Meta, Shopee expand affiliate partnerships to Instagram

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Shopee and Meta have expanded their affiliate partnership to Instagram, allowing eligible creators across Southeast Asia, Taiwan and Brazil to earn commissions by recommending Shopee products through Reels and Feed posts.

Under the Instagram expansion, eligible creators can connect their Shopee affiliate account to their professional Instagram account, browse affiliate products, and tag multiple items in Reels and Feed content. Creators will earn commissions when viewers complete qualifying purchases on Shopee.

The feature is now available to eligible creators in Singapore, Malaysia, Thailand, Indonesia, Vietnam, the Philippines, Taiwan and Brazil.

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The rollout builds on the companies’ Facebook affiliate partnership, which launched in 2025. According to Shopee, more than five million creators globally had connected their Facebook accounts to the Shopee Affiliate Program as of March 2026, with about half of those joining the programme for the first time through the integration.

Beyond the creator rollout, Shopee and Meta are also testing an affiliate advertising solution in selected Southeast Asian markets. The pilot will allow sellers and brands, with creators’ consent, to promote affiliate content as paid advertisements on Instagram, with Meta’s advertising system distributing the content to relevant audiences.

The companies said the rollout is expected to expand over the coming months.

Peggy Zhu, executive director of brand and growth marketing at Shopee, said the move reflects the growing role of content in consumers’ shopping journeys.

“Our success with Meta on Facebook affiliate partnerships has shown how powerful creator-led commerce can be when content, trust and shopping come together. We are excited to build on this momentum with Instagram, giving creators more ways to earn from product recommendations across Reels and Feed, while helping shoppers discover and purchase Shopee products more seamlessly,” she said.

Meanwhile, Nicole Tan, managing director of Meta Singapore, said the Instagram expansion aims to create additional monetisation opportunities for creators while giving businesses another avenue to reach consumers through creator-led content.

The announcement comes as both companies continue to ramp up investments in creator-led commerce. While Shopee has been expanding product discovery beyond its marketplace through partnerships such as its recent ChatGPT integration, Meta has also been strengthening its creator ecosystem through initiatives including its "Creator fast track" programme, which offers selected creators guaranteed payouts and enhanced monetisation opportunities on Facebook.

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