Shopee and Meta announced yesterday the launch of affiliate partnerships on Instagram for creators across Southeast Asia, Taiwan and Brazil. This initiative enables eligible creators in these locations to seamlessly connect their Shopee affiliate account to Instagram, discover Shopee’s affiliate products and share recommendations with their audiences through Reels and Feed content, and earn commissions when viewers complete qualifying purchases on Shopee.
As one of Meta’s first affiliate partners on Instagram outside the US, this expansion builds on the success of Facebook affiliate partnerships, launched in 2025. As of March 2026, more than 5 million creators globally have connected their Facebook account to their Shopee affiliate account, with around 50% of onboarded creators new to the Shopee Affiliate Program, highlighting the partnership’s success in attracting and enabling a new generation of affiliate creators.
Through this partnership, Meta and Shopee are making it easier for creators to monetise product recommendations, while helping shoppers discover relevant products through the content they already engage with.
“Our success with Meta on Facebook affiliate partnerships has shown how powerful creator-led commerce can be when content, trust, and shopping come together, and we’ve seen firsthand how much Filipino creators and shoppers have embraced this. Expanding this to Instagram opens up even more opportunities for shoppers to discover and purchase products through content they already engage with – and that’s the next level of online shopping. This is part of our broader commitment to supporting creators, sellers, and brands as content becomes an increasingly important part of the shopping journey,” said Jack Ng, Head of Commercial, Shopee Philippines.
Earning commissions through affiliate partnerships on Instagram
With affiliate partnerships on Instagram, eligible creators can:
Connect their Shopee affiliate account to their Instagram professional account
Discover and select Shopee affiliate products to recommend in Reels and Feed content
Showcase multiple products in a single piece of content, with a shopping icon and a “commission eligible” label, enabling viewers to easily identify featured products and enjoy a more seamless journey from discovery on Instagram to checkout on Shopee
Earn commissions when viewers complete qualifying purchases on Shopee
Early signals from the initial Instagram Reels rollout have also been encouraging. Across markets, creators have shown strong early interest in using short-form content to share product recommendations with their audiences.
“As a creator, I’ve always used Instagram Reels to share product recommendations in a way that feels authentic and convenient for my followers. Affiliate partnerships on Instagram make this even easier; I can tag Shopee products directly in my content, so my audience can find exactly what I’m featuring without having to search for it themselves. It also gives creators like me more opportunities to grow while staying true to the content we enjoy creating,” shared Mica Abacan (@micabacan), a lifestyle content creator.
Empowering creators and connecting brands to new audiences
By enabling creators to add Shopee affiliate products directly to Reels and Feed, Shopee is creating new opportunities for creators to earn from authentic product recommendations, while helping sellers and brands reach shoppers through content they already engage with.
For Shopee sellers and brands, this partnership opens up another way to reach engaged, high-intent audiences through creator-led content on Instagram. By combining the reach and influence of creators with Shopee’s extensive product selection, trusted marketplace, and seamless shopping experience, sellers and brands can more effectively drive product discovery and conversion.
Meta and Shopee are committed to protecting user data. Account linking and affiliate activity data are processed in accordance with applicable data protection laws, and creators maintain control over their connected accounts at all times.
Testing Affiliate Ads
Shopee and Meta are also testing an affiliate ad solution in a limited rollout starting with selected Southeast Asia markets, with a view to expanding over the coming months. With the creator’s consent, Shopee sellers and brands can amplify select affiliate content as clearly labeled paid promotions, with Meta’s ad system helping to reach relevant audiences. This gives sellers and brands a seamless way to amplify creator content that is already resonating with audiences, driving greater reach and return on investment.
“By bringing affiliate partnerships to Instagram with Shopee, we’re creating more opportunities for creators to earn from the content they love making, while helping businesses of all sizes reach new customers. The strong adoption we’ve seen on Facebook shows the real demand for tools that turn creative content into meaningful commerce,” said Nicole Tan, Managing Director, Meta Singapore.
Affiliate partnership on Instagram with Shopee is now available to eligible creators in Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, the Philippines and Brazil.
