Shopee and Meta have launched an affiliate partnership on Instagram for creators across Southeast Asia, Taiwan, and Brazil, allowing eligible creators to connect Shopee affiliate accounts with Instagram and earn commissions from qualified purchases on Shopee (16/07).

The partnership enables creators to discover Shopee affiliate products, share recommendations through Instagram Reels and Feed content, and receive commissions when their audiences complete eligible purchases.

The initiative makes Shopee one of Meta’s first affiliate partners on Instagram outside the United States. The expansion follows the success of the Facebook affiliate partnership launched in 2025.

By March 2026, more than 5 million creators worldwide had connected their Facebook accounts to Shopee affiliate accounts. Around 50% of creators who joined were new participants in the Shopee Affiliate Program, showing the partnership’s ability to attract new affiliate creators.

Instagram Integration Enables Shopee Affiliate Product Recommendations

Through the Instagram affiliate partnership, eligible creators can connect their Shopee affiliate accounts to professional Instagram accounts.

Creators can find and select Shopee affiliate products to recommend through Reels and Feed content.

They can also display multiple products in one piece of content, supported by shopping icons and “eligible for commission” labels. These features help viewers identify recommended products and move from discovery on Instagram to purchases on Shopee.

Creators receive commissions when their audiences complete eligible purchases on Shopee.

“Our success with Meta’s affiliate partnership on Facebook has shown how powerful creator-led commerce can be when content, trust, and shopping come together. We are very excited to build on this momentum with Instagram, providing creators with more ways to earn income from product recommendations on Reels and Feed, while helping shoppers discover and purchase Shopee products more easily. 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 Shopee Executive Director, Brand and Growth Marketing Peggy Zhu.

Partnership Expands Creator Income Opportunities and Brand Reach

The initial response to the Instagram Reels launch has been positive, with creators in different regions showing strong interest in using short-form content to share product recommendations with their audiences.

“As a creator, I have always used Instagram Reels to share product recommendations in a way that feels personal and beneficial to my followers. The affiliate partnership on Instagram makes this even easier because I can add Shopee products directly to my Reels, helping my audience discover what I recommend more quickly. It also gives me more opportunities to earn income from the type of content I already create frequently,” said Ekida (@ekidarehanf), a content creator from Indonesia.

By allowing creators to add Shopee affiliate products directly to Reels and Feed, Shopee is creating new opportunities for creators to earn income from authentic product recommendations.

The partnership also helps Shopee sellers and brands reach new audiences through creator content that consumers already follow.

For Shopee sellers and brands, the collaboration provides another way to reach engaged audiences with purchase intentions through Instagram creator content.

Meta and Shopee said they are committed to protecting user data. Account connections and affiliate activity data are processed according to applicable data protection laws, while creators maintain control over their connected accounts at all times.

Shopee and Meta Begin Testing Affiliate Advertising Solutions

Shopee and Meta are also testing affiliate advertising solutions through a limited launch that started in selected Southeast Asian markets.

The companies aim to expand the solution in the coming months. With creator approval, Shopee sellers and brands can promote selected affiliate content as paid advertisements with clear labels.

Meta’s advertising system helps these promotions reach relevant audiences. The solution allows sellers and brands to strengthen creator content that has already gained audience engagement, increasing reach and investment returns.

“With the introduction of the affiliate partnership to Instagram with Shopee, we are creating more opportunities for creators to earn income from the content they love, while also helping them improve the quality of their content,” said Meta Singapore Managing Director Nicole Tan.

The Instagram affiliate partnership with Shopee is now available for eligible creators in Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, the Philippines, and Brazil.

PHOTO: SHOPEE

This article was created with AI assistance.

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