with the YouTube Shopping affiliate programme and achieved 10X more high-intent views, 

with a cost-per-visit twice as efficient as previous campaigns.

 

Since launching the YouTube Shopping affiliate program across the region, YouTube and Shopee have witnessed active usage and purchase across different categories such as Beauty, Mobile & Gadgets, and Home & Living. This shows the diverse product range and significant potential for creators to influence consumer purchasing decisions. As YouTube Shopping continues to gain momentum in Southeast Asia, it strengthens its position as a transformative force in the video commerce and creator economies.

 

To learn more about enabling YouTube Shopping on your channel, click here.

 

Here are five foreign YouTubers who sincerely love the Philippines–on and off YouTube

The Philippines is beautiful. There’s just absolutely no denying it! The culture is rich, the natural sights are wonderful, the towns and cities are mesmerizing, and the warmth of the people is unparalleled. Filipinos already know that, but what’s even better is the droves of foreign nationals and content creators who are discovering it for themselves. 

 

In fact, some foreigners love it so much that they want to document everything amazing they see while they’re here in the Philippines. Some can’t even get enough of it that they end up moving here for good. 

 

For these creators on YouTube, making content on the good things they find in the country isn’t so much an attempt to play to a proud Filipino audience. It’s more a celebration of wide-eyed wonder at how the Philippines can be so enchanting–and sharing it with the rest of the world! 

 

Here are five foreign YouTubers who sincerely love the Philippines–on and off YouTube: 

1. The Hungry Syrian Wanderer
   

 

A Syrian-born Filipino naturalized citizen, Basel Manadil—who goes by The Hungry Syrian Wanderer and styles himself as an “Adopted Son of the Philippines”—gained a massive following for his videos about Filipino food and culture. He has been praised for his positive and respectful portrayal of the Philippines and Filipinos, finding time to document the details of daily life in the country.

 

2. Kuya Jake
   

 

Jake Taylor is an American YouTuber who married a Filipina and moved to the Philippines. One of his biggest claims to fame is his ability to speak in Tagalog and Ilocano, using his knowledge of the native languages to create funny and heartwarming videos—especially of delicious Filipino food, which he really can’t get enough of.

 

3. BecomingFilipino (Kyle “Kulas” Jennerman)

 

Kyle Jennerman is a popular Canadian YouTuber who is currently in the final stages of earning his naturalized Filipino citizenship. His popular YouTube channel shows him exploring the Philippines in informative and entertaining videos that pay homage and respect to locals, especially indigenous peoples, becoming well-known enough to even score a TV commercial with a local brand. 

 

4. Finn Snow

Finn Snow is an Icelandic travel vlogger who has fallen so in love with the Philippines that he decided to move here. He’s currently documenting his process of building a house in Dauin, Dumaguete on his YouTube channel. Snow’s videos highlight local practices and sights, promoting the country mostly to international viewers.

 

5. Bisayang Hilaw

Carson Moody, who goes by Bisayang Hilaw on YouTube, is an American YouTuber who has lived in the Philippines for several years. He has a popular YouTube channel where he shares his experiences of living in the Philippines in honest and insightful videos (some of which help out many Filipinos in rural areas financially). He has become a popular voice for foreign viewers who are interested in learning more about the Philippines, and a positive force for the locals he meets.

So the next time you’re looking for something that’ll make you proud to be a Filipino, go check these YouTube creators out and see the beautiful country through their wonder-filled eyes. You may even find something new and amazing about the Philippines you haven’t discovered yet.

YouTube and Goldenvoice announce multi-year renewal of Coachella livestream

Watch the 2023 Coachella Valley Music and Arts Festival from anywhere in the world this April 14-16, and 21-23 as YouTube and Goldenvoice renew their partnership making YouTube the exclusive livestream and content platform for the festival.

 

“It’s an absolute honor to continue our partnership with Goldenvoice to bring the magic of Coachella to music fans around the world,” said Lyor Cohen, Global Head of Music at YouTube. “Our shared passion for innovation and connecting artists with their fans through multiple formats is the foundation of this decade-plus partnership. Coachella reminds us of what’s fun and special about YouTube and every year leaves us more inspired for the next.”

 

YouTube has been the livestream partner of Coachella for 11 years running. The latest partnership gives YouTube exclusive live streaming rights until 2026.

YouTube and Goldenvoice announce multi-year renewal of Coachella livestream

 

BLACKPINK, Bad Bunny, Frank Ocean, and more

The 11th edition of one of the biggest music festivals in the world will see performances from top artists including K-Pop royalty BLACKPINK, Bad Bunny, Frank Ocean and more headlining the two-week festival. 

 

“Our partnership with YouTube brings Coachella to everyone around the world,” says Paul Tollett, Goldenvoice President. “The 2023 lineup sees performers from Brazil, France, Iceland, India, Jamaica, Nigeria, Puerto Rico, South Korea, Spain, and beyond, and bringing international fans closer to their hometown artists is important to our team.”

 

This year, Coachella is happening on April 14-16, and 21-23 at Empire Polo Club in Indio, California, USA

 

Livestreams, on-the-ground Shorts, content galore!

Beyond the livestream, Coachella taps into YouTube’s suite of multi-format features to create a one-of-a-kind experience by giving fans a closer look at what’s happening on the ground through YouTube Shorts, and making it possible to relive the experience with on-demand performance videos after the show.

 

The partnership is also including new elements and YouTube product integrations including YouTube Music, YouTube Shopping for exclusive merchandise drops, exclusive content for YouTube Premium subscribers, Live Chat, and onsite activations with YouTube Creators and Artists.

 

Year after year, Goldenvoice, together with the diverse set of genre-spanning global artists, has created some of today’s most iconic live performances. And for over a decade now, YouTube has been there to bring these legendary music moments from Coachella to fans around the world to experience in real-time and relive on-demand. 

