That's exactly the experience Shopee and Meta are looking to build on with the launch of Instagram Affiliate Partnerships.

The new initiative allows eligible Instagram creators to promote products from participating Shopee sellers and earn commissions whenever someone makes a purchase through their affiliate links. It's a move that brings together creators, businesses, and shoppers in a more seamless way, while making social commerce even more accessible across Southeast Asia.

A new way for creators to earn

With Instagram Affiliate Partnerships, eligible creators can browse products from Shopee sellers and feature them naturally in their content, whether that's through Reels, posts, or Stories.

Instead of relying on one-off brand collaborations, creators now have another way to monetise their audience by recommending products they genuinely enjoy. Every successful purchase made through their affiliate link earns them a commission, creating a more sustainable income opportunity alongside traditional sponsorships.

As more consumers turn to creators for shopping inspiration, authentic recommendations continue to play a bigger role in influencing purchasing decisions.

Making it easier for sellers to reach customers

For Shopee sellers, the partnership opens the door to a much larger creator community without the need to manage individual influencer campaigns.

Rather than investing heavily in upfront advertising, businesses can work with creators through a performance-based model, paying commissions only when a sale is made. It's a practical approach that allows merchants of all sizes, especially small and medium-sized businesses, to increase product visibility while keeping marketing costs under control.

At the same time, creators benefit from access to a wider range of products that match their audience and content style.

Building the future of social commerce

The partnership reflects how online shopping habits continue to evolve across Southeast Asia.

Consumers are increasingly discovering products through creator content, short-form videos, and social media recommendations before making a purchase. Shopping is no longer limited to browsing online marketplaces, it's becoming part of the everyday social media experience.

By combining Instagram's creator ecosystem with Shopee's marketplace, Meta and Shopee are making it easier for consumers to move from discovery to checkout without the traditional barriers between content and commerce.

Why this partnership matters

For Meta, Instagram Affiliate Partnerships introduce another monetisation opportunity for creators while strengthening Instagram's role as a platform for product discovery.

For Shopee, the collaboration supports its broader vision of making online shopping more interactive by connecting merchants with trusted creators who can introduce products to highly engaged audiences.

It's also a reflection of where digital commerce is heading. Consumers increasingly trust creator reviews, demonstrations, and real-world experiences over traditional advertisements, making affiliate marketing one of the fastest-growing channels for online retail.

Turn More Social Commerce Opportunities into Sales

Instagram Affiliate Partnerships give Shopee sellers another way to reach customers through creators they already trust. As affiliate marketing becomes a bigger part of e-commerce, sellers won't just be managing more orders, they'll also be handling more products, campaigns, inventory, and sales across multiple channels.

Keeping everything organised can quickly become a challenge, especially as your business expands beyond a single marketplace. BigSeller helps simplify the operational side of e-commerce by centralising product listings, inventory, orders, shipping, and store management across platforms, so every sale generated through affiliate marketing or social commerce can be managed more efficiently from one place.

Whether you're preparing for a creator campaign, launching new products, or scaling your business across Shopee and other marketplaces, having the right system in place can make it easier to keep up with demand without adding unnecessary manual work.

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