Google ramps up YouTube shopping with new commerce tools

Google is expanding its commerce offering in Southeast Asia with a suite of new advertising tools designed to help brands capitalise on the region's growing appetite for video shopping and creator-led commerce.

Unveiled at Google Marketing Live Southeast Asia in Singapore, the new offerings connect Google's AI-powered Search capabilities with YouTube's creator ecosystem, allowing advertisers to shorten the path from product discovery to purchase while expanding the reach of creator content.

The announcement comes as video commerce continues to gain momentum across the region. According to Google, the channel has grown fivefold between 2022 and 2025 and now accounts for 25% of Southeast Asia's total eCommerce gross merchandise value (GMV).

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Among the launches is Commerce Media Suite, which allows brands with marketplace storefronts to direct consumers from YouTube advertisements to a marketplace checkout page. The solution also uses shopping signals, such as products users have searched for or added to their carts, to deliver more relevant advertisements.

Google is currently piloting the solution with Shopee. Early testing saw Maybelline record a 7.4% incremental lift in revenue alongside a strong return on ad spend, according to the company.

The tech giant also introduced Creator Partnerships Boost, which enables brands to amplify YouTube creators' organic content as paid advertisements while keeping the content under the creator's own channel. The move aims to help advertisers extend the reach of creator collaborations beyond their existing audiences.

Meanwhile, Affiliate Partnerships Boost, currently being piloted in Southeast Asia, allows marketplaces and retailers to promote high-performing affiliate content as paid advertisements. The initiative is intended to help brands reach larger audiences while giving creators an additional source of commission-based income when sales are generated.

The launches build on YouTube's growing commerce ecosystem in the region. Google said more than six million YouTube videos across Southeast Asia now feature shoppable product tags through its YouTube Shopping Affiliate Program, with over half of eligible creators enrolled in the programme.

According to the company, creator payouts through the programme have also more than doubled year-on-year.

Sapna Chadha, vice president for Southeast Asia and South Asia Frontier at Google, said AI is reshaping how consumers discover products and make purchasing decisions, creating new opportunities for brands to connect with shoppers.

"As people realise just how much more Search can do for them, AI is transforming how they explore and shop across our region. We are doubling down on this shift in Search while turbocharging the power of YouTube creators to partner with businesses and build better shopping experiences," she said.

"No other platform can connect shopper intent and trusted video commerce such as Google. Whether a brand wants to build deep creator connections or drive direct checkouts, our ecosystem delivers on every business goal."

The latest launches build on Google's broader push to embed AI more deeply into the shopping journey. Earlier in June, the tech giant introduced its AI-powered virtual try-on feature in Singapore, allowing shoppers to visualise how clothing and shoes look on themselves before making a purchase.

The move also followed YouTube's partnership with Shopee in 2025 to launch its Shopping Affiliate Program in Singapore, enabling creators to tag products in videos, Shorts and livestreams while directing viewers to complete purchases on Shopee. Together, the initiatives underscore Google's efforts to embed AI, creator content and commerce more deeply into the shopping journey.

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