For many Filipino micro, small, and medium enterprises (MSMEs), having a good product is only half the challenge. Reaching the right customers, building brand awareness, and turning interest into sales can be difficult, especially for businesses with limited marketing resources.
Shopee’s Affiliate Program aims to bridge that gap by connecting sellers with creators who can demonstrate products and introduce them to relevant audiences. Through relatable videos and firsthand product experiences, creators help shoppers see how products fit into their everyday lives, making the journey from discovery to purchase more accessible within the Shopee platform.
Many of these affiliates are everyday content creators who test products, share practical demonstrations, and offer their honest experiences. For MSMEs, the program provides another avenue to reach potential customers and identify creators whose audiences align with their products. For creators, it also offers an opportunity to earn through genuine product recommendations.
The results reflect the program’s growing impact: affiliate-driven traffic and sales on Shopee increased by more than 1.5 times. Three homegrown brands—Herah, B Coffee Co., and Hyperbrands—illustrate how creator partnerships can support different business needs.
Herah: Making Product Benefits Easier to Understand
Homegrown innerwear label Herah designs essentials focused on comfort and fit for Filipina women. While its products were well-made, the brand found that explaining their benefits through product listings alone was not always enough.
An affiliate video demonstrating how Herah’s nipple covers could be washed using dishwashing liquid changed that. The simple, practical demonstration showed shoppers how the product worked and generated an unexpected increase in sales.
The experience showed Herah that effective content is not necessarily about a creator’s follower count. Sometimes, a relatable demonstration from someone who genuinely uses the product can make a stronger impression.
Through Shopee’s Affiliate Program, Herah began discovering niche creators and monitoring their performance to understand which content formats generated results. The brand eventually established its own 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 Creator Partnerships
For Hyperbrands, the company behind pet-care brands Dentalight and Moochie, creator partnerships offer a way to showcase products through the experiences of actual pet owners.
Affiliates share firsthand accounts of whether a treat works for their pets or whether a particular food brand delivers on its promises. These experiences help build trust with shoppers who value practical recommendations.
The Hyperbrands team also uses Shopee’s performance data to evaluate creator content, identify formats that resonate with shoppers, and refine its approach based on actual results rather than assumptions.
Some videos have even performed better than expected, encouraging the team to keep experimenting.
“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.: Helping Shoppers Discover Home Coffee
Filipino-owned B Coffee Co. offers another example of how creator content can help introduce shoppers to a product category.
Launched in 2020, the coffee capsule brand aims to make premium coffee more accessible by offering barista-quality coffee at the press of a button and at a fraction of the price.
For shoppers unfamiliar with home coffee machines, however, understanding their features may not be enough. They also need to see how the machines can fit into their everyday routines.
Through affiliate content, creators demonstrated what brewing coffee at home actually looks like, making the experience feel more approachable.
“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.
Since shoppers can purchase directly after discovering a product through creator content, the journey from inspiration to checkout remains within the same platform.
“For a growing brand, having inspiration and checkout in the same journey is powerful,” Guerrero added.
B Coffee has also participated in Shopee’s KOLLAB, an event that connects businesses with creators and helps brands build relationships beyond their existing networks.
Expanding Creator Opportunities Through KOLLAB
While Herah, Hyperbrands, and B Coffee have developed different approaches to affiliate marketing, other MSMEs may still be exploring how to get started.
Shopee’s KOLLAB initiative provides businesses with opportunities to meet creators directly and explore potential collaborations. In 2026, Shopee held more than 30 KOLLAB events, connecting over 100 brands with more than 500 creators and affiliates.
The initiative has also expanded beyond Metro Manila. Its Cebu and Davao editions partnered with local creator networks, giving businesses access to creators with stronger community ties and greater local relevance.
“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.
Through its Affiliate Program and KOLLAB events, Shopee continues to open opportunities for Filipino MSMEs to build creator partnerships, reach new audiences, and make product discovery a more meaningful part of the online shopping experience.
