Lazada deepens creator commerce push through Meta affiliate partnership

Lazada is expanding its creator commerce strategy through a new partnership with Meta, allowing content creators across six Southeast Asian markets to tag products directly in Facebook content and earn commissions on completed purchases.

The eCommerce platform has joined Meta's Facebook Affiliate Partnerships programme, enabling eligible creators in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam to connect their Lazada affiliate accounts to Facebook, with Instagram support set to follow. The move is designed to shorten the path between product discovery and purchase by allowing shoppers to move directly from creator content to Lazada's marketplace.

The partnership reflects the growing influence of creators on shopping behaviour across Southeast Asia, where social commerce has become an increasingly important sales channel. According to Google's e-Conomy SEA 2025 report, video commerce now contributes around 25% of the region's eCommerce gross merchandise value (GMV). Separate research by impact.com found that 82% of Southeast Asian consumers purchased products based on influencer recommendations in 2024.

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In the Philippines, Lazada highlighted that eCommerce remains the country's largest digital economy segment, accounting for more than 60% of total digital GMV, while 88% of Filipino consumers said influencer recommendations affected their purchasing decisions, with Facebook remaining the leading platform.

Previously, creators typically directed followers through external links or multiple redirects before purchases could be completed, creating friction that could reduce conversions. Under the new integration, creators can search Lazada's product catalogue, tag items directly in Facebook Reels and Feed posts, and receive commissions when followers complete purchases through Lazada. Instagram integration will be introduced at a later stage.

For brands and sellers, the programme opens their product catalogues to affiliate creators, providing another avenue for product discovery and customer acquisition. Consumers, meanwhile, can access products directly from the content that inspired them instead of searching for them manually.

"Through this partnership with Meta, we're making it easier for shoppers to move from discovering products on Facebook and Instagram to completing their purchase on Lazada. By creating a more seamless path from discovery to checkout, we're helping brands and sellers connect with customers more effectively while delivering a better shopping experience across Southeast Asia," said Jared Chan, head of regional affiliate, Lazada Group.

The Meta collaboration builds on Lazada's broader investment in creator-led commerce. In 2025, the company committed US$100 million annually to its LazAffiliate programme, introducing higher commissions, campaign incentives, personalised voucher pools, custom storefronts and performance tools aimed at supporting creators, brands and sellers.

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