 

Learn more about Coachella on YouTube and never miss a single show-stopping performance here.

Here are helpful tips from experienced content creators and insider advice from YouTube

As part of Google’s mission to help women upskill and create livelihood opportunities through its platforms and content, YouTube held this year’s edition of its Digiskarteng Pinay with an online training workshop for aspiring and budding creators.

 

“Digiskarteng Pinay is a platform for women empowerment and development, believing that when we uplift women in the country, we uplift households and communities,” said Google Philippines Country Director Bernadette Nacario. “As we strive to help more women, part of our goals at Digiskarteng Pinay is to give people more resources created by Filipinas and allies, for Filipinas.”

 

Here are some helpful tips from experienced content creators and insider advice from YouTube:  

 

Find your voice

The most important thing for a content creator to establish first is what their channel will be all about. Defining the goal will make it incredibly easier for a creator to find their way and consistently come out with content that can resonate.

 

“The most important thing is to know your ‘Why’ and your ‘What.’ Find your voice,” said Andrea Romualdez, Strategic Partner Manager at YouTube. “A good first thing to consider asking yourself is how would you like to have an impact? Are you there because you want to share something specific? Do you have a passion for something, or a talent that you really want to get out there?”

 

YouTube has a host of options that can help creators succeed once they figure out their goals, such as content verticals that cover and classify a wide range of topics, branding elements that establish a channel’s identity, settings that will allow creators to monetize their content and potentially sustain a livelihood, and analytics that can measure their performance and help them adjust accordingly.

 

Andrea’s biggest advice for creators is to be consistent, as a sustainable release schedule goes a long way in building a presence on the platform. Viewers and fans are constantly tuned in and will appreciate constant releases, and will also notice when new content is sporadic.

 

Make the most of what you’ve got

One of the most daunting things about starting a content creation journey on YouTube is the idea that you need the best equipment to shoot the best content. With the advent of accessible and affordable devices that can shoot in relatively high definition, however, it’s now easier than ever to use what you’ve got.

 

“The best equipment you can use is the one you already have,” said Lyqa Maravilla of Team Lyqa. “The thing is, you have the ability to create quality content simply because you are able to consume content right now. We all have a smartphone, and what that means is you have in your hands the power to be a content creator.”

 

Lyqa stressed that it is far more important to learn creative production techniques using the tools one already has, instead of seeking out top-of-the-line equipment and setups that may not make up for a lack of experience and production skill. It’s easy to learn how to shoot and edit properly with a wealth of free resources on the internet.

 

It’s not about the moment, it’s the movement
Once a creator starts a channel and sets up their first few videos, it may be hard to keep going and figure out what else they want to show the world.

 

This is why Team Tarah has stuck to a philosophy of not only planning possible content to make, but also of simply documenting everything that happens. They quote from the musical Hamilton: “This is not a moment, it’s a movement,” referring to how they don’t wait for any “shootable” moments to come around–instead, they simply record and let it all resonate. 

 

“Sometimes it’s like, I don’t feel like making a video right now. Sarah will feel lazy. But no, it’s the movement–so record,” said Tanch. “Do it, do you. It’s hard to edit if you don’t have material, if you don’t have enough videos.”

 

This mindset is a way of both making sure there is content for them to upload, and also to retain the valuable authenticity and genuineness that their fans love.

 

“What we really do is just document ourselves, just being real. We came out, we shared our story, we were brave to show the world who we really are, that’s when viewers started relating to us. Eventually, we grew a family and community on YouTube. That’s the thing about content creating–first you do you, then you listen to your community,” said Tanch.

 

Authenticity creates opportunities

It’s also that authenticity in one’s content that can ultimately create opportunities for monetization, which is a big goal for many YouTube creators.

 

For relatively smaller creators, there’s no need to deliberately curate posts and content releases just to attract brands for a partnership, says Vern and Verniece Enciso, who have made the successful transition from well-known bloggers to popular vloggers on YouTube. 

 

“Once you’re being yourself and you find your little family on YouTube, the brands will just come,” says Vern. “You don’t have to pressure yourself. When you’re just really being yourself and you’re listening to your audience and community, the brands will come naturally.

 

“It’s really okay to take a lot of videos, just put it out there–at the end of the day, you’re going to find the niche that would really like the content that you put out,” says Verniece. This strong engagement is also more important for potential brand partners, who will likely succeed more with a dedicated and supportive audience.

 

And when a creator does actually get a partnership with a brand, it’s a good practice to actually try the product or service first to form an honest opinion about it. Audiences will know if a creator promotes something they haven’t actually tried, and doing that will go against the idea of being authentic and genuine.

 

The life-changing power of self-promotion

A huge part of women’s success on any platform is the power of self-promotion, which can be intimidating to do. That’s why Google established its far-reaching #IAmRemarkable global initiative that empowers everyone, especially underrepresented groups, to celebrate their achievements in the workplace and beyond.

 

One of the most important roles #IAmRemarkable has is raising awareness of people’s roles as allies to each other, which can be very helpful in self-promotion of underrepresented groups. Google’s Global Content Manager for Pixel and #IamRemarkable Champion, Miami Cabansay,explained that there are three ways to do this: attribute ideas correctly, acknowledge accomplishments, and ask probing questions to encourage people.

 

“A great way for experienced YouTube creators to practice supporting up-and-coming creators is to mention them in your vlog, attribute their content, and encourage them with your own stories of how you started and what your struggles were. It will help create the culture of repeating one’s stories and magnifying them through your network of subscribers,” Miami said.

 

To watch the full replay of Digiskarteng Pinay online training workshop for creators, head over to the Google Philippines YouTube channel.