Google introduced three video commerce tools for Southeast Asia at its Marketing Live event in Singapore, expanding shopping across YouTube, Search, and marketplaces. Commerce Media Suite lets shoppers jump from a YouTube ad straight to checkout, Creator Partnerships Boost lets brands run creators' YouTube videos as ads, and Affiliate Partnerships Boost lets marketplaces and retailers promote affiliate videos. Google is piloting Commerce Media Suite and Affiliate Partnerships Boost with Southeast Asian marketplace Shopee, with early tests showing Maybelline a 7.4% incremental revenue lift, per Google. Video commerce in Southeast Asia grew fivefold from 2022 to 2025 to reach 25% of the region's e-commerce sales, according to Google.
