Insider Spotlight
Shopee reported that affiliate-driven traffic and sales on its platform grew by more than 1.5 times, reflecting how businesses are using content creators to introduce products to potential customers and convert online engagement into purchases.
For smaller businesses with limited marketing budgets, affiliate partnerships offer another way to reach targeted audiences without relying solely on traditional advertising.
Through Shopee's Affiliate Program, sellers can work with creators who demonstrate products, share personal experiences and direct shoppers to purchase within the platform.
For experimenting, exploring brands
Homegrown innerwear brand Herah used affiliate-generated videos to demonstrate its products, including a practical tutorial on cleaning nipple covers that helped drive sales.
The company subsequently established a dedicated team to manage creator partnerships and monitor content performance.
Meanwhile, Hyperbrands, which operates pet-care brands Dentalight and Moochie, uses Shopee's performance data to evaluate affiliate content and refine its marketing approach.
“Those moments remind us that there is always more to learn. Even when we think we have found a winning approach, creators bring fresh ideas that encourage us to keep experimenting and exploring,” Hyperbrands CEO Luis Gan said in a press statement.
Creator partnerships
Filipino-owned B Coffee Co. also uses affiliate content to demonstrate how its coffee machines fit into everyday routines, helping customers better understand its products before purchasing.
The brand has participated in Shopee's KOLLAB initiative to establish additional creator partnerships.
In 2026, Shopee organized more than 30 KOLLAB events involving over 100 brands and 500 creators and affiliates, including activities in Cebu and Davao.
Shopee plans to expand access to affiliate partnerships beyond Metro Manila, connecting more provincial businesses with local creators.
"Through our Affiliate Program and initiatives like KOLLAB, we're making it easier for MSMEs to connect with the right creators and turn content into real business results. We'll keep investing to make these opportunities accessible to more businesses and creators across the country," Shopee Philippines head of commercial Jack Ng said. —Vanessa Hidalgo | Ed: Corrie S. Narisma
