Shopee, OTT platform Vidio launch shopping-integrated streaming experience

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In an attempt to blur the line between entertainment and eCommerce, Shopee and Vidio have launched Vidio Shopping - a new interactive shopping feature built into Vidio’s streaming content. Billed as the first of its kind in Indonesia, the initiative lets viewers shop for products directly via Shopee while watching content on Vidio, one of the country’s leading OTT platforms.

The collaboration introduces Vidio Affiliate Shopping Ads, allowing embedded shopping elements - such as clickable product banners and cart icons - to appear seamlessly within select shows. For now, the feature is live on Premier League broadcasts, the Asmara Gen Z series, and several Vidio Originals. Viewers who engage with these features are redirected to Shopee’s app for checkout without leaving the content stream.

The experiment signals how content platforms are increasingly becoming a transactional layer - not just an engagement platform.

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“This collaboration marks a leap in innovation within the digital advertising landscape. With Vidio Shopping, we combine the power of streaming content with Shopee’s interactive shopping experience, delivering an integrated ad format that appears at the most relevant moments - when viewers are enjoying their favourite shows,” said Sutanto Hartono, CEO of Vidio.

“We are proud to partner with Shopee, the leading eCommerce platform in Indonesia and Southeast Asia, as we unlock new monetisation opportunities and set a new standard of innovation for the content and commerce ecosystem in the country,” he added.

While livestream commerce and affiliate marketing are well-established across Asia, the Vidio-Shopee collaboration marks a contextual, non-intrusive evolution of the format - tailored for passive content consumption. Instead of relying on a host or influencer, the shopping journey is embedded directly in the narrative and format of existing content.

“Shopee is pleased to collaborate on Vidio’s innovative programme, which intelligently transforms the most engaging moments in a show into a shopping experience that is both relevant and seamless,” added Monica Vionna, senior director of marketing growth at Shopee Indonesia. “We see this collaboration as a way to help sellers on our platform connect with more potential buyers through the compelling content provided by Vidio.”

According to both companies, the feature aims to support sellers of all sizes, including small businesses and local brands. Fifteen brands have joined the pilot phase, including Wondermist, Wardah, Emina, Somethinc, Samsung, and Make Over, among others.

The partnership reflects how Indonesia’s content commerce landscape is maturing - moving beyond pure product placement or influencer-driven live shopping toward more personalised, integrated advertising. Future iterations of Vidio Shopping are expected to include targeting capabilities based on user viewing behaviour and interests.

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