The partnership comes as creator-led commerce continues to reshape online shopping across the region, making it easier for consumers to move from product discovery to checkout without leaving their social media experience.
Growing market
The launch covers the Philippines, Singapore, Malaysia, Thailand, Indonesia and Vietnam.
According to the e-Conomy SEA 2025 report, video commerce now accounts for about 25 percent of Southeast Asia's e-commerce gross merchandise value (GMV). The report also identified the Philippines as one of the region's fastest-growing digital economies, with e-commerce contributing more than 60 percent of the country's digital economy GMV.
Influencers also play a major role in Filipino purchasing decisions. The E-commerce Influencer Marketing in Southeast Asia report found that 88 percent of Filipinos make purchases based on influencer recommendations, with Facebook serving as the leading platform.
Seamless shopping
Previously, creators typically relied on external links, redirects and separate checkout pages to generate affiliate sales, creating friction that often reduced conversions.
Under the new partnership, Lazada affiliates can link their accounts directly to Facebook, with Instagram integration to follow.
Creators can search Lazada's product catalog and tag items in Reels and Feed posts. When followers click the tagged product and complete a purchase on Lazada, creators receive a commission.
For shoppers, the feature shortens the path from discovering a product to completing a purchase. Brands and sellers also gain broader exposure by allowing creators to showcase products directly within social media content.
"Through this partnership with Meta, we're making it easier for shoppers to move from discovering products on Facebook and Instagram to completing their purchase on Lazada," said Lazado Group head of regional affairs Jared Chan. "By creating a more seamless path from discovery to checkout, we're helping brands and sellers connect with customers more effectively while delivering a better shopping experience across Southeast Asia," he added.
Creator investment
The Meta partnership builds on Lazada's broader investment in creator commerce.
In 2025, the company committed $100 million annually to expand its LazAffiliate Program through higher commissions, campaign incentives, personalized voucher pools, custom storefronts and performance tools for creators, brands and sellers.
Lazada said the latest collaboration reflects its strategy to make affiliate marketing more accessible and measurable while helping brands tap trusted creator recommendations to reach consumers across Southeast Asia.
To participate, creators must enable Professional Mode on their Facebook or Instagram accounts, connect their Lazada affiliate accounts through Meta's Affiliate Partnerships under the Monetization tab, and begin tagging eligible Lazada products to earn commissions from completed sales. —Ed: Corrie S. Narisma
