Lazada Partners with Meta to Streamline Social Commerce in Southeast Asia via Affiliate Programme

Singapore (ANTARA/PRNewswire)- Lazada, a leading e-commerce platform in Southeast Asia, has officially joined Meta’s Facebook Affiliate Partnerships programme. Through this collaboration, content creators in Singapore, Malaysia, Thailand, Indonesia, the Philippines, and Vietnam can now tag Lazada products directly in their Facebook content and earn commissions on completed transactions. Integration with Instagram is expected to follow soon.

This move by Lazada comes as content creators have fundamentally changed how people in Southeast Asia discover and purchase products online. Currently, video commerce accounts for approximately 25 per cent of the total Gross Merchandise Value (GMV) in the region’s e-commerce industry. In 2024, 82 per cent of consumers in Southeast Asia made purchases based on influencer recommendations. By integrating Lazada’s affiliate ecosystem into platforms consumers already use daily, this collaboration delivers a more seamless flow from product inspiration and discovery to purchase.

Historically, the process of earning commissions from content often involved multiple steps, such as external links, redirects to other applications, and separate payment pages. This lengthy process frequently reduced conversion opportunities for creators, brands, and businesses. Through this partnership, creators can link their Lazada affiliate accounts directly to Facebook and, in the near future, to Instagram. Once connected, creators can browse the Lazada product catalogue and tag specific products in their Reels and Feed content. When followers click on these products and complete a purchase on Lazada, the creator immediately earns a commission. The entire process occurs within a single, integrated experience without the need to switch platforms.

For brands and sellers on Lazada, the product catalogue available to creators represents a new opportunity to expand reach and drive sales. Consumers also benefit from a more practical and easier product discovery process. They no longer need to open separate links or manually search for products after seeing a creator’s recommendation. They can access products directly from engaging content and shop on Lazada.

“Through this partnership with Meta, we aim to make the shopping experience more seamless, from discovering products on Facebook and Instagram to completing the purchase on Lazada,” said Jared Chan, Head of Regional Affiliate at Lazada Group. “With a simplified flow from discovery to checkout, we are helping brands and sellers reach customers more effectively while delivering a more convenient shopping experience across Southeast Asia.”

Lazada continues to invest in creator commerce. This collaboration with Meta is part of Lazada’s broader commitment to strengthening the creator commerce ecosystem in Southeast Asia. In 2025, Lazada announced an annual investment of US$100 million for its LazAffiliate programme. Through this investment, Lazada supports creators, brands, and sellers with increased commissions, campaign incentives, personalised voucher sets, dedicated storefronts, and various performance tools.

Together with Meta’s Affiliate Partnerships programme, this investment reflects Lazada’s ongoing efforts to make affiliate marketing more accessible, measurable, and profitable for creators. At the same time, brands and sellers can leverage the influence of trusted creators to enhance product discovery across the region.