Building on the success of Facebook affiliate partnerships, creators can now earn commissions by sharing Shopee products on Instagram
Shopee and Meta have expanded their creator commerce collaboration with the launch of affiliate partnerships on Instagram, enabling eligible creators across Southeast Asia, Taiwan, and Brazil to monetize their content more seamlessly through product recommendations.
The new initiative allows creators to connect their Shopee Affiliate account to their Instagram professional account, feature affiliate products directly in Reels and Feed posts, and earn commissions whenever viewers complete qualifying purchases through Shopee.
The rollout marks one of Meta’s first affiliate partnership integrations on Instagram outside the United States and builds on the success of the Facebook affiliate partnership introduced in 2025.
As of March 2026, more than five million creators worldwide have linked their Facebook accounts to the Shopee Affiliate Program. Around half of those creators were new to the platform, underscoring the partnership’s role in expanding the creator economy while helping more users monetize their content.
Turning Content into Commerce
The latest integration further strengthens the connection between content creation and online shopping, making it easier for creators to recommend products while helping consumers discover items through the content they already enjoy.
“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,” said Jack Ng, Head of Commercial at Shopee Philippines.
“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.”
A Simpler Way for Creators to Earn
Eligible creators can now:
- Connect their Shopee Affiliate account with their Instagram professional account.
- Browse and select affiliate products directly from Shopee.
- Feature multiple products within a single Reel or Feed post.
- Display shopping icons and “commission eligible” labels that make it easier for viewers to identify featured products.
- Earn commissions whenever followers complete qualifying purchases through Shopee.
Early adoption has also shown encouraging results, with creators increasingly using Instagram Reels as a platform for authentic product recommendations.
Lifestyle content creator Mica Abacan (@micabacan) said the integration streamlines both content creation and shopping.
“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.”
New Opportunities for Brands and Sellers
Beyond helping creators generate income, the partnership also provides Shopee sellers and brands with another avenue to reach highly engaged audiences through trusted creator content.
By leveraging Instagram’s reach alongside Shopee’s marketplace ecosystem, businesses can expand product visibility, strengthen customer engagement, and improve conversion through authentic recommendations from creators.
Shopee and Meta also emphasized that user privacy remains a priority. Account linking and affiliate activity are processed in compliance with applicable data protection regulations, while creators retain full control over their connected accounts.
Testing Affiliate Ads
In addition to the Instagram affiliate rollout, Shopee and Meta have begun testing Affiliate Ads in selected Southeast Asian markets.
With a creator’s consent, sellers and brands can boost high-performing affiliate content as clearly labeled paid advertisements using Meta’s advertising platform. The initiative aims to help businesses amplify creator content that is already resonating with audiences, ultimately improving 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,” said Nicole Tan, Managing Director of Meta Singapore.
“The strong adoption we’ve seen on Facebook shows the real demand for tools that turn creative content into meaningful commerce.”
Affiliate Partnerships on Instagram with Shopee are now available to eligible creators in the Philippines, Singapore, Malaysia, Thailand, Indonesia, Vietnam, Taiwan, and Brazil, further expanding opportunities for creators, brands, and online shoppers across the region.
