YouTube's Shopping feature continues its ascent as a potential disruptor in the marketplace, merging product promotion with video content.
YouTube, the popular video-sharing platform, is transforming the e-commerce landscape in the Philippines with its new shopping feature, YouTube Shopping. Launched in April 2025, this partnership with Shopee, the exclusive e-commerce partner, has opened up a new avenue for creators to monetize their content and reshape Filipinos' online consumer behavior.
According to Sapna Chadha, Vice President of Google, YouTube Shorts are racking up billions of views every day. One such creator who has embraced this new feature is Kristian PH, a gaming creator with a 4-million-subscriber community. Kristian has diversified his content to include fast-paced Q&As, first impressions, and behind-the-scenes Shorts.
Kristian's audience treats him as an older brother and often seeks his advice on products and gadgets he uses. He has applied YouTube Shopping features to his older videos, finding them useful or interesting. When he recommends a product from Shopee, the consumer who views the content trusts the Shopee platform and is ready to make the purchase.
The partnership between YouTube and Shopee is not just about commerce. It's about trust. Creators on YouTube are trusted voices for their subscribers, acting as an active guide on their decision-making. A recent Ipsos survey revealed that Filipino online users are 98% more likely to trust recommendations from a YouTube creator than any other social platform.
Currently, one in every five creators is earning as affiliates on YouTube Shopping. Over 550,000 products are tagged across more than 240,000 videos on YouTube Shopping. This organic product discovery challenges the linear consumer journey. Instead of typing brand names in a search bar, consumers can come across these products naturally while watching their favorite YouTubers' videos.
YouTube is reshaping e-commerce by integrating commerce into its platform. With YouTube Shopping, creators like Kristian PH can connect their product reviews with direct purchasing options. This not only provides a seamless shopping experience for the consumers but also opens up a new revenue stream for creators.
Sapna, Vice President of Google, stated that YouTube is priming for its creators to experience growth through Shopping. With the success of YouTube Shorts and the integration of YouTube Shopping, it seems that YouTube is set to dominate the video commerce market in the Philippines.
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