Melo Villareal
Shopee Affiliate Program Helps Filipino MSMEs Grow Through Creator Partnerships
MANILA, Philippines – Filipino micro, small, and medium enterprises (MSMEs) are finding new opportunities to reach customers and grow their online businesses through Shopee’s Affiliate Program, which connects local sellers with creators who promote products through authentic, relatable content.
How Shopee’s Affiliate Program Helps Filipino MSMEs Reach More Customers
For many small businesses, reaching the right audience remains a major challenge. Limited marketing budgets and traditional advertising can make it difficult to attract new customers and compete in the digital marketplace.
Shopee’s Affiliate Program offers an alternative by connecting businesses with creators who demonstrate products, share personal experiences, and introduce brands to audiences interested in their offerings.
These creators range from everyday shoppers to niche content producers who showcase products through videos and lifestyle content. Their recommendations help potential buyers understand how products work and how they can fit into their daily routines.
The program benefits both businesses and creators. MSMEs gain additional opportunities to reach customers, while creators can earn through product promotions and affiliate commissions.
Shopee reported that affiliate-driven traffic and sales grew by more than 1.5 times, highlighting the increasing role of creator partnerships in online shopping.
Three Filipino businesses, Herah, B Coffee Co., and Hyperbrands, demonstrate how affiliate marketing can support different products and business strategies.
Herah: Turning Product Demonstrations Into Sales
Herah, a Filipino innerwear brand specializing in comfortable essentials designed for Filipina women, discovered how effective practical product demonstrations can be in connecting with shoppers.
The company initially faced a familiar challenge. Although its products were designed to meet specific customer needs, traditional product listings alone made it hard to explain their benefits.
An affiliate creator changed that with a video showing how to clean Herah’s nipple covers with dishwashing liquid. The straightforward demonstration showed viewers how to care for the product and unexpectedly increased sales.
The experience highlighted an important lesson for businesses: engaging content does not necessarily require a creator with a massive following. A relevant demonstration that addresses a customer’s questions can be just as effective.
Herah later used Shopee’s Affiliate Program to discover niche creators, monitor their performance, and identify which content formats generated customer interest and sales.
The company eventually established an internal team dedicated to managing creator partnerships.
“Hindi ka mapapahiya when you recommend Herah. When someone recommends us to their friends, family, and followers, they’re putting their own reputation behind the product. We want to make sure we deserve that trust,” said Ryan Uy, CEO of Herah.
Hyperbrands: Using Data to Improve Affiliate Marketing
Hyperbrands, the company behind pet-care brands Dentalight and Moochie, takes a data-driven approach to affiliate marketing.
The company works with creators who are often pet owners themselves. Their firsthand experience lets them demonstrate products like pet treats and food while sharing observations with fellow animal lovers.
For shoppers, recommendations from people who actually use these products can help make purchasing decisions easier.
Hyperbrands also evaluates affiliate content using Shopee’s performance data. By examining which videos attract customers and generate results, the company can identify effective content formats and adjust its marketing strategies.
The process encourages experimentation rather than relying solely on assumptions about what audiences might enjoy.
“Those moments remind us that there is always more to learn. Even when we think we have found a winning approach, creators bring fresh ideas that encourage us to keep experimenting and exploring,” said Luis Gan, CEO of Hyperbrands.
B Coffee Co.: Making Premium Coffee More Accessible
For B Coffee Co., affiliate marketing plays an important role in introducing consumers to a product category they may not be familiar with.
Founded in 2020, the Filipino-owned coffee capsule brand aims to make premium coffee more accessible by offering barista-quality coffee at the press of a button.
While product listings can explain a coffee machine’s features, they may not fully convey how convenient it is for everyday use.
Creators help bridge that gap by showing how coffee machines fit into home kitchens, workspaces, and daily routines.
“A product listing can explain what a coffee machine does. A creator can show why you would want one beside your laptop or on your kitchen counter,” said Miguel Guerrero, CEO of B Coffee.
Shopee’s integrated shopping experience also lets customers buy products directly after discovering them through creator content.
“For a growing brand, having inspiration and checkout in the same journey is powerful,” Guerrero added.
Beyond its existing creator network, B Coffee has participated in Shopee’s KOLLAB initiative, which connects businesses with content creators and potential affiliate partners.
Shopee KOLLAB Expands Opportunities for Businesses and Creators
For MSMEs interested in affiliate marketing but unsure where to begin, Shopee offers KOLLAB, an initiative designed to facilitate direct connections between brands and creators.
In 2026, Shopee organized more than 30 KOLLAB events, bringing together over 100 brands and more than 500 creators and affiliates.
The initiative also expanded beyond Metro Manila, with Cebu and Davao editions connecting businesses with local creator networks.
These regional partnerships give businesses opportunities to work with creators who understand local audiences, communities, and consumer preferences.
“Through our Affiliate Program and initiatives like KOLLAB, we’re making it easier for MSMEs to connect with the right creators and turn content into real business results. We’ll keep investing to make these opportunities accessible to more businesses and creators across the country,” said Jack Ng, Head of Commercial, Shopee Philippines.
As more Filipino businesses explore digital marketing, affiliate partnerships offer another way to reach potential customers, build brand awareness, and encourage online purchases.
Herah, Hyperbrands, and B Coffee show how businesses can use creator partnerships to showcase products, build consumer confidence, and discover new marketing opportunities.
About Shopee
Shopee is an e-commerce platform operating across Southeast Asia, Taiwan, and Brazil. The company helps businesses build their online presence and expand their digital operations while giving consumers access to online shopping.
Shopee is part of Sea Limited (NYSE: SE), a global technology company whose businesses include Shopee, Garena, and Monee.
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