YouTube’s integration of e-commerce into its platform is gaining traction in the Philippines, two months after it introduced YouTube Shopping in partnership with Shopee.
The move places the Philippines among the first six markets globally to roll out the initiative, underscoring the country’s role in the growth of the regional digital economy.
According to YouTube, over 20 percent of eligible Filipino creators have signed up for its affiliate program since the launch, signaling early adoption of a new revenue stream in the creator economy.
The platform’s reach — covering more than 93 percent of Filipinos aged 18 and above with Internet access — positions it as a significant channel for consumer engagement in online commerce.
Industry observers note that the initiative aligns with broader government and private sector efforts to strengthen digital trade and provide alternative income opportunities for local entrepreneurs and creators.
Findings from Ipsos show that Filipino users are 98 percent more likely to trust recommendations from YouTube creators compared with other social media platforms, highlighting the growing influence of creator-driven commerce in shaping purchasing decisions.
To address feedback from creators, YouTube has added new shopping features, including product “stickers” on Shorts, timestamps to highlight items within videos, and a Chrome extension for tagging Shopee products.
These features are designed to make product integration seamless and to support creators in building sustainable business models tied to digital commerce.
Since launch, over 550,000 products have been tagged across 240,000 videos, indicating strong activity within the ecosystem.
Sapna Chadha, vice president for Southeast Asia and South Asia Frontier at Google, said YouTube is focused on expanding monetization options for creators, with shopping positioned as a key addition to existing revenue streams.
The company also held a YouTube Shopping Accelerator event on Aug. 27 to engage new and established creators, signaling plans to deepen its role as both a media and commerce platform in the Philippine market.
