For YouTube, which has about 332 million users in Southeast Asia, its video shopping features are proving to be a hit with consumers. Following its success in Indonesia, Thailand and Vietnam, it has recently expanded its Shopping Affiliate Program with Shopee to Singapore, giving local content creators an additional alternative revenue stream. 

According to YouTube, two in five shoppers in this region use online video during the buying process, and 62% of Singaporean consumers made a purchase after discovering a brand, product or retailer on the platform.

Video commerce is reshaping the way we shop online. With shopping closer than ever to where discovery actually happens, what does this mean for creators, consumers, and the retail landscape?

Geraldine Ho, Head of Marketing at Shopee Singapore shares more insights into the trends in the video shopping space.