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YouTube pushes into video retail to rival TikTok
Retail Asia
|Issue No. 09
YouTube has teamed up with Shopee to let creators in Singapore earn money by promoting Shopee products in their videos to drive sales, as the tandem tries to unseat TikTok as the region's video shopping leader.
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The YouTube Shopping Affiliate Program aims to tap into the growing popularity of video-led commerce in Southeast Asia, where two in five shoppers now turn to online videos to research products, according to Ajay Vidyasagar, managing director at YouTube Southeast Asia and Emerging Markets.
"Creators can feature their own products like merch in videos and livestreams or feature products from other brands in videos, shorts, and livestreams," he told Retail Asia in an exclusive interview.
The partnership, which is also available in Indonesia, Vietnam, Malaysia, and Thailand, pits the Silicon Valley tech giant against ByteDance's TikTok Shop, which dominates video e-commerce in Southeast Asia.
This story is from the Issue No. 09 edition of Retail Asia.
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