YouTube and Shopee: Shaping the Future of E-commerce in Southeast Asia
by Jasvinder Singh Bindra, Commerce Media Director, M&C Saatchi Performance.
Imagine discovering a product on YouTube, introduced by your favourite influencer, and being able to buy it right then and there by simply clicking through to Shopee. This seamless shopping journey is at the heart of the YouTube-Shopee partnership, a collaboration that builds on the shoppable video trend launched by Instagram and Facebook in 2018 and made popular by TikTok’s #TikTokMadeMeBuyIt in 2021.
YouTube’s entry into shoppable content, especially in Southeast Asia with Shopee, offers a new level of convenience and engagement, transforming how users discover and buy products directly from videos, shorts, and live streams.
Though this is a first-of-its-kind shopping feature in Southeast Asia, YouTube is exploring how video content can become a crucial part of e-commerce, supporting product recommendations that feel natural and fostering stronger brand loyalty. Indonesia is the first testing ground for this feature, with expansions planned into other high-growth markets like Thailand and Vietnam. For both YouTube and Shopee, this partnership is a promising step in leveraging the massive Southeast Asian online shopping landscape.
What is the impact of this partnership?
Small and medium-sized businesses (SMEs) and local brands are among the primary beneficiaries of this initiative, giving them enhanced visibility on YouTube’s massive audience. This feature enables these businesses to access a wider consumer base, opening new avenues for digital marketing. This shift calls for marketers to rethink traditional strategies and embrace content that is engaging and prompts direct purchases.
For marketers, the integration of shoppable video content paves the way for a more direct way to measure how video drives sales. This insight allows advertisers to optimize video ads for effectiveness, helping businesses make more informed advertising decisions. Creators, too, can increase their revenue with affiliate-linked sales, supplementing their earnings from traditional ads and memberships.
What does this mean for Marketers?
Leveraging this new shopping feature requires a range of advanced skills and strategies. Marketers must develop high-quality, shoppable video content that captivates audiences while clearly highlighting products. Technical know-how will be essential for creating seamless shopping experiences that feel natural within the content.
Shopee provides real-time analytics for sellers, giving brands the insights needed to improve content strategies based on viewer engagement and shopping behaviors. This data-driven approach will be critical in creating cross-platform synergies that strengthen campaigns across both YouTube and Shopee. Brands will also benefit from partnerships with influencers who can deliver authentic product recommendations, leveraging the new shopping tools while maintaining audience trust.
To succeed, marketers will need a deep understanding of both YouTube’s content ecosystem and Shopee’s e-commerce platform. They’ll need to be able to identify and collaborate with influencers who align with their brand values and resonate with their target audience.
Strategic Planning is Essential
Like all performance media, adapting to the rapidly developing Commerce Media landscape requires a sophisticated level of strategic planning to prevent wasted budget, time and effort. Some examples of elements advertisers will need to consider are:
Crafting shoppable video content strategies: Tailored video strategies that integrate product placement effectively and align with your brand.
Optimizing product placement in content: Enhancing the viewer experience with subtle, seamless product placements.
Measuring and analysing performance metrics: Providing insights into campaign performance across both platforms to refine strategy.
Developing cross-platform video-commerce campaigns: Leveraging our expertise to create campaigns that resonate on both YouTube and Shopee.
Influencer partnership strategy: Connecting your brand with the right influencers to drive genuine engagement and maximize this new shopping feature.
In Summary
The partnership between YouTube and Shopee is set to reshape Southeast Asia’s e-commerce. This move is especially strategic, positioning YouTube and Shopee as competitors to TikTok, which also has a growing e-commerce presence in the region. For advertisers, it opens new avenues to reach Southeast Asia’s large online audience with targeted, shoppable video content and real-time analytics, potentially enhancing the effectiveness of influencer partnerships and video campaigns.
Related Reading
Why Retail Media is Essential for Performance Marketers
Reaching Indonesian Shoppers during the double discount season
Jasvinder Singh Bindra featured in Campaign
Contact us to learn how we help clients win in a highly competitive mobile landscape.
