- Affiliate partnerships on Instagram are available for creators across Southeast Asia and Taiwan
- Builds on the success of Facebook affiliate partnerships
- Creators can earn commissions by sharing Shopee products on Instagram
Creators in Southeast Asia and Taiwan will be some of the first outside of the US to sign up for affiliate partnerships from Shopee on Instagram. The initiative from Shopee and Meta enables eligible creators in these locations to connect their Shopee affiliate account to Instagram, discover Shopee’s affiliate products and share recommendations with their audiences through Instagram Reels and Feed content. When Instagram viewers complete qualifying purchases on Shopee, the creators are eligible to earn commissions.
The 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. These numbers highlight 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. We are excited to build on this momentum with Instagram, giving creators more ways to earn from product recommendations across Reels and Feed, while helping shoppers discover and purchase Shopee products more seamlessly.
"This is part of Shopee’s broader commitment to supporting creators, sellers and brands as content becomes an increasingly important part of the online shopping journey,” said Peggy Zhu, Executive Director, Brand and Growth Marketing at Shopee.
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.
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.
“As a creator, I’ve always used Instagram Reels to share product recommendations in a way that feels personal and useful for my followers. Affiliate partnerships on Instagram make this even easier because I can add Shopee products directly to my Reels, helping viewers find what I’m recommending more quickly. It also gives me more opportunities to earn from the content I already enjoy creating,” shared Ekida (@ekidarehanf), a content creator from Indonesia.
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-labelled 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, MD, Meta Singapore.
Details
Affiliate partnerships on Instagram with Shopee in Asia are now available to eligible creators in Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, and the Philippines.
