YouTube and Lazada Supercharge Video Commerce in the Philippines

YouTube and Lazada Supercharge Video Commerce in the Philippines

Video Commerce: The New Shopping Frontier

Shopping has always been about discovery. You walk into a store, see something you didn’t know you needed, and suddenly it’s in your cart. Now, that same experience is happening on YouTube, only faster, more interactive, and powered by creators. YouTube and Lazada Supercharge Video Commerce in the Philippines

The Philippines is at the heart of this shift. With a video-first audience and a thriving digital economy, YouTube Shopping has become more than a feature—it’s a movement. According to a Kantar Survey, 85% of Southeast Asian respondents use YouTube Shorts in their shopping journey. That’s not just scrolling for entertainment—it’s active decision-making based on creator recommendations and authentic product reviews.

For readers, this means shopping is no longer confined to e-commerce apps. It’s embedded in the content you already consume daily.

The Numbers Behind the Growth

Since its launch in Southeast Asia, the YouTube Shopping affiliate program has seen explosive growth. Globally, there’s been a 5X increase in Gross Merchandise Volume (GMV). In the Philippines, shopping-related watchtime has surged by 70% year-over-year.

These numbers aren’t just impressive—they’re transformative. They show that video commerce isn’t a niche trend. It’s becoming a core part of how Filipinos shop.

For readers, this means your favorite creators aren’t just entertainers—they’re becoming trusted guides in your shopping journey.

Lazada Joins the Ecosystem

The big news is Lazada’s onboarding into the YouTube Shopping affiliate program. Lazada, one of the region’s leading e-commerce platforms, brings a massive catalog of products into the mix.

• Creators: Gain access to a wider range of products to tag in their videos.
• Viewers: Get more diverse recommendations while watching content.
• Brands: Tap into highly engaged audiences through creator-led partnerships.

As Carlos Barrera, CEO of Lazada Philippines, put it: “By connecting the country’s premier online destination for authentic brands with one of the most engaged video communities, we’re seamlessly bringing together content and commerce.”

For readers, this means you’ll see more products, more variety, and more opportunities to shop directly from the videos you already enjoy.

New Features for Seamless Shopping

YouTube isn’t stopping at partnerships. It’s rolling out new features designed to make shopping more intuitive. YouTube and Lazada Supercharge Video Commerce in the Philippines

• Stickers on Shorts: Engaging visual pop-ups that make tagged products instantly shoppable.
• Timestamps: Shopping tags appear exactly when products are showcased.
• Chrome Extension: Allows creators to save products to tag later.
• Updated Guidelines: Tips and best practices for creators to improve tagging and engagement.

For readers, this means less guesswork. You’ll know exactly what product is being featured, when it appears, and how to buy it—without leaving the video.

AI-Powered Shopping

Here’s where it gets really interesting. YouTube is leaning on AI to enhance the shopping experience.

• Auto Timestamps: AI automatically displays product tags at the exact moment they’re mentioned in a video.
• Future Testing: YouTube will begin testing the ability to automatically identify and tag all eligible products mentioned in videos.

I’ve seen plenty of platforms try to integrate AI into shopping, but YouTube’s approach feels practical. It’s not about flashy gimmicks—it’s about saving creators time and capturing viewer interest when it’s highest.

For readers, this means smarter shopping experiences. You won’t miss the product you’re curious about because the tag will appear exactly when you need it.

My Take: Why This Matters

I’ve covered enough tech launches to know that not every feature sticks. Some fade into obscurity because they don’t solve real problems. YouTube Shopping, especially with Lazada onboard, feels different.

What I like is the integration of content and commerce. Filipinos already spend hours on YouTube daily. Embedding shopping into that experience doesn’t feel forced—it feels natural.

For readers, the benefit is clear: you get authentic product recommendations from creators you trust, seamless shopping experiences powered by AI, and access to Lazada’s massive catalog—all without leaving YouTube.

And yes, it also means you can finally justify binge-watching Shorts by saying, “I’m not wasting time—I’m researching products.”

YouTube and Lazada Supercharge The Creator Economy Advantage

Creators are the heart of YouTube, and this ecosystem empowers them to thrive. By tagging products, they diversify revenue streams while offering fans direct access to recommendations.

For readers, this means supporting your favorite creators while discovering products that fit your lifestyle. It’s a win-win.

As Prep Palacio, Country Manager of Google Philippines, said: “We are committed to making the YouTube Shopping experience more rewarding and seamless for our creators and viewers.”

Building Toward the Future

YouTube’s commitment is clear: it wants shopping on the platform to be intuitive, engaging, and rewarding. With Lazada onboard, new features rolling out, and AI powering smarter experiences, the future of video commerce in the Philippines looks bright.

For readers, this means you’re not just watching videos—you’re participating in a new era of shopping. One where content, commerce, and community converge seamlessly.