Shopee, the leading e-commerce platform in Southeast Asia, Taiwan, and Brazil, continues to empower Filipinos through the Shopee Affiliate Program, helping creators turn their passion for content into sustainable income while reaching millions of shoppers nationwide.
Having one of the largest e-commerce affiliate ecosystems in Southeast Asia, Shopee gives creators a trusted platform to grow their audience and income. In the past year alone, sign-ups to the Shopee Affiliate Program have tripled, with strong growth beyond Metro Manila. More creators from other regions are joining Shopee five times faster than those in NCR, showing how affiliate marketing is opening new income opportunities for Filipinos nationwide.
The program enables creators to share products they love, connect shoppers with great deals, and support local sellers, earning from every successful referral. Together with Shopee’s growing content ecosystem of livestreams and short-form videos, it empowers creators to reach audiences in new and more engaging ways.
Empowering Creators Across the Country
“Filipino shoppers look to creators they trust when deciding what to buy,” said Jack Ng, Head of Commercial, Shopee Philippines. “As more Filipinos turn to digital platforms for both shopping and earning, Shopee continues to invest in programs and tools that make these opportunities more accessible, helping more Filipinos build income and livelihoods through our creator ecosystem.”
TV actress and host Dianne Medina is a familiar face to many Filipinos, but off-screen, she’s also a hands-on mom balancing family life and career. When showbiz work slowed down during the pandemic, she turned to affiliate marketing as a new way to grow. “I wanted something steady, something I could grow alongside my family,” she shared. Dianne was recognized as Shopee’s Brand Choice of the Year awardee in 2025 for her successful collaborations with partner brands.
Stories like Dianne’s demonstrate how Shopee’s creator community is growing quickly and helping everyday content creators transform their influence into impact. Through Shopee, creators can easily generate links, track their performance, and participate in exclusive campaigns that reward top performers. This makes digital entrepreneurship accessible to everyone.
Turning Passion into Purpose
At the heart of the program are creators who have turned passion into purpose, in niches like tech, fashion, and home improvement. Two of this year’s Shopee Creator of the Year awardees, James Afante and Benedict Cua, embody how passion and authenticity drive lasting connections with audiences.
James Afante started selling online at the age of 14 to support his family. Now known for his energetic tech livestreams, he believes that trust is at the core of every sale. “Every sale is a chance to build trust. Once buyers are confident in your recommendations, they’ll keep coming back to you for advice on what to buy next.”
Lifestyle creator and single dad Benedict Cua brings the same sincerity to his heartfelt vlogs and content. Balancing parenting with his creative work, he reminds other creators to lead with authenticity even when promoting products: “If you really believe in the product, people will feel it. Don’t promote something just because it pays. When it comes from experience, people connect with you more.”
Fashion entrepreneur Edelyn Gonzalvo, founder of EG Trends and one of Shopee’s Top Content Creators for Women’s Fashion in 2025, started selling clothes online as a college student. For her, affiliate marketing has been a natural extension of her passion for fashion. “I get to do what I love: share my style, create content, and earn while doing it,” she said. “It’s helped me grow my brand and build a community that trusts my recommendations.”
Finding Growth and Community
Each creator’s journey is unique, but many credit Shopee’s content ecosystem and supportive programs for helping them grow. The platform offers multiple ways to expand reach, enhance content quality, and unlock new income opportunities. Shopee also connects creators with brands for collaborations, enabling them to co-create authentic content that resonates with audiences.
Beyond these opportunities, creators also find a sense of community within Shopee. “When I say ‘Hi, Shopee Fam,’ it feels genuine,” said Benedict. “Shopee has built a real community: a space where you can connect, collaborate, and grow as a creator.”
What It Takes to Succeed
For those just starting out or looking to take their content to the next level, Shopee’s top creators agreed on one thing: success isn’t just about chasing numbers, it’s about building relationships, staying authentic, and creating with purpose.
For Dianne, being a creator also means carrying a sense of responsibility. “Our content can shape how people think and decide, so we need to make sure we’re sharing truthful and helpful content. We’re not just here to sell; we’re here to help and inspire,” she said.
That same mindset fuels creators like James, who find fulfillment in the process itself. “If you love what you do, you won’t notice the hours,” he shared.
Together, their stories reflect how Shopee’s Affiliate Program has become more than just a source of income; it’s a platform that empowers creators to grow their influence, stay true to their passions, and make a positive impact on their communities.
