Nelson Morales

Lazada, YouTube Shopping collab drives sales uptick in 12.12 sale

Article (news)

Benise Balaoing

ABS-CBN News

MANILA -- A new collaboration between YouTube Shopping and Lazada drove a 500 percent increase in sales during the online platform&#x27;s 12.12 sale, the e-commerce giant told ABS-CBN News.In an email, Lazada Philippines Head of Affiliate Marketing Isabela Prieto-Benitez said the company&#x27;s collaboration with YouTube drove sales up by 500 percent compared to regular days and by 60 percent compared to its last mega sale.Bentiez said over 3,000 YouTube creators tagged about 136,000 products across their videos during the 12.12 sale. All in all, the items had more than 43 million views during the period.&quot;The partnership with YouTube enables us to engage a broader and more diverse set of buyers by meeting them where they already spend time: watching content,&quot; Benitez said. &quot;By pairing YouTube’s creator-driven discovery with Lazada’s strong eCommerce ecosystem...we are able to convert inspiration into purchase at scale,&quot; she said. YouTube first announced a collaboration with e-shopping platform Shopee in <a href="https://www.abs-cbn.com/news/technology/2025/4/24/youtube-shopee-say-new-online-shopping-collaboration-minimizes-scams-2149" rel="noopener noreferrer" target="_blank">April</a>. In June, Sapna Chandha, vice president of Google Asia Pacific for Southeast Asia, said the video-sharing site will continue to <a href="https://www.abs-cbn.com/news/business/2025/6/5/youtube-says-to-explore-more-partnerships-for-shopping-platform-1845" rel="noopener noreferrer" target="_blank">explore</a> more partnerships in the future.<div><a href="https://www.abs-cbn.com/news/business/2025/8/27/video-commerce-now-20-pct-of-all-e-commerce-in-southeast-asia-youtube-2007" rel="noopener noreferrer" target="_blank">Video commerce now makes up 20 pct of all e-commerce in Southeast Asia: YouTube</a></div>Lazada said it is partnering with YouTube to capture a greater share of the rapidly growing video-led shopping market.The online platform said it views its LazAffiliates program--which allows live streamers, bloggers, and creators to earn a commission from every Lazada item bought from their affiliate links--as a core growth engine within its broader commerce strategy. In September, Lazada said it is investing <a href="https://www.abs-cbn.com/news/business/2025/9/9/video-commerce-heats-up-as-lazlive-challenges-tiktok-shopee-youtube-1704" rel="noopener noreferrer" target="_blank">$100 million</a> to boost its affiliate program in Southeast Asia.

A new collaboration between YouTube Shopping and Lazada drove a 500 percent increase in sales during the online platform's 12.12 sale

A new collaboration between YouTube Shopping and Lazada drove a 500 percent increase in sales during the online platform's 12.12 sale