YouTube launches shopping feature in Singapore for creators, brands

Through YouTube Shopping, eligible creators can now promote and sell products directly from their own stores or partner brands.

YouTube has officially launched its shopping feature in Singapore, opening new monetisation channels for local creators whilst offering brands expanded opportunities to tap into Southeast Asia’s fast-growing creator economy.

The launch in Singapore is part of YouTube’s broader rollout across Southeast Asia, which also includes Malaysia, Indonesia, Thailand, Vietnam, and the Philippines.

Through YouTube Shopping, eligible creators can now promote and sell products directly from their stores or partner brands via the platform.

The rollout reflects the rapid growth of YouTube’s creator economy across the region. According to YouTube, Southeast Asia now boasts 7,600 channels with over 1 million subscribers, and more than 77,000 channels have surpassed 100,000 subscribers.

Video commerce is becoming a significant force in Southeast Asia’s digital economy, now accounting for 20% of the region’s e-commerce gross merchandise value — a four-fold increase over the past two years.

Consumer behaviour is also fuelling the platform’s commercial momentum. Across Southeast Asia, including Singapore, 86% of consumers rely on online videos for product research.

YouTube is driving nearly four times greater purchase intent compared to other social media platforms, underscoring its influence on shopping decisions.

YouTube’s reach extends beyond mobile devices. In Southeast Asia, over 79 million people now watch YouTube on connected TVs.

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