YouTube is forging a new path in the Philippines, transitioning from a simple entertainment hub to a powerful force in the country’s economy. With the recent launch of YouTube Shopping, the platform is empowering a new wave of creators and brands, showcasing a clear shift toward content-driven commerce.
The numbers reveal just how quickly this new ecosystem is taking shape.
In only two months since its debut in April 2025, more than 20% of eligible Filipino creators have already joined the affiliate program. This rapid adoption highlights a strong demand for new monetization channels and a seamless way to connect with audiences.
The joint initiative with Shopee has been a significant catalyst, with over 550,000 products tagged across more than 240,000 videos. This impressive growth underscores the platform’s potential as a new revenue stream for Filipinos.
The power of trust and new features
Google Vice President for Southeast Asia and South Asia Frontier Sapna Chadha showcases the remarkable growth of YouTube Shopping in the Philippines
This growth isn’t surprising when you look at how Filipinos interact with the platform. YouTube has become the epicenter of Filipino culture, capturing the nation’s passions and everyday life like no other platform. From following TV hits like Pinoy Big Brother and Batang Quiapo to catching PBA highlights in real time, Filipinos turn to YouTube as their cultural touchpoint.
A survey by Ipsos found that online users in the Philippines are an astonishing 98% more likely to trust recommendations from YouTube creators than from any other social platform. This deep-seated trust has become the foundation of YouTube’s commerce strategy. It allows creators to turn their passions into sustainable businesses by authentically promoting products they believe in.
“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. This is why we remain laser focused on making YouTube the best platform for creators to build a business through multiple revenue stream options including YouTube Shopping as the latest addition.”
To make this process even easier, YouTube has introduced several new features designed to streamline the shopping experience for both creators and viewers.
- Stickers on shorts: These add a pop-up to tagged products in short-form videos, making it easy for viewers to shop on the spot.
- Timestamps: This feature allows creators to link product tags to specific moments in a video, ensuring viewers can find exactly what they’re looking for as soon as it appears on screen.
- Chrome extension: In partnership with Shopee, this new tool lets creators save products directly from the e-commerce site and easily tag them later in their videos.
The results are clear on the creator’s side. Popular YouTuber Kristian PH has been successfully utilizing YouTube Shopping to diversify his content and generate significant revenue.
By integrating YouTube’s shopping features, his channel has been able to seamlessly connect product reviews with direct purchasing options, enhancing the viewer experience and creating a sustainable business model.
A growing ecosystem
The partnership with Shopee has been a key catalyst, with over 550,000 products tagged across more than 240,000 videos so far. This collaboration has created a powerful synergy, helping brands and sellers connect with highly engaged consumers.
Ultimately, this development signals a new era for online business in the Philippines. As YouTube continues to invest in tools that help creators and brands thrive, the platform is solidifying its role as a leader in content-driven commerce, creating new avenues for growth and opportunity across the country.
Click here to view a video from a recent event detailing the launch of the new YouTube Shopping feature in the Philippines and its partnership with Shopee.
