Shopee Philippines is helping micro, small, and medium enterprises (MSMEs) expand their online reach through its Affiliate Program, which connects businesses with content creators who can promote products and drive purchases through authentic product demonstrations.
The e-commerce platform reported that affiliate-driven traffic and sales grew by more than 1.5 times, highlighting the increasing role of creator partnerships in helping Filipino businesses reach potential customers and convert online engagement into sales.
Through the program, sellers can work with creators whose audiences match their target markets. Creators produce product demonstrations, reviews, and lifestyle content that allow shoppers to see how products work before making purchasing decisions. Shopee also provides performance data that businesses can use to evaluate content effectiveness and refine their marketing strategies.
Three Filipino brands illustrate how the approach works. Herah, a local innerwear brand, saw an increase in sales after an affiliate demonstrated how its nipple covers could be cleaned using dishwashing liquid. The experience encouraged the company to identify niche creators, monitor campaign performance, and establish an internal team dedicated to creator partnerships.
Hyperbrands, the company behind pet-care brands Dentalight and Moochie, uses affiliate performance data to identify effective content formats and improve its promotional strategies. By working with creators who are also pet owners, the company benefits from product demonstrations and firsthand recommendations.
Meanwhile, B Coffee Co. uses creators to demonstrate how its coffee machines and capsules fit into everyday routines. Instead of relying solely on product specifications, creator videos help consumers understand the convenience of preparing coffee at home.
Shopee is also expanding opportunities for businesses through KOLLAB, an initiative that connects brands with creators and affiliates. In 2026, the platform held more than 30 KOLLAB events, bringing together over 100 brands and more than 500 creators and affiliates.
The initiative has also expanded to Cebu and Davao through partnerships with local creator networks, helping businesses connect with influencers who have stronger regional audiences and community ties.
Jack Ng, Head of Commercial at Shopee Philippines, said the company will continue investing in its Affiliate Program and KOLLAB to make creator partnerships more accessible to MSMEs across the country.
By combining creator-led product promotion, performance tracking, and integrated shopping, Shopee aims to give smaller businesses additional digital marketing opportunities and shorten the customer journey from product discovery to purchase.
