Insider Spotlight
Shopping-related watch time on YouTube in the country grew by more than 70 percent between February 2024 and February 2025, underscoring a sharp rise in consumer appetite for content-driven shopping.
Creators at the center
In just two months, one in five eligible Filipino creators joined the affiliate program, creating fresh income streams by linking products directly to their content.
“YouTube has become a valuable partner in shaping how Filipinos shop,” said Jack Ng, head of commercial at Shopee Philippines.
“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.”
The partnership has already generated scale, with over 550,000 products tagged on 240,000+ videos.
Trust that converts
YouTube’s cultural footprint remains unrivaled. The platform reaches 93 percent of Filipino internet users aged 18+, making it the most powerful channel for creator-led commerce.
An Ipsos survey found Filipino users are 98 percent more likely to trust recommendations from YouTube creators than from other platforms. That credibility has translated into stronger purchase confidence, making creator-led content a direct driver of sales.
What they’re saying
“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… And this is just the beginning.”
The big picture
With features like Stickers on Shorts, Timestamps for product tags, and a Chrome extension for easier product linking, YouTube is doubling down on creator monetization tools.
Creators like Kristian PH have been successfully utilizing YouTube Shopping to diversify their content and generate significant revenue. This has allowed the creator to make a living from their YouTube earnings, blending content with direct shopping links, signaling that the Philippines is becoming one of YouTube Shopping’s most dynamic markets. —Ed: Ramon C. Nocon
