YouTube is fueling a new era of video commerce in the Philippines with YouTube Shopping, launched in partnership with Shopee in April 2025. Since its debut, the initiative has gained strong momentum, showing how content-driven commerce is shaping the way Filipinos shop online.
Rising Demand for Shopping Content
Even before the launch, demand for shopping content on YouTube was on the rise. Between February 2024 and February 2025, shopping-related watch time in the Philippines grew by more than 70%. This surge reflected the growing appetite of Filipinos for commerce that is shaped by creators and video content. Building on this momentum, YouTube Shopping is now enabling creators and brands to meet this demand directly.
In just two months since launch, more than 20% of eligible Filipino creators have joined the affiliate program. This figure shows that 1 in 5 creators are already tapping into new revenue opportunities, turning passion into sustainable businesses. The Philippines is the sixth global market to launch YouTube Shopping, and early results demonstrate its dynamism. The program is unlocking business opportunities for creators and giving brands direct access to highly engaged audiences through creator-led partnerships.
YouTube as a Leader in Culture, Community, and Commerce
YouTube continues to play a central role in culture, community, and commerce in the Philippines. It is the number one video platform in Southeast Asia, reaching more consumers daily than any other service. In the Philippines, YouTube connects with over 93% of the online population aged 18 and older, making it the most effective platform for creators and brands to achieve growth at scale.
YouTube has become a cultural hub, reflecting Filipino passions and daily life. Viewers use the platform to follow popular shows such as Pinoy Big Brother and Batang Quiapo, and to catch highlights from the Philippine Basketball Association in real time. This connection is strengthened by creators, who play a vital role in shaping user engagement.
An Ipsos survey revealed that Filipino online users are 98% more likely to trust recommendations from YouTube creators than from other social platforms. This trust drives real action, influencing both entertainment choices and purchase decisions.
Empowering Creators and Brands
“We are building the next growth path for creators, who have become the most influential drivers of culture, connection, and commerce,” said Sapna Chadha, Vice President, Southeast Asia and South Asia Frontier at Google. “Our philosophy has always been that we only succeed when our creators do. This is why we remain laser focused on making YouTube the best platform for creators to build a business through multiple revenue stream options including YouTube Shopping as the latest addition. And this is just the beginning. As we continue to invest in this space, we see an incredible future where Shopping on YouTube will unlock even more growth for creators, new creative formats, and deeper collaboration opportunities with brands.”
YouTube provides creators and viewers with freedom to explore passions across multiple formats and screens, from short-form mobile videos to long-form viewing on TV. Its monetization system supports this flexibility, offering multiple income streams with YouTube Shopping now among the latest tools.
New Tools for Shopping Content
Based on feedback from the creator community, YouTube has rolled out new features to make shopping content easier to create and more engaging. These include Stickers on Shorts, which add visual pop-ups to tagged products, Timestamps, which show shopping tags at the exact moment products appear, and a Chrome Extension that allows creators to save Shopee products for tagging in future videos.
Creators like Kristian PH are already benefiting from these features. By using YouTube Shopping, Kristian PH has diversified content, connected product reviews directly with purchase options, and built a sustainable revenue stream. This has helped transform YouTube activity into a full-time business.
Strong Early Results with Shopee
The collaboration between YouTube and Shopee has been a strong catalyst for growth. Since launch, more than 550,000 products have been tagged across over 240,000 videos.
Jack Ng, Head of Commercial, Shopee Philippines said, “YouTube has become a valuable partner in shaping how Filipinos shop, where content from trusted creators now links directly to products on Shopee that they recommend. Through YouTube Shopping, Shopee is helping brands and sellers connect with shoppers in a more seamless way, while giving creators new opportunities to bring value to their audiences. This is just the start, and we’re excited to keep building it together.”
The Future of YouTube Shopping in the Philippines
With strong momentum in its first months, YouTube Shopping is focused on satisfying more shoppers, empowering more creators, and helping brands achieve stronger outcomes. True to its approach, YouTube continues to innovate to deliver a seamless experience for all users, ensuring that commerce on the platform remains engaging, effective, and creator-driven.
