YouTube expands shopping affiliate in Thailand with Lazada partnership

Video shopping gets a boost as YouTube adds Lazada in Thailand

YouTube has expanded its Shopping Affiliate Program in Thailand by integrating Lazada into product tagging on the platform. The move gives Thai creators access to Lazada’s catalog to recommend items inside videos and live streams, while letting viewers purchase without leaving YouTube. It follows last year’s rollout with Shopee in Thailand and reflects a rapid shift toward video led shopping across Southeast Asia.

Company data points to a fast rising habit of searching and buying while watching. YouTube cites 4.5 billion shopping search queries in June and reports that shopping related watch time in Thailand rose by more than 400 percent year on year. More than 35 percent of eligible Thai creators have already enrolled in the affiliate program. For brands and sellers, the Lazada tie up opens new performance channels through creators who can drive traffic to LazMall listings and brand stores. For viewers, the experience blends entertainment and checkout in one place.

The timing also lines up with the year end shopping season. Lazada has ramped up creator collaborations and AI powered tools for its 11.11 Global Brands Festival. The YouTube link provides another route to sale pages and tools that reward creators for sales they generate. In Thailand, Lazada says branded stores on LazMall grew by more than 60 percent during the past year and the average order value rose by about 1,000 baht per basket.

How the integration works for viewers and creators

Creators in the affiliate program can browse eligible Lazada products, tag items in new or existing videos, and surface those recommendations at the moment they talk about them. Viewers see product cards or links within the video experience and can complete purchases through Lazada without closing the YouTube app. When a viewer buys, the creator earns a commission based on the sale.

Mukpim Anantachai, head of YouTube partnerships for Thailand, positioned YouTube as a shopping destination shaped by creator influence.

“Creators are the heart of this momentum, and we are deeply committed to helping them thrive in today’s vibrant digital economy.”

Behind the scenes, YouTube is adding AI to make the flow easier for both sides.

• Auto timestamps display a product tag right when the item is mentioned, which captures attention at the right moment and saves editing time.
• YouTube plans to test automatic identification and tagging of eligible products mentioned in videos later this year.
• Product tagging works across on demand videos and live streams, and viewers can shop without leaving the video.
• On the Lazada side, eligible creators can promote items from their own stores or from other brands and earn commissions. During the 11.11 period, Lazada said it would double affiliate commission rates from November 1 to 15 to encourage participation.

Why Thailand is a hotspot for video commerce

Thailand has become an early anchor market for creator led shopping on YouTube. The affiliate program arrived locally after launches in the United States, South Korea, and Indonesia, then grew with a Shopee partnership in 2024. Google reports a large audience on the platform, with about 44.2 million YouTube users in Thailand in early 2024. Trust levels are high too. In a YouTube survey, 88 percent of Thai viewers said they trust creators on the platform more than voices on other services when it comes to opinions about brands and products.

The audience is already leaning into shopping content and creators are responding. YouTube said shopping related watch time in Thailand climbed by more than 400 percent year on year, and more than 35 percent of eligible local creators joined the affiliate program. Globally, YouTube Shopping gross merchandise value has grown about five times, and the affiliate program counts more than 500,000 creators. Viewers across the world watched more than 35 billion hours of shopping videos between February 2024 and January 2025.

On the commerce side, Thailand’s digital economy is expanding, with ecommerce expected to reach about 30 billion dollars in 2025. A key opportunity lies in branded retail. Research by Momentum Works indicates branded products account for under 30 percent of Southeast Asia’s ecommerce sales, compared with about 50 percent in China. That gap suggests room for growth by steering viewers toward verified brand stores and official distributors.

Lazada’s 11.11 playbook and AI upgrades

Lazada is leaning into the holiday cycle with fresh investment and product features that tie directly into creator led marketing. The company earmarked more than 25 million dollars for this year’s 11.11 Global Brands Festival across Southeast Asia. The plan includes deeper discounts, more creator collaborations, and interactive features. Lazada also upgraded its AI shopping assistant, AI Lazzie, to help users discover deals, combine LazRewards with seller vouchers, and receive more personalized offers. To rally creator participation, Lazada plans to double affiliate commissions from November 1 to 15.

In Thailand, Lazada expanded LazMall with millions of new products from global and local brands ahead of the 11.11 campaign. The company says branded stores on LazMall grew by more than 60 percent year over year and that the average order value increased by roughly 1,000 baht per basket. The YouTube link gives these stores additional reach through creator recommendations at the exact moment of interest.

