While video content can be found across many platforms, a Kantar study reported that Gen Z consumers still prefer to complete their purchases on dedicated e-commerce platforms, valuing the security, ease and reliability they provide.
Tapping into this, YouTube partnered with Shopee to launch the YouTube Shopping Affiliate Program in Singapore. This initiative allows creators to tag Shopee products directly in their videos, Shorts and livestreams – letting viewers discover products on YouTube and transition smoothly to Shopee to complete their purchases.
For sellers, it opens new pathways to reach audiences through trusted voices. For creators, it’s another way to monetise their influence. It’s a win-win that speaks to younger consumers’ appetite for integrated, entertaining shopping experiences.
As video formats evolve, live selling is opening new doors for brands to connect with shoppers and the results are starting to show. In Singapore alone, Shopee Live saw 3.5 times year-on-year GMV growth, fuelled by brands that are using the format to enhance outcomes.
Unilever, for instance, tapped into Shopee’s insights to identify top-performing hosts who could drive conversion more effectively than in-store promoters. At the Shopee Brands Summit 2025, FLY Entertainment CEO Irene Ang highlighted how the right on-screen personality can build authenticity and brand loyalty, turning viewers into long-term customers.
Stryv, meanwhile, capitalised on live features like real-time Q&A and flash deals to build trust and boost engagement.
SMARTER SHOPPING STARTS WITH AI
Shopee uses AI where it matters most – helping shoppers discover what they need faster and enabling sellers to reach the right audience.
“We aim to apply AI thoughtfully across our ecosystem to create more personalised shopping experiences that benefit both consumers and brands,” said Mr Chua Kel Jin, director at Shopee Singapore.
AI is already enhancing key moments in the user journey. Shopee’s Estimated Delivery Time predictions use machine learning to offer clearer timelines based on purchase behaviour, logistics and shipping options. Its Review Summaries, powered by AI, condense thousands of reviews into concise highlights, helping shoppers decide at a glance.
More tools are also on the way. The AI Shopping Assistant curates recommendations based on browsing behaviour, while the upcoming AI Shop Chatbot will help sellers respond faster and streamline service. In a digital landscape where average screen time per page has dropped from 2.5 minutes to just 47 seconds, helping users cut through the noise has never been more critical.
SHOP TODAY, GET IT TOMORROW
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