Google has announced a suite of new shopping solutions at the Google Marketing Live Southeast Asia event in Singapore, aiming to revolutionise video commerce and strengthen brand-creator partnerships in the region. These innovations leverage the power of AI-driven Search and YouTube’s creator ecosystem to connect businesses with consumers more effectively.
The newly introduced Commerce Media Suite allows brands with marketplace storefronts to direct high-intent shoppers from YouTube ads to seamless checkout pages. This solution is currently being piloted with Shopee, showing promising results such as a 7.4% increase in revenue for Maybelline.
Additionally, the Creator Partnerships Boost enables brands to promote YouTube creators’ videos as ads within their campaigns, expanding reach beyond organic followers. This approach enhances engagement for creators whilst allowing brands to scale their message.
Google is also piloting the Affiliate Partnerships Boost in Southeast Asia, one of the first regions globally to test this solution. It allows marketplaces and retailers to amplify high-performing affiliate videos as paid ads, providing creators with a new revenue stream through commissions on sales.
Sapna Chadha, Google Vice President for Southeast Asia and South Asia Frontier, highlighted the transformative impact of AI on shopping experiences, stating, “AI is transforming how they explore and shop across our region.”
These developments are set against the backdrop of Southeast Asia’s booming video commerce market, which has grown fivefold from 2022 to 2025, now accounting for 25% of the region’s total e-commerce Gross Merchandise Value. With over 50% of eligible creators enrolled in YouTube’s Shopping Affiliate Programme, the platform continues to be a trusted source for product recommendations.