Varitha Kiatpinyochai, chief executive of Lazada Thailand, said the YouTube expansion supports the company’s product and service direction.

“The YouTube Shopping affiliate program underscores Lazada’s commitment to delivering a seamless shopping experience.”

What the partnership means for creators and brands

For creators, the most immediate change is access to a larger catalog without building separate content tailored to each marketplace. Product tags can be added to new uploads and to existing videos, and they can be pinned during live streams. In other markets, categories such as mobile and gadgets, home and living, and beauty have performed well when creators showcase product use and offer practical buying advice. Early results show strong conversion potential. In Indonesia, daily orders attributed to YouTube content grew by more than six times after the affiliate program launched.

Brands and sellers gain measurable distribution through trusted voices. Affiliate links generate clear attribution, which lets marketers calibrate commission rates and budgets by product, creator, and campaign window. Lazada’s decision to temporarily boost commissions during 11.11 shows how short term incentives can move the needle for both sides. For quality focused brands, the tie in with LazMall can reinforce authenticity and reduce counterfeit risk while creators help audiences navigate price, warranty, and value.

Eligibility and how to get started

Eligibility for YouTube Shopping Affiliate varies by market, but in supported countries it typically requires membership in the YouTube Partner Program, a channel with more than 10,000 subscribers, and compliance with content policies. Channels set as Made for Kids or Official Artist Channels are not included. Thailand is an eligible market. Creators should confirm details in the YouTube Help Center and check for the Shopping tab in YouTube Studio. For program criteria and availability, see the official overview at YouTube Help.

A practical starting plan for Thai creators includes the following steps.

• Verify YouTube Partner Program status and subscriber count in YouTube Studio.
• Enable Shopping affiliate features when available and connect a Lazada account where required.
• Select relevant Lazada products that match your content and audience.
• Use product tags at natural moments in the video. Auto timestamps can help surface tags when you mention an item.
• Disclose affiliate relationships clearly and follow local advertising rules. YouTube offers a paid promotion label and space in descriptions for plain language disclosures.
• Measure performance in analytics. Track clicks, conversions, and earnings to refine product selection and creative tactics.

For merchant side details, creators and sellers can review local guidance at Lazada Affiliate Program Thailand.

The regional race to blend content and commerce

Southeast Asia’s ecommerce market is crowded and fast moving. TikTok Shop, Shopee, Lazada, and new entrants like Temu are competing for shoppers. YouTube’s approach puts product discovery and creator opinion at the center of a familiar video environment. That combination is gaining traction. A recent study by impact.com and Cube found that 83 percent of consumers in the region have purchased through affiliate links, and that marketplaces such as TikTok Shop, Shopee, and Lazada rank high for product discovery alongside influencer channels. The same report observed a drop in the influence of mega influencers, with audiences shifting toward creators who feel more authentic and specialized.

The Lazada expansion in Thailand broadens the options inside YouTube’s affiliate ecosystem. Creators can mix catalogs from multiple marketplaces, brands can diversify traffic sources, and viewers can compare deals while staying inside a video. The next phase will test how AI features improve product matching and how seasonal incentives reshape creator strategies during big sale periods.

Key Points

• YouTube added Lazada to its Shopping Affiliate Program in Thailand, extending last year’s Shopee tie up.
• Creators can tag Lazada products in videos and live streams and earn commissions when viewers buy without leaving YouTube.
• YouTube’s AI features include auto timestamps now and planned testing of automatic product identification and tagging later this year.
• Adoption is rising in Thailand, with more than 35 percent of eligible creators enrolled and shopping related watch time up more than 400 percent year on year.
• Globally, YouTube Shopping gross merchandise value increased about five times and viewers watched more than 35 billion hours of shopping videos in the year to January 2025.
• Thai audiences show high trust in creators, with 88 percent saying YouTube creators influence brand and product decisions more than other platforms.
• Lazada invested over 25 million dollars for 11.11 across the region, upgraded AI Lazzie, and plans to double affiliate commission rates from November 1 to 15.
• In Thailand, Lazada expanded LazMall, branded stores grew by more than 60 percent, and average order value increased by about 1,000 baht per basket.
• Branded products are under 30 percent of Southeast Asia’s ecommerce sales versus about 50 percent in China, signaling headroom for brand growth through creator partnerships.
• Eligibility generally requires YouTube Partner Program status, more than 10,000 subscribers, and availability in Thailand. Official details are listed in YouTube Help.