YouTube is making significant strides in Southeast Asia’s video commerce landscape, leveraging the power of creators and innovative shopping experiences to attract millions of viewers. With a robust community of 7,600 creators boasting over 1 million subscribers and more than 77,000 channels with at least 100,000 followers, the platform is revolutionizing how consumers shop online.
In 2024, YouTube expanded its reach to an impressive 290 million people, representing 85% of the region’s online population. This surge in viewership has been mirrored by a striking shift in e-commerce, where video commerce now accounts for 20% of Southeast Asia’s e-commerce gross merchandise value (GMV)—a remarkable fourfold increase in just two years. According to Google’s Vice President for Southeast Asia and South Asia Frontier, Sapna Chadha, YouTube’s unique ecosystem is pivotal in driving this growth.
Chadha emphasizes the trust generated between creators and their audiences, stating, “This trust translates into purchase confidence, with YouTube driving almost four times greater purchase intent than other social media platforms in the region.” A study revealed that users are 98% more likely to trust creators on YouTube compared to recommendations from other social networks, underscoring the platform’s significant influence.
YouTube Shopping is now fully operational in Indonesia, Vietnam, Thailand, Singapore, Malaysia, and the Philippines through a partnership with Shopee. Eligible creators can easily tag products in their videos and Shorts to enhance the shopping experience. In Indonesia, Vietnam, and Thailand, 55% of eligible creators have already jumped on board, showcasing the immense potential for monetization in this sector.
Take the example of Vietnamese creator Mai Trinh Hổ, whose channel revenue skyrocketed nearly fivefold after embracing YouTube Shopping, while Indonesian channel Jagat Review reported that 50% of its revenue from July to October 2024 stemmed from the program. According to a Kantar study, about 85% of viewers in Thailand and 67% in Indonesia trust content created by YouTube creators, while Ipsos data reveals that these audiences trust YouTube more than any other platforms during their purchasing journey.
As creator earnings soar, figures from Vietnam show a 35% year-on-year increase in the number of channels earning nine-figure incomes in Vietnamese Dong as of December 2024. This upward trend signals a promising future for content creators in the region.
The platform is also carving out a niche in connected TV (CTV), with over 79 million viewers in Southeast Asia tuning in to watch YouTube on their televisions, contributing to a global tally of 1 billion daily CTV viewing hours. Innovative ad formats such as Shoppable TV ads and interactive features are helping brands engage viewers more efficiently. For instance, McDonald’s in the Philippines witnessed a staggering 46% boost in daily sales, while Pepsi in Vietnam increased its audience reach among 18-44 year-olds by 27%.
In this digital age, YouTube’s blend of engaging creator content and seamless shopping experiences is reshaping the e-commerce landscape, turning casual viewers into confident buyers—who knew online shopping could be this entertaining?
What has contributed to the growth of video commerce in Southeast Asia?
The growth is largely attributed to YouTube’s expansive creator ecosystem and its ability to foster trust and credibility among users, leading to heightened purchase intent.
How has YouTube Shopping impacted creators in the region?
Many creators have seen significant revenue boosts after participating in YouTube Shopping, with some reporting up to five times their normal earnings.
What innovative advertising strategies is YouTube implementing?
YouTube is introducing interactive ad formats such as Shoppable TV ads and pause ads, making big-screen advertisements more engaging for viewers and effectively driving brand sales.
